Amanda, welcome to our club - The Industry Club. Can you share your favourite club with us?

The first club that springs to mind - it’s got to be The First Wives Club - the classic movie with Bette Midler, Goldie Hawn and Diane Keaton. Other than that I have a passion for horseriding and am currently into Rider Biomechanics and Légerette - the French school of classical dressage. Although I wouldn’t really call them clubs per se. 

What was the inspiration behind founding JUST ONE Tree?

It was my daughter. I was on maternity leave back in 2019 when climate change hit the news headlines with a real bang. I remember the exact moment when I read an article which said we only have 10 years before we set off irreversible tipping points that will lead to the end of civilisation as we know it. After reading that, I couldn’t help but panic about my daughter's future. I just had to do something about it. 

I then discovered how cheap it was to plant a tree and it got me thinking, ‘What if everyone knew it was just £1’? There are 10 million children in education in the UK, imagine if every parent planted a tree for each of their children. There are 5.9 million businesses. What if a tree was planted for every property sold, insurance policy or meal out? If we all joined together, we could be the ones driving change and having an incredible impact on the planet. 

So I put a post out on Facebook… and thought if I plant 900 trees before I go back to Production in a year, and that’s where it ends, then that’s 900 more trees out there than if I hadn’t bothered. We ended up planting 3/4s of a million trees in that first year… so I kept going.

We love working with Producers as they are generally driven and adventurous, do you think your career in production gave you the gumption to start a non-profit initiative focused on reforestation?

Absolutely! As a Producer you tackle so much, you navigate tricky scenarios and relationships, you juggle many balls all at once and pull crazy jobs in on time and on budget. Producers are a determined bunch of people who sometimes have to make the impossible possible. We understand hard work, and long hours and have seen what we can achieve when a great crew of people work together as a team. 

When the idea of JUST ONE Tree came along, I didn’t even think twice, I just went for it. I knew there was a bigger problem to solve than filming the next TV commercial. The drive and determination and all the other skillsets I learnt in production have stood me in good stead as I now navigate the world of reforestation and fighting climate change. 

The Industry Club recently partnered with JUST ONE Tree to combat climate change by planting trees in various scenarios, such as signing new clients, working on new briefs, and successful placements. How do you envision this partnership contributing to the broader mission of JUST ONE Tree, and what outcomes are you hoping to achieve together?

We have 3 core pillars at JUST ONE Tree, restoring life on land, in the oceans and bringing environmental education into the classrooms. So even though we say you’re 'planting trees’ with us, it’s a much bigger story. 

Firstly, we focus on growing forests, not just planting trees. To do that you have to have community involvement and provide sustainable incomes for the local community members. In this way, we’re helping to shift their dependence on income from the destruction of forests to one of restoration. We’re helping to lift people out of poverty whilst lifting their environment too. By working together, The Industry Club is having more than just an environmental impact, it's having a positive social impact too. 

But that’s just one of our pillars to tackle climate change. By joining us you’re also helping to tackle the issues our oceans are facing. Through our kelp and mangrove projects, you’re helping to restore coastlines, boost marine biodiversity and nourish coral reefs. 

Then of course there’s the education side. We believe educating the next generations is key to a sustainable future. Your support enables us to bring climate change education into the classrooms of 100,000s thousands of children around the world.

Following on from this, what are some practical steps other businesses or individuals looking to get involved with JUST ONE Tree can take to support your mission and contribute to global reforestation efforts?

One of the principles JUST ONE Tree was founded on was that it’s together that we can achieve so much more. We now have over 1100 businesses and schools who've joined with us to fight climate change. It's this collective impact that enables us to have such an incredible impact. 

It’s easy to get involved, and you can integrate it into your business in whatever way works for you. The whole point is we make it simple and easy for everyone to fight climate change - JUST £1 plants 1 Tree. So whether you’re a small independent eco shop or a large multi-national organisation, all you need to do is get in touch. 

If you have school-aged children or can help us spread the word about JUST ONE Tree Day, that would also be a great help. By taking part in JUST ONE Tree Day schools have now funded the planting of over 300,000 trees. The event has such a big impact, from restoring landscapes to easing climate anxiety in our young, and of course, it helps bring our free teaching resources into the classrooms.

Looking ahead, what are your aspirations for JUST ONE Tree in terms of growth, impact, and long-term sustainability? Are there any upcoming projects or initiatives that you're particularly excited about?

We have some really exciting projects that we’ve recently launched, from planting mangroves in Mexico to protect the last breeding ground of the Californian Gray Whale, to providing water security by restoring high-altitude forests in the Andes. And we have more in the pipeline which I can’t wait to get my teeth into. 

We’re growing at a fantastic rate, but there’s still so much more we could do. We can only move as fast as the donations that come in. So the more we grow, the bigger impact we can have on the planet. That makes it all so exciting. 

Having been out to Peru recently to visit one of our projects, the amount of work that needs to be done really hit home. I saw the enormous areas that have been deforested and the melting glaciers - it was heartbreaking. But I see it as a challenge. An opportunity to really turn this all around. By joining together we can create a more positive and greener world - and that to me, is super inspiring.

In the face of climate change, what role do you believe businesses in the creative and advertising industry can play in promoting sustainability and environmental conservation?

I actually see the creative and advertising industry as having a HUGE responsibility and part to play in all of this. Imagine if we change the narrative and only promote sustainable products and circular economy, instead of fossil fuels. In fact, that’s where we need to be, it's your job to get us there. Thankfully there are now over 1000 agencies that have signed the F List (saying they will no longer work with fossil fuel companies). It’s a great step, but we need to go bigger and move faster. 

As women entrepreneurs, we often face unique challenges and opportunities in navigating the business landscape. Could you share some insights or advice based on your experiences leading JUST ONE Tree that you believe could resonate with other female leaders?

I think the main one for me (and most women) is imposter syndrome. Having been interviewed recently about ‘what it means to be strong’… it made me evaluate the last few years and I think that’s a big one. I can be very driven, but I still totally suffer from imposter syndrome. Now I’ve achieved so much through JUST ONE Tree, like becoming part of the United Nations Decade on Ecosystem Restoration and being nominated for Woman of the Year, whenever I feel nervous or worried going on stage to give a talk or walking into a room full of people. I stop and remind myself of what I’ve achieved and that I deserve to be here, that helps keep my imposter syndrome in check. 

And I think that can be used for everyone. We’ve all conquered our own challenges, overcome our own difficulties, and have years of experience in our own fields. It’s remembering that we all deserve to be there. 

How do you balance your role as CEO and Founder of JUST ONE Tree

I have to say, truth is it's really tricky. I also have a horse, so that makes it even more complicated. I do think it’s really important to step away from the desk to see the bigger picture. So I use mucking out the stable as a way to stop, reflect and come up with new ideas. In fact, I can often be seen having calls whilst pushing a wheelbarrow or practising my speeches whilst I groom Milo. 

Then when I ride, as you have to be so focused, everything else just drifts away. That’s certainly my therapy. 

After that, it’s back to work and squeezing as much in before school pick-up, and then often an hour or two at the end of the day once the little one is in bed. 

I think as a CEO and Founder, some time for yourself, and stepping away from the desk is really, really important. Mental Health and wellbeing is something I try to focus on for both myself and my team.

Could you share a success story or memorable moment from your journey with JUST ONE Tree that highlights the positive impact your organization has had on communities and the environment?

Ah, there are so many it’s hard to decide. 

My recent trip to Peru is an obvious one, seeing first-hand the communities we’re helping and planting trees with them. We were planting at 4000m to help protect the lake up there which they’ve noticed dry up over the years - a concern for the communities as it’s both a source of water and food for them. 

Another one would be that 11 out of the 14 schools in Gibraltar took part in the first-ever JUST ONE Tree Day in 2019. They voted to plant their trees in Madagascar. This led to us opening up our first of four plots on the island, with the aim of planting 500,000 trees in Ankilahila. 5 years on, the plot is now filled and it's incredible to see the before and after photos, seeing our trees growing into a beautiful forest and the impact we’re having on the landscape.

And lastly, the one that made me cry, was being sent a video from a school in Spain. The headteacher said 'I hope you don’t mind but we created a song and dance for JUST ONE Tree Day'. It was a video of the whole school lined up in the playground, singing ‘We’re better than Superman as we’re saving the world today.’ It made me realise that from my home in Barnet, I’m helping these children in a different country, teaching them the importance of caring for the planet and also planting trees to protect their future. That one really touched me. 

Finally, what is your favourite tree?

My favourite is actually two silver birch trees in my parents' front garden. As kids, we used to use them as wickets to play cricket. Now every time we visit, my daughter stands between the trees and we take a photo so that we can see how she’s grown over the years. It’s wonderful to see them enjoyed by different generations of my family. 

We want to work with businesses that want to improve their positive impact on the world by helping tackle its environmental and social issues. Businesses who are demonstrably committed to treading as lightly on the earth as possible, and working towards reducing humanity's negative impact on the natural world.

So we have partnered with   Just One Tree   who are as passionate about protecting the planet as we are. JUST ONE Tree is a non-profit initiative removing CO2 from the atmosphere and reversing biodiversity loss through global reforestation.