Meet the founder

Hey! I’m Cecily, Founder of Informed Collective. After spending nearly 10 years working in sustainability, including roles at ASOS, FARFETCH, Better Cotton and Axel Arigato (where I most recently led the sustainability strategy), I could no longer ignore the huge gap that exists between sustainability professionals and the rest of the population.

My 'penny-drop' moment came at a festival in 2025. Some friends and I were talking about a top someone was wearing, and I commented that it was "super cute, but probably quite sweaty as it's made from polyester which is obviously plastic." I was met with complete shock. Nobody knew. And I don’t think thats from ignorance, I think that’s honestly because no one has ever told them that before.

Sustainability communication is often riddled with jargon, overly complex and totally disconnected from everyday life. Yet the irony is that the sustainability strategies I spent my career working on ultimately depend on people understanding them. We need consumers to engage. We need employees to participate. We need people of all ages to change their behaviour, or else it won’t work

So I built Informed Collective as a new approach to sustainability education – one that is creative, vibey, and, above all, accessible.