The Impact Files Podcast.

Each episode of The Impact Files podcast explores the personal stories and leadership challenges behind meeting a business’s near-term financial needs, while creating lasting wellbeing for people and planet.

We examine the roles that marketing, media and communications play in shaping trust, demand and impact.

Our objective is to provide insight and encouragement for business leaders on a purpose-led journey, showing how financial performance can be aligned with long-term sustainability.

Hosted by Ned Wells alongside a sustainability expert co-host, each episode features one guest: an experienced decision-maker in either a ‘green brand’ – founded as purpose-led – or an ‘amber brand’ – not founded as purposeful but now on the journey.

Podcast host Ned Wells helps purpose-led businesses deliver near-term commercial results while building long-term wellbeing for people and planet.

With 25 years in senior marketing and digital roles, grounded in an early career in engineering and management consulting at PwC, he brings depth to the podcast through thoughtful questions, an energetic, empathetic style, and genuine interest in people’s stories – putting his guests at ease and giving listeners something genuinely useful to take away.

After founding, growing and exiting a successful marketing agency, Ned now works with organisations tackling issues that matter – from education and social mobility to nature and the environment. He works as a fractional marketing director and mentor, supporting leaders and teams to think clearly, act decisively, and grow sustainably.

Season One co-host Ally Dunnett is a sustainability consultant with with deep experience in governance, responsible sourcing and deforestation legislation.

Ally worked in academic publishing for over 20 years with operational director-level roles. More recently she held ESG and operational leadership roles at Track Record Global, supporting due diligence in timber supply chains. Alongside her consulting work, Ally is a trustee of Oxford Wood Recycling, a social enterprise improving employability while reducing waste.

She brings a rigorous, inquisitive perspective to the podcast, asking thoughtful questions, helping unpack complex issues and drawing out practical insights for listeners.

Season Two co-host Ruth Davis is a sustainability and communications professional with a passion for impactful business.

Ruth is the co-founder of Oxygen, a B Corp–certified design and communications agency working with brands doing good. A strong advocate for the B Corp movement, she brings hands-on experience supporting purpose-led businesses and charities, and holds a Master’s degree in Sustainable Development.

She is particularly passionate about radical transparency in impact-focused communications, and about helping organisations tell honest, meaningful stories about the change they’re trying to create.

Ruth brings a warm, curious energy to the podcast, digging into the values, motivations and origins of purpose-led business leaders and founders. With a chatty, open and honest style, she helps create conversations that feel accessible and real — giving listeners insight they can actually use.