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About Ellie Good
Ellie Good, Chief Purpose Officer at Reuseabox
Ellie plays a pivotal role in ensuring the business stays true to its mission, shaping a better future for people and the planet through cardboard reuse. Ellie’s leadership shapes the company’s purpose-driven strategy, culture, and impact, making her central to the company’s success in balancing people, planet and profit equally.
Turning vision into real impact
Ellie is the driving force behind many of Reuseabox’s most impactful initiatives. She led the company’s successful journey to becoming a certified B Corp, a rigorous certification that recognises businesses meeting the highest standards of social and environmental performance, accountability, and transparency. This milestone reflects Ellie’s commitment to balancing profit with purpose at every level of the business.
She also signed Reuseabox up to the 1 Million Tree Pledge, a bold promise to fund the planting of one million trees to help combat climate change and restore global ecosystems. Through Reuseabox’s membership in 1% for the Planet, the company has already donated over £40,000 to reforestation projects, supporting the planting of nearly 300,000 trees worldwide.
Closer to home, Ellie organises tree planting volunteer days for the team. In partnership with organisations like Protect Earth, the team has restored biodiversity in local farmland by planting hedgerows and native species, proving that businesses can play a direct role in regenerating the environment.
Sharing the story: podcasts and public speaking
Ellie regularly shares her expertise on sustainable business, ethical leadership, and purpose-driven marketing. She was a guest on the FuturePrint podcast, where she discussed Reuseabox’s growth journey, balancing purpose with profit, and the challenges of driving sustainability in the packaging sector.
Ellie also co-hosts the Earth Your While Podcast alongside Reuseabox’s founder (and her brother!) Jack Good, where she helps spotlight the innovators and changemakers driving positive environmental and social impact.
Past guests include Bird & Blend Tea Co., Brewgooder, and Toast Brewing – brands pushing boundaries in circular economy thinking and sustainability. Through this platform, Ellie fosters honest, thoughtful discussions that inspire both businesses and individuals to take meaningful action.
Building sustainable community connections
Committed to connecting purpose-driven businesses locally, Ellie helped launch People Planet Pint in Lincoln, a relaxed networking event that brings together sustainability leaders, innovators, and changemakers to share ideas and build community around climate action. This grassroots effort reflects her belief in the power of conversation and collaboration to drive long-term change.
Champion for ethical business and positive culture
Beyond strategy and sustainability, Ellie is the driving force behind the company’s values-led culture. She advocates for open communication, personal development, and well-being in the workplace, believing that empowered teams create greater impact.
A vision for business as a force for good
Ellie’s vision is simple but bold. To prove that business can be a powerful force for environmental and social good. Her work ensures Reuseabox remains accountable, impactful, and continually evolving to serve both people and the planet.
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