In this week’s episode 🎙️ we chat with with Amanda Powell-Smith, CEO of Forster Communications, a purpose-led agency working at the intersection of communications, sustainability, and social change for nearly 30 years 🌍
Amanda shares the story behind Forster’s founding in 1996, inspired by the The Body Shop era and the belief that business can be a force for good, a principle that still shapes the agency today💡
We explore what it means to be selective about clients in practice, and how Forster navigates the grey areas, balancing evidence, impact, and commercial reality when not every brief is clear cut ⚖️
Amanda also reflects on building a values-led business from the inside out, from colleague-led impact groups to sustainable travel and the realities of making change stick🌱
We get into the challenges too. From diversity and recruitment to the limits of small business life, and why agility can be a real advantage🚀
A thoughtful episode on purpose-led communications, client choice, and building trust in a noisy, sceptical world🤝
Ruth Davis
As the Strategic Engagement & Impact Lead and Co-Founder at Oxygen, I specialise in building strong partnerships, leading high-impact projects, and guiding organisations on how to embed sustainability into their communications and strategy. With a Master’s degree in Sustainable Development and a background in strategic and digital communications, I’ve worked with a wide range of organisations – from climate-focused startups and B Corps to membership bodies and community development charities. My experience spans brand development, messaging and strategy, and website projects, all with a clear focus on purpose and impact. At the core of my approach is collaboration. I’m passionate about aligning big ideas with practical action, helping teams turn values into value and purpose into progress.
