Mission & Ethics Statement

Justine Wyness [un]Limited

One of the reasons I set up my own business is that I wanted to do things a bit differently. Too many businesses put ethical statements on their websites but forget the little daily decisions that actually matter. I'm trying not to do that. I’m actively working towards B-Corp Status so this Statement is laid out around the core principles of the new B-Corp Standard.

Governance

Transparency & Accountability

I believe in being honest about where I spend my money and why. That includes being upfront about the imperfect stuff—yes, I have a (near vintage) petrol sports car (kept for weekends, using greener petrol and driving carbon neutral where possible). But I work remotely most of the time and take trains or hire greener cars for rare business travel. I don't engage in lobbying or political donations, and I have no intention of ever doing so.

Better Business Act

I'm a signed supporter of the Better Business Act — a B Lab UK campaign to amend UK company law so that every company must legally consider the interests of people, communities and the environment alongside profit. Current UK law prioritises shareholder returns; I believe that needs to change. Adding my name is one small way of saying so publicly.

Financial Integrity

I maintain accurate billing practices and never over-charge for work carried out. My pricing and commitment is transparent—I'll work with you to create a tracker that instills confidence. Where project scope is loose, I'll always agree a day rate and optimum number of days I believe to be needed, and I'll never go over that cost without prior discussion and agreement. I handle expense reimbursements honestly, without adding 'admin' charges on top of invoiced costs. My accounts are filed annually at Companies House.

Independence & Conflicts of Interest

I'll always disclose potential conflicts before engagement and discuss any that might arise before taking on new clients whilst in active engagement. I avoid concurrent competing client engagements.

It's common in this industry for technical partners, platforms, and agencies to offer consultants commissions or referral fees. I reject these offers. I only ever recommend products and services that are right for your business, and I want you to have complete confidence that I'm doing so—not taking backhanders for recommending systems you don't need. I maintain independence in all my recommendations.

Workers

As a solo operation, this is straightforward: I'm committed to looking after myself so I can keep looking after my clients properly. That includes working from home or from Patch (B-Corp) Co-Working Space to minimise travel impact wherever possible.

I keep current on industry knowledge and grow my skills base consistently. I pursue relevant certifications where appropriate and provide accurate representation of my qualifications—see my LinkedIn profile for any recent updates.

Community

Education & Opportunity

I believe everyone deserves an Education, including women / girls. Indeed educating girls has a positive impact on Climate Change (see Malala Fund’s latest report, A greener, fairer future: Why leaders need to invest in climate and girls' education).

Previously, I helped sponsor children through school and university via the Ethiopian Education Foundation where I also volunteered with marketing support. My first student, Betsy, graduated from the University of Addis Ababa with an honours degree in Engineering. The charity closed following the Covid pandemic but it’s something I’m still proud to have been part of, even if it’s no longer active. You can read more about the charity’s impact over the years here.

Clean Water Access

Through Justine Wyness [un]Limited, I donate monthly to WaterAid because clean water should be a basic human right. While we're choking our oceans with plastic water bottles, many communities don't even have access to clean water.

Supporting Small Business

I buy brand-direct wherever possible, not from Amazon. It might be less convenient, but marketplace giants are putting good businesses under. For more reasons to #boycottamazon, check out Ethical Consumer's campaign.

Pay It Forward

I offer free advice and support to ethical businesses and charities when I see an opportunity to help.

Justice, Equity, Diversity & Inclusion NEW

My JEDI Commitment

Inclusion isn't a box to tick, it needs to be deliberate. As part of my B-Corp certification journey, I've made a formal commitment to BCorp’s JEDI principles, and I want to be honest about what that looks like for a one-person consultancy.

I don't have an HR department or a diversity committee. What I do have is a set of choices: about how I communicate, whose work I support, how I show up professionally, and whether this website and business are genuinely accessible to everyone. I'm trying to make those choices well.

The two JEDI actions I've committed to for Year 0 of B-Corp certification are:

  • Publicly committing to JEDI principles — which means being transparent about where I am, not just where I aspire to be

I’ve spoken about some of this already in the Community section above. My monthly donations to WaterAid, Ecologi, Full Fact & Wikimedia, and having signed both the Contract for the Web and the Better Business Act are all part of the same intention: that business should work for more people, not fewer.

This commitment extends to respecting internationally recognised human rights frameworks, including the UN Guiding Principles on Business and Human Rights, the Universal Declaration of Human Rights, and the ILO Declaration on Fundamental Principles and Rights at Work.

I'll update this section annually with an honest progress note.

Last reviewed: [April 2026]

Web Accessibility

This website is built to meet WCAG 2.1 Level AA standards — the internationally recognised benchmark for web accessibility.

In practice, that means:

  • Content can be read and navigated using a screen reader

  • All images have descriptive alt text

  • Colour contrast meets minimum ratios for readability

  • The site works without a mouse (keyboard navigation)

  • Forms and links are clearly labelled

I audit this site regularly using WAVE and Google Lighthouse. If you find anything here that creates a barrier for you, please get in touch — I genuinely want to know.

Last audited: [April 2026 - Amends in Progress]

Contract for the Web

I've also signed the Contract for the Web — an initiative founded by Tim Berners-Lee that commits organisations to principles including making the internet accessible and affordable to everyone, protecting privacy and data rights, and building technology that supports the best in humanity. You'll see the badge in the footer of this site. It's not just decoration — it's a commitment I take seriously, and it aligns directly with the accessibility work described above.

Environment

Ocean Protection

I'm a member of Surfers Against Sewage and a Marine Conservation Society Beachwatcher. I love the ocean and really hate plastic. My 2025 Personal Christmas Card budget went directly to Marine Conservation Society. (My professional Christmas Card budget went to Full Fact).

Climate Positive Operations

Justine Wyness [un]Limited is Climate Positive through Ecologi—that means every month I plant groves of trees in my company forest and finance carbon reduction projects worldwide. My entire carbon footprint (home, personal travel, holidays, food, hobbies, business travel) is offset. I also buy 100 Trees for each new client on payment of my first invoice, plus a further 50 trees for any business referrals.

I track my carbon usage via the UK Government’s SME Climate Hub which calculated my generating 1.23 tonnes CO2e in my last Financial Year. You can see my Climate Hub Report here.

This constitutes my current climate action plan, which I'll review and expand annually in line with B-Corp requirements.

Sustainable Office Practices

In my home office, my Electricity is provided by Ecotricity, my phone by EcoTalk and my email & web hosting by EcoHosting. My personal Bank is Triodos, and my Business Bank is in the process of being swapped to Reliant . All of these suppliers are recommended as sustainable options.

I use reusable batteries from Phillips (The Ethical Consumer gave them the best rating for their conflict minerals policy). My business cards are made by vegan-approved company Hatch—all paper is from recycled and sustainable sources, and they're packed with living seeds you can plant to grow fuel for bees.

I use digital solutions where possible (see my blog post on my buying policy & ethical business practices), and I consider environmental impact in recommendations, frequently advising on more ethical or environmentally friendly ways of working.

Customers

Client Relations

I provide honest and unbiased advice to help you grow your business. My clients' information remains confidential and protected at all times—I protect client data, maintain secure digital systems, and handle sensitive information appropriately. Following GDPR (and its UK equivalent) is core to everything I do and everything I recommend.

I'll only accept engagements within my expertise and where I'm confident I can add value. Wherever possible I'll clearly communicate scope, limitations, and fees. I won't outsource any aspect of my partnerships without prior discussion and agreement, though I'll recommend skilled specialists where appropriate—I have working relationships with many talented and creative partners.

Your Forest

For every new client, I plant 100 trees via my partnership with Ecologi (see above). I'll send you a link to your grove so you can see the type of tree, the project, and the forest on a map. It's my way of saying thanks and making sure our work together has a positive impact beyond the project itself.

Service Provider Relations

I pay providers and suppliers promptly, maintain professional relationships, protect provider confidentiality where required, and shout about your input where appropriate.

I regularly review my own ethical standards and make improvements where possible, updating policies as needed. This is my promise to always try and make the world a better place and to hold myself to high ethical and moral standards.

Small actions, taken consistently, create meaningful change.

Raising concerns or complaints

If you ever have a concern about my work, my conduct, or the impact of a project, please Contact Me”. I will acknowledge your message within 5 working days, aim to respond in full within 20 working days, and keep you informed of the steps I am taking to look into it. I will treat all concerns in good faith, keep information appropriately confidential, and never retaliate against anyone who raises an issue honestly.

Justine Wyness | Last updated: June 2026