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.

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

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). Until very recently, I helped sponsor talented 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. (Sadly the Covid pandemic lead to the closure of the Charity, and I’m researching new places to have an impact).

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.

Environment

Ocean Protection

I'm a member of Surfers Against Sewage and a Marine Conservation Society Beachwatcher and a Big Blue Ocean Cleanup Ambassador. 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 tree for any business referrals.

Sustainable Office Practices

In my home office, 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.

Justine Wyness, January 2025

NB: If you have any questions to ask about me or my Mission & Ethics Statement, please Contact Me.