You have carved a distinct presence and following online about sustainable living and climate-conscious content. Can you tell us a bit about how you were motivated to do so?  

I became really interested in sustainability about 8 years ago. Having worked in fashion (as a journalist and stylist), I had no idea the industry was having such a negative impact on the people within our supply chain and the environment. Equally, as an animal lover and fan of beauty and skincare, I never knew animal testing was such a big issue. I certainly didn’t understand that so many of the ingredients in the products we use can harm our health. Once I started to research all of these areas, I felt a need to share those revelations with others. I wanted to make sure I did so in a digestible, accessible way. I wanted to create content that I could relate to as someone who still loves fashion and beauty. My goal is to be informative, positive, solutions-driven and approachable, never preachy. 

Alongside enthusiasts who have a certain level of climate-literacy, who makes up the rest of your followers?  

It’s a diverse audience across ages, locations and interests, which I love. Some have followed me since my stylist days; others work in fashion and beauty, media, and others want to live more consciously but have no idea where to start. I try to speak to everyone in that audience when I make content – it keeps me on my toes! The simplest content is always what resonates. For example, I share a Donation Directory each January explaining where to donate, recycle, repair or resell everyday items. That post is always one of my most popular. 

What are some of the FAQs that you receive when it comes to the topic of sustainability? 

How and where to repair clothing, what natural products actually work (natural deodorant is a common one – I’ve tried them all, so I can answer and advise honestly), where to buy sustainable gifts and how to reduce impact while travelling are all common questions. For instance, I’m often asked how to find/book a hotel with sustainability credentials. From my experience, people want to make changes, and opt for more sustainable solutions – but sometimes don’t know where to start. 

Sustainability can often be framed as a ‘niche content area’, how do you think we can engage broader audiences, and encourage participation?  

This is so true, and I have learned over the years that it’s vital to meet people where they and their interests are. From my experience, most people are not motivated by carbon emissions data or the idea of saving the planet. Anything that helps people save money or time makes their lives easier, or supports their health will be a winner. So, framing the benefits of being more sustainable is key. What will they get out of making this change? I try to hone in on areas that most people are passionate about – fashion, beauty, home, wellness. By creating sustainability content specific to those areas, I can help people feel like they can take action and make a difference. 

What do you think some of the barriers are in mobilising people via social media? 

Because of the sheer avalanche of content being served up across several platforms, to make an impact, you need to grab people’s attention immediately. Unfortunately, this has led to news outlets and other media platforms playing into people’s rawest emotions – fear, anger, and anguish. It can be really difficult to activate people with less shocking/inflammatory content.  

What’s your favourite platform/way to reach people on/at?  

Instagram is where my largest audience is, and it’s the platform that works best for me. I like that you can post pictures, videos and extended captions – which is essential for me as I want to provide sources and additional info. I have dabbled in TikTok and look to that platform for trends and to keep up to date on creators. I recently deleted X despite having a large following there. Social media can be an incredible tool, but in the wrong hands, it can be toxic. 

What do you think the biggest cliché is when it comes to talking about sustainability online? 

The language. Sustainable goals, going green, eco-tips, conscious consumerism—everyone is sick of these tropes, but they remain the go-tos. 

How do you think the conversation has evolved in the last 5+ years?  

When I started out, the ideas I was exploring – pollution from fast fashion, toxic ingredients, the impacts of intrusive consumer marketing – were so fringe that I’m not sure people knew what to do with me! Now, everyone is aware of these issues and has a basic understanding of climate challenges, even if they don’t agree that there is a crisis. Everyone has a basic literacy when it comes to these topics now, which is really positive. 

What are your ambitions for the future? (personal or business) 

I want to buy and renovate a home. I love interiors, and being able to restore a house is a big dream of mine. Having my own place will also allow me to adopt more dogs! I want to bring sustainability to an even bigger audience. I’m currently working on the next series of my podcast, Futurist, and would love to host a national radio programme. I’ll keep writing CLIMATE, the sustainability supplement with The Sunday Times Ireland, a great platform to showcase the people spearheading positive change for the planet’s future. My re-sale platform, GAFF Shop, is one of my passions. I would love to scale it and help even more people re-home their interior pieces nationwide. Finally, I am incubating an idea for a novel, which I’m excited about. 

Can you nominate who your climate hero(es) is/are? 

Most of my heroes are local – Lauren McKenna, who works with Positive Carbon, an incredible Irish start-up helping restaurants tackle food waste; Coffeeangel, who last year committed to investing 5 per cent of its profits into biodiversity credits, which will be spent rewilding parts of Dunsany Estate in Co. Meath; Mamobo Ogoro, Founder and Chief Executive of GORM, an Irish based intercultural consultancy. When small businesses take the lead, it’s inspiring and proves that everyone has a role in finding solutions to climate and social challenges.  

Can you share your #1 tip for making sustainability more accessible to individuals?  

Find out what someone is passionate about, and introduce them to sustainability through that topic or lens. If someone is passionate about coffee, explain how the coffee supply chain works and ask them to sample sustainably sourced beans. If someone loves going to the theatre, talk to them about the Arts Council’s ambitious plans to reduce waste in venues nationwide and the role art can play in furthering the sustainability conversation. These issues become personal when we can relate them to our own passions and lives.