In the latest episode of The Conscious Finance Podcast, Leo Hewett chats with John Collins, CFO of Vivobarefoot - a purpose driven, B-Corp footwear company. John is also a board member at Friends Of The Earth.

John discusses his journey from studying Accounting & Finance at Dublin City University to achieving his ACA at Deloitte, and moving onto a secondment at multinational alcoholic drinks company Diageo.John explains he was always been looking for adventure in his entire life, and despite history being his passion, he was blinkered by his interest in finance.

As a proud Irishman, at one point during his time at Diageo, John had the unenviable task of being responsible for the quality of Guinness in the UK. After relocating to London, then to Dar es Salaam, on Tanzania’s Indian Ocean coast, and finally settling with his family in Bath, John has had an interesting and varied journey.

A chance meeting about an IVF treatment allowed John to make a life changing career change, joining Pukka Herbs - a southwest based business built with a purpose. Their founders wanted to demonstrate the power of herbs and the role they could play in human's lives.This role was the first time John truly understood what working in a purpose led organisation meant.

Having previously being of the mindset that he worked because he had to, his role at Pukka didn’t, John was aligned with the purpose. Back working in a traditional finance role, John felt that he was in a privileged position because finance has a much bigger role to play in business like stewardship, reputation, statutory obligations - all of which are non-negotiable and should never be compromised on.

Leo and John explore how to influence leaders to buy into a more conscious way of working - doing it for more than top line and bottom-line financial growth. Hear how John adapted conventional methods into a more holistic approach including the approach of suppliers, how to treat employees, and how financial performance can improve.

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