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Green Leader Q&A #38: Hannah Cox, Director of Sustainable Impact Agency, Betternotstop

Hannah runs betternotstop a sustainable impact agency in Manchester. Their ‘More Than Music’ report, offers event frameworks for sustainability in music festivals, evidenced by their work at Kendal Calling where 98.07% of tents were taken home by attendees. As a B Corp Certified company, they also run the consistently sold out Better Business Summit every January. Championing a sustainable future, with brands such as Patagonia, Tonys Chocolonely, Faith in Nature, and Earth Percent. Hannah shares her journey in sustainable events in our monthly Q&A.

1. What is the proudest sustainability achievement or moment of your career?

Counting tents in the rain with Andy Smith (Director at From The Fields) at Kendal Calling 2022 and seeing the smile on his face.

2.  What was your worst ever sustainability-related decision, project or initiative and why?

At the first ever after party at the Better Business Summit, I turned up to see hundreds of people drinking out of single-use plastic cups because the venue had lied to me. NOT good for PR or the planet.

3.  What are you excited about implementing this year?

Changing the law in the UK to make the government look after its people and our planet.

4.  Which environmental issue do you most care about?

Taxing the rich.

5.  What sustainable change have you made in your personal life that you are most proud of?

Learning the piano.

6.  What do you read to stay in touch with green issues?

I listen to the Better Business Network community.

 7.  What is the most memorable live performance in your life?

Max Richter at bluedot 2023. The first song was so incredible I didn’t think I would be able to handle watching the whole set I was such an emotional wreck.

8.  Was there a moment you committed to taking action on climate change?

I realised I wanted my purpose in life to make the world better for people.

9.  What are the most important issues to tackle at your event?

Audience empowerment.

10. What do you think is the most significant challenge for the events industry becoming more sustainable?

Senior Leadership teams thinking sustainability is a pillar or department. It should be the foundations of every event.

11. Can you share something sustainable from another artist or event or company that inspired you to make a change?

Shambala going plant-based. Chris is a visionary.

12. What is the secret to your sustainable success?

Hard work and good friends.

13. Tell us something you feel positive about right now that relates to the environment

Sophie who worked on the MTM report with me has just started an incredible business working with carbon neutral fuel – could be a gamechanger.

14. Tell us a book, film or recent article you feel others should watch/read and why about positive change?

Old, but I always share it:

15. Can you give people new to sustainability in events a top tip?

Do what you can, when you can, with what you have.

16. What is the favourite festival moment of your career?

The Monday night curry and red wine after every festival.

17. What habit or practice has helped you most in your personal journey in life?

Ask for help. If someone says no, I’m in the same place I was before.

18. Is there anything new or exciting you are planning or changing for the future that you can tell us about? Even a hint!

On Wednesday 17th Jan we announced that we have officially put nature on our board of directors, inspired by Faith In Nature

19. Will we save the world?

It’s not the world that wants saving, its humanity. But, also, yes.

20. What would your sustainable superpower be?

Time Travel.


Follow Betternotstop on Linkedin and Twitter.

This Q&A originally appeared in our January 2024 Vision: 2025 newsletter. Sign up to receive monthly event sustainability news, case studies and guest blogs direct to your inbox.