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Episode 19: With Livia Firth

In this week’s podcast Patrick talks to Livia Firth MBE, Co-founder and Creative Director of Eco-Age and founder of the Green Carpet Challenge (GCC).

During the conversation, Patrick and Livia discuss the parallels between the social and environmental footprints of food and fashion, and how consumers can use their purchasing power to affect change and transform the fashion industry. “People need to use their buying power to differentiate between the animal products that are part of the problem and those that are part of the solution”, Livia and Patrick agree.

An important part of this transformation is an understanding of the provenance of our clothing. “Natural products have superiority over synthetic fibres” says Livia, calling herself a “huge fan of wool”.


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Livia is renowned for creating compelling frameworks and campaigns for environmental and social justice with global reach. A founding member of Annie Lennox’s ‘The Circle’, a powerful women’s advocacy group, she recently presented the findings of The Circle’s Living Wage report to the EU Commission. Livia is a UN Leader of Change and has also been recognised with the UN Fashion 4 Development Award and the Rainforest Alliance Award for Outstanding Achievement in Sustainability. She is a powerful communicator on progressive change; her keynote addresses include to the World Economic Forum.