our team
We share the belief that business should be a force for good.
We’re a small team, chock-full of ambition. We come from different backgrounds – finance, creative, technology, sustainability – but what unites us is a genuine commitment to living the values we promote.
None of us are perfect, all of us are on the journey.
Justin Bellinger
CEO
Justin has spent 20-plus years leading transformation programmes across digital, telecoms and regulated industries. He’s chaired Innovate Guernsey, sat on the board of Guernsey Electricity, and delivered complex infrastructure and expansion projects across multiple markets. He knows how to build things that scale and how to navigate the governance that comes with it.
But the CV only tells half the story. Justin has been a vegetarian for 40 years – long before it was fashionable. His primary mode of transport for the last seven years has been a bicycle. He buys his clothes from brands committed to environmental causes: Route One (1% for the Planet members), Etnies (Trees for the Future), and Dephect (artist collaborations). His grooming routine runs to deodorant in cardboard packaging and toothpaste tablets – and he cuts his own hair.
Is he perfect? No. He’ll tell you himself that his personal finances need work – he’s currently in the process of moving his money away from HSBC and into more ethical alternatives. His pension is staying put because the risk of moving it feels too high right now. That’s an honest trade-off, and exactly the kind of transparency etheco is built on.
Where he’s strong: Diet, transport, clothing, low-impact lifestyle.
Where he’s on a journey: Personal finance and investments.
Jason Hollingsworth
Founder & CFO
Jason is a Chartered Accountant with more than 30 years’ experience across private, public and third sectors. He’s held senior roles at places like Deutsche Bank, Barclays Capital and PwC, and has served as a fractional CFO for mission-driven organisations including Good Engine, the Aluna Project and Stronger Kent Communities. He’s been a trustee for multiple charities and co-founded several not-for-profit initiatives.
But what really drives Jason is the stuff that doesn’t appear on a balance sheet. He co-founded Nice to be Nice CIO, a registered charity supporting education in The Gambia, where he still volunteers as CFO. He’s been a subscriber to Ethical Consumer magazine for over a decade. His personal banking is with Nationwide and Triodos, his home insurance is with Naturesave, his pension is in ethical funds through Liontrust, and his energy comes from Octopus — all choices that mirror exactly what etheco recommends to its users.
For the past two years, the majority of Jason’s clothing has come from Vinted and eBay. He buys household products from the Ethical Superstore and uses Wild refillable personal care products. When he travelled to the Change Now conference in Paris, he went by Eurostar rather than flying. He’s honest about the trade-offs too. Reducing meat to 20% of his diet is a work in progress, not a destination reached. His AI tools carry a carbon cost he’s committed to calculating and offsetting. But the direction of travel is clear and consistent.
Where he’s strong: Banking, insurance, energy, pension, clothing, charitable giving, low-carbon travel.
Where he’s on a journey: Meat reduction, travel carbon footprint.
Robbie Sloan
Ethics & Integrity Architect
Robbie was born in a wood in Scotland, and he’s been trying to help nature flourish ever since. He’s a qualified nature therapist, a strategic creative with 25-plus years of experience shaping brands that stand for something, and the person at etheco whose job it is to make sure we never lose sight of why we’re doing this.
Over the years, Robbie has led storytelling projects for Greenpeace, Friends of the Earth, the World Health Organization, Amnesty International and Nattergal. He’s held senior creative roles at purpose-driven startups including Celestial and Pure Electric. For the past five years, he’s been the volunteer creative director at Heal Rewilding, a nature charity rewilding 460 acres of poor farmland near Frome in Somerset. His work there includes the award-winning film “Deserves To Bloom” and the acclaimed outdoor immersion experience “Into The Darkness”.
In his own life, Robbie drives an electric car, has solar panels and a home battery that’s cut his electricity use by 25%, and uses Ecover for household cleaning. He banks with both NatWest and Triodos, and uses Claude as his AI tool of choice.
But Robbie was also the first person on the team to say what most people are thinking: “Switching just feels like a hassle, and I guess I’m right in there with most of the population.” That honesty is the whole point. His energy is still with British Gas. His car insurance is with Aviva. His personal grooming products aren’t eco. These are exactly the kind of real-world trade-offs that etheco exists to help people navigate — and Robbie is navigating them alongside everyone else.
Where he’s strong: Nature and environmental advocacy, electric vehicle, solar energy, rewilding, creative storytelling for good.
Where he’s on a journey: Energy supplier, insurance, personal grooming products.
Kelly Beswick
Head of Marketing & Content
Kelly has spent more than 30 years in journalism and publishing, working across newspapers, magazines, supplements and digital platforms with titles including Time Out, The Mail on Sunday, The Evening Standard and Radio Times. Her career has taken her through commissioning, features editing, deputy editorships and full editorial leadership — and along the way she’s developed an instinct for what makes content clear, engaging and worth reading.
She’s also a published author of several parenting books, which says something about her ability to take complex, emotive subjects and make them accessible and practical — exactly the skill etheco needs.
At etheco, Kelly is the person making sure our voice stays true. She’s the guardian of our editorial standards, our style, and our tone — ensuring that everything we publish is warm without being woolly, informative without being preachy, and trustworthy down to the last detail. If a sentence doesn’t feel right, Kelly catches it. If a claim isn’t backed by evidence, it doesn’t get published. In a world awash with greenwashing, that editorial rigour is one of the most important things etheco has.
Alongside her etheco work, Kelly continues to serve as an editorial consultant, helping organisations ensure their communications — from advertising to web copy — are compelling, accessible and on-brand. She brings that same meticulous attention to everything we put out into the world.
Phillip Long
Creative Director
Phillip brings a global background in fine art, installations and multimedia to etheco‘s mission.
He co-founded and led the visual direction at London agency Ditto, shaping communication strategies for organisations including the Bank of England, Deutsche Bank, Thomson Reuters and BT. His experience spans digital, physical and video platforms, with a strong instinct for brand integrity and audience needs.
At etheco, Phillip is the person translating our ethical data and rating methodology into something you actually want to use — a compelling, trustworthy and intuitive experience that makes doing the right thing feel effortless.
Where he’s strong: Energy, mobile and web, grooming, cleaning.
Where he’s on a journey: Banking, groceries, meat consumption