Jake Backus is a highly experienced managing director and sustainability strategist, with expertise in commercial and brand sustainability strategy, B Corp achievement, and net positive business for SMEs. He is also a lecturer, speaker, and researcher in the areas of plastics and ocean plastics, air pollution, and natural forest regeneration. Additionally, he supports social enterprise start-ups at Oxford University and runs a social enterprise social space that enhances student mental health. He campaigns for active travel and healthier cities and is motivated by environmental and social sustainability, ethics, and values-led business, as well as holistic and systems thinking with a significant impact. His career highlights include leading the thinking and development of Sustainability as a commercial function within Coca-Cola, serving as the Head of Sustainability at Seacourt Ltd, and founding Common Ground Cafe & Shared Workspace.