Jake Backus

Jake Backus is the Chair of the Board of Trustees at Hidden Help and has a diverse background in sustainability and corporate responsibility. He is the Managing Director of Empathy Sustainability, where he focuses on aligning corporate goals with social values. Additionally, he co-founded Common Ground Café and Study Space, emphasizing community engagement and support.

In his role at Coca-Cola, he served as the Customer Sustainability Director, advocating for brands to take a proactive approach in promoting sustainability to consumers. Backus has been vocal about the need for brands to make sustainability appealing and integrated into their core messaging rather than treating it as a separate corporate social responsibility (CSR) initiative.123

His experience spans various sectors, and he is recognized for his expertise in communications and marketing, particularly in how businesses can effectively communicate their sustainability efforts to create positive consumer engagement.23