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Eco Hero: Sallyanne Flemons

Sally Hill | 28.10.10

Two years ago, Sallyanne Flemons was appointed the founding editor of daisygreenmagazine.co.uk – a woman’s magazine with an ethical twist. The online magazine now has around 30,000 weekly subscribers and is a leader in its field. Sallyanne is married with two children and lives in Newcastle upon Tyne.

Writer Anna Shepard gets her take on the issues. -- ed.

How would you describe yourself?

Mother, writer and light green campaigner

What is your mission?

To bring ethical living into the mainstream and make it accessible and enjoyable for everyone, whether or not they are already green. Although I’ve always been driven by ethical issues (I joined Friends of the Earth as a teenager), I’m also quite girly. I love fashion and beautiful things, so I’ve tried to bring those two things together in Daisy Green.

Why did you set up Daisy Green?

When Nicola Alexander and I set up the online magazine two years ago, it was a backlash against women’s magazines that followed the fast fashion ‘buy, buy, buy’ model. We were also sick of publications that feed unattainable images to women, encouraging them to seek perfection in the way they look. We wanted our magazine to be glossy and fun, but for it to make women feel good about themselves not inadequate.

Career highlights?

The simple pleasure of reading hundreds of positive comments from readers who completed our recent survey brought tears to my eyes. Daisy is my passion – it’s been a hard graft and it was overwhelming to have affirmation that women were enjoying it immensely and finding green inspiration.

What's your next project?

To continue growing the magazine and increasing our readership. There is a perception that to be ‘green and good’ means that you shouldn’t embrace marketing, but without it, you can’t make a green business work. We’ve learnt that you have to embrace whatever works, whether it’s social media or marketing.

What do you think is the next big challenge?

To demonstrate that green business can also be effective business. I’m keen to prove that it is possible to run a business sustainably and to make a profit. The more green entrepreneurs who make it, the better.

What would you change?

The idea that individual action can’t make a difference. During my time as marketing manager at Global Action Plan, research was carried out looking at barriers to green action. It emerged that lots of people feel that their own contribution wasn’t going to make a difference in the face of hugely negative headlines about climate change. Daisy Green aims to change that, to show that there are easy things that everyone can do. Women, particularly, have a lot to juggle in their lives. We don’t tell them what to do; we flag up what’s easy to do.

What top green principles do you live by?

I don’t do everything right. I have a particular weakness for shoes, but since I’ve been editing Daisy Green, my interest in vintage and charity shop clothes has developed. Far from making sacrifices, it has ignited creativity within me – I’m exploring what I already have, rather than buying more. In terms of what I do in daily life, I try to walk rather than take the car; I turn lights off as much as possible, and I take my own bags to the supermarket. Every woman should do what fits easily into her life.

Any green sins?

My office is full of gorgeous samples of natural beauty products. It’s ironic that in order to encourage people to be greener, I have ended up attracting all this stuff. But I justify it because if I review the products, more people will buy them, which is better for the environment than if they bought conventional products.

Is organic important to you?

Yes, especially with children. I’d rather spend more on the food I feed my family than buy myself a new dress. Like everyone, I have those dilemmas at the supermarket when I’m trying to work out whether to buy organic, seasonal or local food. If I find something that’s organic and locally produced, I get very excited – that’s my gold standard.

What one thing do you wish everyone would do?

Recognize that there’s beautiful symmetry and astonishing complexity in the world and that we should work with it, not against it.

What's the best way of spreading the green message?

Social media is certainly one way that is proving successful at the moment. I love the way it has turned media communication into a democracy, everyone can put their ideas out there. My job at Daisy Green is to stay on top of the different ways that are evolving and make sure that we are making the most of them.

How long have we got to save the planet?

I’m optimistic. There’s change in the philosophy behind how people live their lives, which is combining with technological innovation to stimulate big changes. That said, I couldn’t begin to imagine exactly how long we’ve got, so I’d go along with what chief scientific advisor to the UK government Professor John Beddington says, which is ten to fifteen years.

Who is your Eco Hero?

I’m inspired by women who balance family life with creating really successful green businesses. The best example is the late Anita Roddick. I’d also add Jo Wood, who runs an organic beauty business and Safia Minney, who set up People Tree.

www.daisygreenmagazine.co.uk

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anna shepard, ethical living, daisy green magazine