Tom Idle

Tom Idle is the founder of Narrative Matters, a content creation agency that develops, creates and publishes content that truly engages audiences around issues of global social, environmental and economic importance. As the former editor-in-chief at 2degrees, Tom now provides strategic editorial insight and support to help organisations – from large corporates, to NGOs – build content strategies that focus on editorial that is accessible, shareable, intelligent and conversation-driving.

Posts by This Writer

3 years 5 months ago

Consider the fashion sector for a moment, and specifically one of the backbones of the industry: cotton.

As the most widely used natural fibre used in clothing today, it is a hugely important crop. And more than 100 million smallholder farmers and their families rely on cotton for a living, with 90% of those farmers living in the developing world.

But cotton faces significant sustainability risks and challenges, not least its reliance on water and the impact of climate change. For every t-shirt made, around 2,700 litres of water is used in the agricultural process – the same amount of water the average human drinks in three years; it...

3 years 6 months ago

(3BL Media/Justmeans) — The organic baby food market is about to explode even further.

While the global market is expected to account for $5.6 billion by 2020, representing an annual growth rate of more than 10%, the market in the so-called BRIC countries (Brazil, Russia, India and China) is projected to reach $3.5 billion, a growth rate of a staggering 19.5% between now and 2020.

And that is because of a number of factors, including: Rapid urbanisation; rising parental concern to feed their child with healthy and chemical free products; health awareness programmes by regional governments; and a real emphasis on natural nourishment...

3 years 8 months ago


Guest blog by Tom Idle

Jennifer Holmgren, the CEO of pioneering green fuels business LanzaTech, has been hunkering down at the beautiful Cedar Lakes Estate, some 70 miles outside of New York City. For two weeks of limited access to the outside world, she, along with 11 other business leaders, have been put through some serious mentoring and business strategising as part of the Unreasonable Impact programme in the US – an initiative orchestrated by Barlcays Bank and the Unreasonable Group.

And it was for good reason.

LanzaTech was selected as one of just 12 businesses from, let’s face it, a gargantuan...