About Us

If changing behaviours was easy, we’d all be super-fit with PhDs, empty inboxes and spotless bathrooms. And, what’s more, climate change probably wouldn’t be a problem.

But in reality, doing the things we know are good for us (not to mention our world) is really hard.

Do Nation is here to make it easy.

Our clever online platform is powered off years of academic, technical and professional expertise in behaviour change. When someone makes a pledge on Do Nation, there's a 54% chance they’ll stick to it for the two months, and 42% chance they’ll do it for a year or more!

But that's only half the story: as well as helping individuals change their behaviour, we're here to start a movement - to build a nation of do-ers, who are committed to creating a better world.

Our pledge platform is powered off three fundamental beliefs:

First, that small sustainable lifestyle changes don't just cut carbon, they lead to happier, healthier, more productive lives - at home, at work and everywhere in between.

Second, that even though it doesn't always feel like it - small actions really do add up. And we're not just talking about tonnes of carbon! When lots of us commit to taking action for the environment it sends a powerful message to businesses, government and other decision makers about our collective commitment to change.

And third, that given the right conditions people can change. For the better, and for good.

Supporters and Awards

BusinessGreen Leaders Employee Engagement
BusinessGreen Award Winner
Wayra UnLtd
LinkedIn for Good
Ben & Jerry’s
The Young Foundation
Cabinet Office
Tellus Mater Foundation
Educate North
New Radicals
Crowdcube runner up
GreenGown Awards runner up

Our Story

A lot of businesses talk about their ‘journey’ in a metaphorical sense. Ours is a bit more literal…

page break 1

Part one: from London to Morocco to Companies House

In 2009, Hermione - Do Nation’s CEO - cycled from London to Morocco.

With a passion for sustainability (and a Masters in Environmental Technology that focused on pledging and behaviour change), she decided to use the trip to test out an idea...

Unlike many traditional causes, the environment needs action much more than it needs cash. For example, did you know that 42% of the UK's impact come from how we - as consumers, as employees, as citizens - behave?

So, instead of asking for traditional sponsorship, Hermione asked people to donate simple, sustainable actions to sponsor her trip - such as cycling to work or eating less meat. Which meant, instead of saving two flights’ worth of CO2 emissions, she saved the equivalent of 84’s worth!

The idea was a hit and became Do Nation. Since then, over 15,000 people have made nearly 32,500 pledges supporting other people's challenges (you can read about a few of them here). That's a saving of around 1220 tonnes of carbon (or as much carbon as emitted by 2713 flights from London to New York).

But that was only the start of our journey.

page break 2

Part two: from individuals to businesses

In 2013 (after a few wrong turns and helpful prods in the right direction), Hermione had a bit of a lightbulb moment.

Could the principles of Do Nation be applied to the work environment, to help businesses reduce their impact? (Clue: the answer’s ‘yes, of course’).

People with exciting job titles - like Head of Sustainability and Green Champion - started using our platform to encourage their employees to commit to simple pledges - like cycling to work or turning off monitors.

Instead of running marathons or climbing mountains (or sponsoring colleagues to do similar challenges), employees were using our site to compete against each other in teams to see who could save the most carbon.

As more and more businesses started using the site, we realised it needed more features - like better customisation, communications and measurement. So we got to work. And, in the spirit of small change really adding up, we crowdfunded to reach the next level of our development.

Today, Do Nation is thriving - and we’re so excited to see how many individuals and businesses are inspiring those around them to commit to making a change.

page break 3

And then in Part 3: from today to tomorrow

We're a small startup with a big idea: we want to create a world in which sustainability is mainstream and helps everyone live healthier, happier lives.

Because of the social nature of Do Nation, our reach is growing fast and we’re on track to positively influence thousands of new people this year - and hundreds of thousands in the years to come.

We still have so many ideas about what’s next - from shiny new features, to exciting new markets.

We’d love you - or your business - to be a part of that journey. If you would too, please get in touch.

page break 4

Our Team

Hermione Taylor

Founding Director

Martin Warne

Chief Technical Officer

Pete MacRobert

Non-Executive Director

We’re a Social Enterprise

Do Nation is a social enterprise – that means we work like a normal business but with an equal focus on our social, environmental and financial bottom lines. Our social and environmental mission is written into our articles of association - that means there’s no getting around them. It’s our very reason for being.


  • Filter:

  • All ()

  • ()


See more