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Impact Partner Interview: Mitchel White, Reward

By July 21, 2022No Comments
ViewsForChange and Reward eCommerce Agency Interview

Founded in 2014, Reward is an ecommerce marketing agency based in Manchester working with sustainable and ethical DTC brands to help you stand out in increasingly overcrowded digital spaces.

Or in 5 year old speak “We try to convince people to buy from nice people instead of the bad ones.”

We sat down with Mitchel White, Founder & Director to ask him some of our burning impact questions!

Reward Agency ViewsForChange Impact PArtner

Tell us about the Reward team!

We’re a small team of 6 all living in Manchester.

We’re a creative bunch and are all very individual but with a shared passion for doing the right thing by people and the planet.

We have a lot of shared life experiences which means we get along well and we all feel safe to be open and honest, knowing we have the support of everyone around us.

I’m a little biased but it’s a rather lovely team!

There is a real mix of personalities and skills across account management, SEO, PPC and Digital Design as you’d probably imagine!

What are you most proud of as a company?

Our B Corp impact score of 111.5, which to our knowledge is the highest scoring B Corp marketing agency in the world and much higher than the threshold for certification.

What does the word ‘impact’ mean to you?

Impact is a positive word to me, it means leaving a mark when you’re no longer here.

A positive one that can be remembered for the right reasons, it could be having a positive impact on the planet by giving back to nature or by improving the lives of others around you and in communities where it is most needed.

Some people think profit and purpose don’t mix. What would you say to them?

Shhh. Of course profit and purpose mix.

Purpose led businesses are profitable, they resonate with the right audiences and they create lasting relationships with people who care passionately about the causes that brand champions.

They connect with their audience on a deeper level than their “traditional” counterparts.

By embedding purpose at the core of a brand, you’re able to better understand and serve the needs of people.

Take a look at some of the most successful brands that stick around like Patagonia. Purpose = profit = longevity.

Take a stand and share your viewpoint on the things that matter to you and your brand.

What advice would you give brand founders & marketers starting out on their impact journey?

Learn from others and read lots.

I’ve been around a little while in the impact and marketing industry and I still have a lot to learn.

Sustainability and impact change so quickly, you need to keep up to date with what your peers are doing, what’s happening in the impact community and adapt to the latest information you have available.

Having said that, I’d say stick to one thing – it’s easy to get distracted by the latest shiny topics, Net Zero and Circular Economy for example.

The business world loves a buzzword, tap into themes and topics but try not to dilute your brand message or core values by flitting between ideas and the latest shiny thing.

Take a stand and share your viewpoint on the things that matter to you and your brand. 

Step in ViewsForChange, it’s the perfect platform for us!

What are your most excited about the ViewsForChange platform?


Two things. Nicola at ViewsForChange has been on my radar for a long while now, in my opinion she has the perfect balance of business and impact, understanding her product and how to position it whilst being true to her values and wanting to leave a positive mark.

Secondly, we constantly have debates in the agency about giving money to Meta post Cambridge Analytica and the questions around data privacy, but it’s a necessary evil and so if we’re going to use the platform to help our client partners reach their audiences it should also be having an even bigger tangible positive impact.

Step in ViewsForChange, it’s the perfect platform for us – making it easy to quantify social impact and also improve on the key metrics we’re measured on as an agency. 

Let’s do a shout out to your awesome clients! 

We work with eCommerce brands across a few different niches from apparel and fashion to health & wellbeing to lifestyle and nutrition.

Our client partners are making a positive change in their niches. Some notable names are Gibsons Games, Sacet, Zalando, Bamboo Barter and The Active Kollection. 

What brands inspire you? Who do you follow & track for inspiration?


Patagonia. I don’t think there is a better example of how to take a stand as an activist brand, they live and breathe their values and their marketing campaigns not only create impact but also work in driving brand awareness and conversion.

What does the future of marketing look like from your perspective?

I’d like to see marketing teams move beyond purpose campaigns, towards truly embedding sustainability at the core of organisations. I’m sure we’re all aware of how widespread greenwashing has become. I’d love to see organisations fully commit to purpose rather than looking at it from a short term marketing campaign perspective.

In terms of future trends, I think people will tire of sustainability messaging and story led campaigns (think John Lewis).  I think that’s why embedding sustainability throughout every level of the organisation from product development to marketing to board level is so important. People will tire of seeing the same claims of higher purpose from brands and people will start to build message blindness. 

Want to explore more?

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Nicola Telford

CEO & Co-Founder of Views For Change.

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