It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Laura Elms, Head of Sustainability at Human Forest for National Bike Week.

HumanForest is London’s most sustainable e-bike app. It’s fleet of bikes are 100% electric and are free for the first 10 minutes of riding. They are trying to get Londoners out of cars and onto bikes in a bid to cut carbon emissions.

Laura worked in agency and at AI platform Dataminr before joining Human Forest.

In our discussion, we covered:

🚲The difficulties of running their service through the pandemic

🚲How they countered bad perceptions of their app through a very human campaign

🚲Why it's so important their messaging reflects the team at Human Forest