What We Do Ethical does

We Do Ethical is a UK-based sustainability consultancy founded in 2009 by Kelly Levell and headquartered in Bournemouth, Dorset. It operates two legal entities: We Do Ethical Limited (Company No: 12846641), the commercial arm, and We Do Ethical Projects Limited (Company No: 16796356), a not-for-profit subsidiary for charitable initiatives. The company sells tiered subscription ESG onboarding programmes (£9.20-£183.33/month) that include scope 1, 2, and 3 carbon measurement, net zero pathway development, and TCFD-aligned climate disclosure support, with optional add-ons for CSR-A accreditation and access to over 1,300 UN-accredited carbon credit projects for VER/CER trading.

The product portfolio extends beyond ESG software into community-facing services: a Verra CCB-certified Tree Pledge programme planting in five Sub-Saharan African countries (Cameroon, Kenya, Senegal, Uganda, Tanzania), Workforce Wellbeing Days at £49.99/person (NHS Five Pillars framework), an annual Ethical Awards programme running since 2014, the Ethical Kitchen Garden community project, Sea Pledge marine restoration, Kick Out Carbon sports initiative, and the SWIFS fire service diversity programme launched in 2024. GTM motion is sales-led for ESG consulting, community-led through volunteer and awards programmes, and event-driven for wellbeing activities. Distribution is primarily direct via the wedoethical.org website, email consultation, and Crowdfunder for tree pledges.

Customer segments span UK SMEs and micro-businesses (primary, via subscription packages), government organisations (Dorset Council, BCP Council), enterprise partnerships (Lush Cosmetics UK, Miss England), and community/charity organisations. Notable commercial anchors include a partnership with Miss England since 2014 for the Ethical Queen Award and brand inclusion in the 2022 Platinum Jubilee Pageant Commemorative Album. Revenue, headcount, and external funding are not disclosed; the company is founder-controlled with no institutional investors identified in the source material.

Name

We Do Ethical

Legal name

We Do Ethical Limited

Website

https://wedoethical.org

Company type

Private

Founded year

2009

Operating status

Operating

Short description

We Do Ethical is a UK-based sustainability consultancy offering tiered ESG onboarding subscriptions, carbon measurement, tree pledges (Verra CCB-certified in five African countries), CSR-A accreditation, wellbeing events, and community programmes. It serves UK SMEs, government bodies, and community organisations through a sales-led and community-led GTM.

Ownership category

akta.pro rank

Product category

Sustainability and ESG Consultancy

NAICS

Environmental Consulting Services (541620)

SIC

Services-Commercial Physical & Biological Research (8731)

akta.pro primary industry

Benchmarking, Ratings & Stakeholder Reporting Portals (Scorecards, Dashboards) (EUABAEAJ)

akta.pro secondary industries

Carbon Accounting, Verification & Registry Services (MRV, Audits, Certification) (IMAMAJAE), Voluntary Carbon Credit Verification & Validation (VCS/Gold Standard/ACR/CAR) (EUABACAA)

Keywords

• Sustainability consultancy
• ESG advisory services
• Carbon offset programmes
• CSR accreditation
• Net zero consulting

Headquarters

HQ city

Bournemouth

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. ESG Consultancy Services: Subscription-based ESG onboarding programmes with tiered pricing packages for different business sizes. Includes access to carbon measurement platforms, tree pledge commitments, and optional add-ons like CSR Accreditation and Carbon Trading.
2. CSR Accreditation Services: Fees for CSR-A accreditation process including training, consultation, and verification services.
3. Carbon Trading Services: Add-on service for listing and trading VERs and CERs, with access to over 1,300 UN accredited projects. Fees based on business size.
4. Wellbeing Activities: Paid wellbeing activities including Mud Bath Sauna Sea Dip experiences, cooking classes, clothes swap parties, and litter pick events. Minimum 8 people at £49.99 per person per 2-hour activity.
5. Ethical Awards Programme: Annual awards programme recognising changemakers in sustainability. Revenue generated through entry participation and Business Legacy Partner Pack sales.
6. Tree Pledges: Revenue from tree planting pledges where individuals and organisations donate to plant trees in Commonwealth countries across Africa under Verra CCB certification.
7. Ethical Kitchen Garden Sponsorship: Corporate and business partnerships for the Ethical Kitchen Garden programme, providing sponsorship, resources, or employee volunteering opportunities.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels11 records

Core offering

We Do Ethical is a UK-based sustainability consultancy that sells an ESG Onboarding Programme covering Scope 1, 2 and 3 emissions measurement, net zero pathway planning and ongoing ESG reporting. The offering is bundled with certified tree-pledge carbon offsetting (Verra CCB Standard), optional CSR-A accreditation and workforce wellbeing activities, and is delivered on a subscription basis tiered by organisation size.

Product overview

We Do Ethical is a sustainability consultancy offering a portfolio of interconnected environmental and social impact services. The core offerings include the ESG Onboarding Programme (a five-step net-zero pathway service with automatic carbon tracking), the Tree Pledge Programme (carbon offset via certified tree planting in Africa), and the Ethical Kitchen Garden (community garden educational programme). Additional services include CSR-A Accreditation, Carbon Trading add-ons, Workforce Wellbeing Days, Sea Pledge marine restoration, Kick Out Carbon sports initiative, Ethical Awards recognition programme, SWIFS fire service inclusion initiative, Transform Our World education platform, and various community outreach programmes including litter picks, beach cleans, and toiletries distribution. The company operates as a platform of distinct programmes rather than a single unified product, with services designed to complement each other for businesses seeking comprehensive sustainability solutions.

Differentiator

Problem solved

Functional benefit

Products and services

• ESG Onboarding Programme

Quantifiable outcome

• Forest Garden offsets 144.64 metric tons of CO2 per acre over 20 years
• +6 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

13 partnerships are on record, tiered minor and core.

• Street Expressions CIC, BournemouthminorGTM or Marketing Partner · 1 January 2025Fashion show host for Ethical Awards Mixer Event scheduled for Summer 2025.
• Hope For Food charitycoreStrategic or Co-development Partner · 1 January 2020Partnership since December 2020 for toiletries community outreach. Provides personal care products to vulnerable community members including homeless, serving 1,200 people monthly at St. Stephen's Church, Bournemouth.
• BCP (Bournemouth, Christchurch and Poole) Council - Leave Only FootprintsminorStrategic or Co-development Partner · 1 January 2019Partnership since summer 2019 for litter picking events and beach cleans involving local business community in wellbeing days.
• Miss EnglandcoreStrategic or Co-development Partner · 1 January 2014Partnership since 2014 for Ethical Queen Award (formerly Eco Award Round). Sustainability expert Kelly Levell serves as head judge. Includes tree-planting pledges alongside ethical fashion challenges for Miss England contestants.
• Suttons / Thompson & MorganminorStrategic or Co-development PartnerSponsor for Ethical Kitchen Garden programme. Parent company Thompson & Morgan gifted 170 bee-friendly bulbs for St Ambrose Church pilot launch, marking their 170th birthday.
• Rothamsted ResearchcoreStrategic or Co-development PartnerResearch collaboration for soil studies including Integrated Pest Management (IPM) strategies to minimise chemical pesticide use in community gardens.
• Transform Our World / Eco-SchoolscoreStrategic or Co-development PartnerPartnership delivering free, high-quality sustainability resources and hands-on projects across UK. Part of community of over 7,000 educators empowering students to take environmental and social action.
• Lush Cosmetics UKminorStrategic or Co-development PartnerCollaboration for clothes swap events, including their first-ever clothes swap event in the UK.
• St Ambrose Church, WestbournecoreStrategic or Co-development PartnerPilot project location for Ethical Kitchen Garden. First site for the national community garden programme.
• Dorset CouncilcoreStrategic or Co-development PartnerPartnership contributing to Dorset Council's Local Nature Recovery Strategy and 30 by 30 conservation goal to protect 30% of land and sea for nature by 2030.
• Various major brands, digital platforms, global streamers, international broadcastersminorStrategic or Co-development PartnerEthical TV & Media initiative collaborating on documentaries, sport, news, podcasts, and live events to amplify impactful stories driving social cohesion.
• The Grand Station, WolverhamptonminorGTM or Marketing PartnerVenue host for Ethical Awards Semi-Final event on 3rd October 2025.
• SWIFS (Supporting Women Into the Fire Service)minorStrategic or Co-development PartnerInitiative founded by Mary-Anna Jennings in 2024 to promote equality and inclusion in UK fire and rescue services. Following successful pilot in Humberside, plans to expand nationwide.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Normative: Normative provides a carbon accounting platform with scope 1/2/3 emissions tracking, science-based target setting, and offset guidance — a direct functional peer to WDE's emissions measurement and net zero pathway offering.
• Greenly: Greenly provides a carbon accounting platform targeting SMBs and mid-market companies, with automated scope 1/2/3 tracking, regulatory reporting, and tiered subscription plans — a direct structural analogue to We Do Ethical's ESG Onboarding Programme.
• Plan A: Plan A offers a SaaS carbon accounting and ESG platform with emissions tracking, reduction planning, and offset marketplace — closely comparable to WDE's combination of carbon measurement, reduction planning, and carbon trading add-on.
• Persefoni: Persefoni is an enterprise climate management and accounting platform providing scope 1/2/3 emissions measurement and TCFD-aligned reporting — competes with WDE in the same enterprise ESG reporting category at the larger end of the market.
• Watershed: Watershed is an enterprise carbon accounting and climate platform with audit-grade emissions data and reporting — overlaps directly with WDE's ESG measurement, reporting, and stakeholder dashboard capabilities for larger customers.

Emerging players

• Cloverly: Cloverly provides a carbon offset API and sustainability platform with verified offsets and emissions calculations — an emerging player intersecting with WDE's offsetting and carbon measurement functionality via integrations.
• Patch: Patch offers an API-based carbon credit marketplace focused on high-quality, verified offsets — an emerging player in the carbon trading layer that competes with WDE's Carbon Trading add-on for enterprise buyers.

Broad incumbents

• Carbon Trust: Carbon Trust is an established sustainability consultancy providing carbon measurement, certification, advisory, and accredited standards — overlaps with WDE's consultancy and carbon certification positioning, with significantly larger scale.
• South Pole: South Pole is an established climate consultancy and project developer offering carbon offsetting, advisory, and MRV services — a broader incumbent that competes with WDE on the carbon project side and on consultancy work for enterprise clients.

Others

• Verra: Verra is the standards body that administers VCS and CCB certifications under which WDE's Tree Pledge and Forest Garden programmes are certified — an enabling/administrative ecosystem participant rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/WeDoEthicalOrg
• Instagraminstagram.com/wedoethicalorg
• Facebookfacebook.com/WeDoEthical
• LinkedInlinkedin.com/company/we-do-ethical-limited

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about We Do Ethical