Joanna Yarrow

Joanna Yarrow (MA Oxon, MProf)

Partner, Campaigns Director

Joanna specialises in sustainable living and making green, healthy lifestyles attractive & accessible – a passion that began growing up in a Sussex woodland.

After working as a sustainability communications consultant for organisations such as BT, Tesco, Royal Mail and the Earth Centre, she co-founded and ran sustainability company Beyond Green, leading a portfolio of strategy, development and communications projects for clients including Audi, the Premier League and P&G.

She presented BBC3’s Outrageous Wasters & has covered consumer-focused sustainability stories on a range of TV lifestyle & current affairs programmes. She wrote 1,001 Ways You Can Save the Planet, How to Reduce Your Carbon Footprint & Eco-logical! and fronted consumer behaviour-change campaigns including the Ariel/Energy Saving Trust energy- & water-saving campaigns, the Future Friendly Awards & Virgin’s ‘Plane Relief’ initiative.

As Head of Sustainability for IKEA UK & Ireland she led the integration of all aspects of sustainability into business growth, positioning, engagement and innovation, pioneering the award-winning Live LAGOM sustainable living engagement programme. She then moved to Sweden to become IKEA’s Global Head of Sustainable and Healthy Living, leading the company’s work to make sustainable and healthy living affordable, attractive and accessible for as many people as possible worldwide, with the goal to inspire and enable 1 billion people to live better lives within the limits of the planet by 2030. 

At Human Nature Joanna leads our work in IMPACT – setting our goals  (benchmarked against the highest standards), ensuring we find sweet spots for exponential sustainability in our plans, designs and partnerships, and connecting us to movers and shakers across global business, in game-changing investment, among ngos and government bodies, building our brand and running change and communications programmes. 

In short, Joanna steers and amplifies our work and connects it to the best-in-class work of others for maximum impact.  She also has responsibility for strategic communications, for place brands and ‘future customers’.  

Joanna studied Human Sciences (MA) at Oxford University & has a Masters in Leadership for Sustainable Development from Forum for the Future. She received an honorary doctorate from Staffordshire University in recognition of her work on sustainability & climate change.

She loves yoga, swimming (outdoors if possible), growing veg (indoors if necessary) and composing eccentric children’s stories. She doesn’t have a driving license but picks up speed on her electric cargo bike.