About us
Our team of expert circular economy advisors, consultants, partners and collaborators thrives in supporting entrepreneurs who are working to accelerate the circular economy. We’ve worked with some of the most successful corporates on the planet to bring about change. We then took everything we learned from our time there, to build the next generation of entrepreneurs. We work to transform behaviour with hit circular products and services. We measure success by ‘how it is done’ as much as ‘what is’ done.
team, advisors, consultants, partners, collaborators
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About us

We’re on a mission transforming behaviour with circular hit products and services that regenerate natural systems and build a world without waste.

For many years through our consumption, we have taken out more than we have put back thereby diminishing our finite resources. We want to change that and let nature be a stakeholder.

This can become the default setting for the way we live our lives; so it becomes second nature, hence 2N.

Our team and network combine award-winning entrepreneurs, investment gurus, inspiring changemakers and passionate purpose led-professionals all focused on championing start-ups, innovation, circular economy, regenerative design, social justice and responsible business.


Martin Allen Morales

Co-Founder & Director
My granny was an environmentalist who taught me about regenerative, fair trade, co-operative farming and zero-waste. This knowledge shaped my work which includes building a team from scratch at Apple and launching and leading iTunes Europe. But also to become an entrepreneur through my award-winning sustainable food and restaurants group Ceviche and Andina.


Like Apple, we grew the business fast and I exited in 2019 transitioning to circular economy and impact investing through the Ellen MacArthur Foundation and working at Ashoka, Big Issue Invest, Future Fit Foundation and Be The Earth Investments. I’ve since also advised a number of circular economy tech platforms and consumer product companies and thrive on supporting entrepreneurs and changemakers in solving key challenges.

Carolina Connor

Co-Founder & Director
I grew up in El Salvador in a family that forged in me a deep sense of the importance of community and care for others; values I strive to live by every day. Upon moving to the UK in the late ’90s, I worked for multinational organisations forging successful commercial partnerships around the globe. Through this  traveling, I became increasingly aware of how social inequalities and waste are a common problem and not just present in underdeveloped regions.


So after completing a number of courses at Cambridge Institute for Sustainability Leadership and the University of Exeter, I now apply my business experience advising entrepreneurs on sustainable strategy and circular economy business models, identifying strategic partnerships and supporting companies like Clim8 Invest and Common Objective with impact investment.

Tessa Clarke

Co-Founder & CEO

Tara Button

Founder & CEO
Buy Me Once

Tamsin Lejeune

Founder & CEO
Common Objective

Chris Grantham

Executive Director
Circular Economy

Rebecca Pearlman

Head of Sustainability & Impact Investment
Herbert Smith Freehills

Zoe Clements

Former Partner

Devi Clark

Managing Director
Impact Hub King’s Cross

Mark Cheng

European Director

Tom Rippin

Founder & CEO
On Purpose

Adam Lusby

Snr Lecturer Entrepreneurship
Circular Economy Specialist
University of Exeter

Hanna Leach

Houghton Street Ventures

Sarah Chapman

Entrepreneur & NED

Hugh R McCann

Strategic Partners Lead Europe
Ellen MacArthur Foundation

Tristram Stuart

Environmental Campaigner
Author Entrepreneur
Founder at Toast Ale

Tom Hunt

Award-winning eco-chef
Climate change campaigner & author
The Guardian

Connor Hill

Circularity Leadership Advisor
Coach & Consultant

Our network of freelance professionals cover:

Business Plan & Strategy
Investor search & Fundraising
Grant Applications
Branding & Graphic design
Sales & Marketing
Communications & Campaigns
Circular product design
Supply chain management
Materials sourcing
Impact measurement
Sustainable procurement
Waste management
our values

WWND? (What Would Nature Do?)

We treasure the harmony of Nature. Everything we do is modeled after it. We are collaborators and synergists, co-creating new systems. We bring planet, people, profit and purpose together.

Regeneration Revolution

Whether it’s designing a circular operating model or building a zero-waste product, where others see hurdles, we see opportunities to disrupt linear systems.

Lights! Camera! Action!

We research, listen and think then quickly act and give the performance of our lives. We are the sustainable fuel that powers circular business with an anti-inequality and anti-climate change agenda.