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Cambridge Forum for Sustainability and the Environment



Motivated by a strong belief in the potential of the citizen (though not the consumer) to create a better world, Jon founded the New Citizenship Project to provide a hub for this work.  He is working with philosophers, political scientists and lawyers at King’s College, London to deepen his understanding of the theory while at the same time developing the practice.  

Immediately prior to New Citizenship, Jon worked in brand and marketing at the National Trust where he made an idea called MyFarm a reality, a project whereby the National Trust handed over the running of a real working farm to the public through the web. He also founded the Wild Network to bring the National Trust together with the RSPB, NHS and over 100 other organisations to get children back into nature and played a key role in redefining the Trust’s purpose in the modern era, focusing the organisation on the relationship between people and place. He retains roles advising both the National Trust and the Wild Network.

Before joining the Trust he spent most of his career in London advertising agencies, including Fallon where he developed brand strategies for organisations like Orange, Cadbury, Sony and Eurostar.  This work led him to collaborate with third sector thought leader Tom Crompton on 'Think of me as evil', a 2011 report into the ethical questions facing the advertising industry, and with other rising stars of the industry to found the Comms Lab, a collaborative working initiative to explore the role of advertising and marketing in a sustainable society.

Founder and Director, The New Citizenship Project
 Jon  Alexander
Not available for consultancy


Person keywords: 
brand and marketing
the potential of the citizen (though not the consumer) to create a better world
the relationship between people and place