Their journey through design—spanning from childhood memories of carefully curated living rooms to pioneering work with The Body Shop and British standards committees—showcases a vital transition in the sector. At the core of the conversation? The need to redefine luxury, rethink material value, and resist the fast-paced consumerism that dominates the interiors industry.

But this wasn’t just a nostalgic stroll. Chloe and Matt laid out a tangible, exciting framework for the future—one that makes sustainability accessible, desirable, and even profitable.

🪑 The Case for Second-Hand Chic

If there’s one myth Matt and Chloe are keen to bust, it’s this: sustainable design isn’t shabby. Gone are the days of scratchy hemp sofas and mint-scented recycled toothbrush countertops.

“You wouldn’t be able to tell which ones are sustainable and which ones are not,” said Matt. “For a long time, you could… but now it’s getting sophisticated.”

In today’s high-end interiors, second-hand doesn’t mean second-best. With the right approach, it becomes a storytelling tool, a way to connect clients with a space that’s rich in meaning and light on the planet.

Matt’s approach?
✅ Reupholster existing furniture with natural fillings
✅ Use an Owner & Maintenance (O&M) manual to ensure longevity
✅ Highlight resale potential to clients (“buy better, buy less”)

📦 Design with Purpose, Not Just Purchase

As Chloe puts it:

“We are fixated on this ownership. Not only are we fixated on new, we’re fixated on owning things.”

The episode spotlights an important design pivot: shifting from a consumption-driven model to a sharing and service economy. Whether it’s renting pieces to follow a trend, rethinking furniture as a service, or investing in timeless designs, there’s real power in shifting mindsets before shifting materials.

🔁 Circularity isn’t just about materials—it’s about thinking.

🔍 Eleven Ways to Rethink Sustainability

In her book Sustainable Interior Design, Chloe lays out eleven focused approaches that interior designers can use to bring sustainability into their practice. From reuse and vegan design to ethical business and regenerative principles, the idea is simple: you don’t need to do everything, but you do need to start somewhere.

“Pick a path. Focus on one thing. You’ll pick up others as you go.”

Some of her pathways include:

• ♻️ Reuse & refurbishment: Keeping what already exists in use

• 🌿 Biophilic & healthy building: Creating spaces that support physical and emotional wellbeing

• 🛠️ Ethical supply chains: Demanding transparency and accountability from upstream partners

• 🌱 Regenerative design: Going beyond “less bad” to create net-positive impact

💼 Profitability vs Sustainability? Or Both?

There’s no denying that sustainability takes time. More time to source, more time to research, and more time to educate clients.

So, is it worth it?

Matt thinks so:

“Yes, it might take more of your time… but it provides you with a story that you can tell about the work you’re doing. That’s the value add.”

For commercial clients, storytelling feeds into brand strategy. For residential clients, it’s about emotional durability—having a chair that carries family history instead of a barcode. And for interior designers, these stories build reputation, credibility, and demand.

🧠 Magic Wand Moments

We asked our guests: if you could change one thing about the commercial world instantly, what would it be?

Matt’s wish: Incentivise sustainable behaviour through education and economic mechanisms—think bottle deposit schemes, but for interiors.
Chloe’s wish: For corporate leaders to truly care—to stop waiting for regulation and instead embrace sustainability as an internal drive, not an external demand.

🔮 What’s Next?

As Chloe puts it:

“We’re in a ‘less bad’ place right now, not a regenerative one. But it won’t take too long.”

With design collectives, industry bodies, and designers themselves increasingly joining forces—from Interior Design Declares to BIID’s sustainability resources—the momentum is building.

If interior designers can shift from passive providers to active educators and advocates, the possibilities are endless. As Chloe and Matt showed, there’s space for every designer to have an impact—whether you’re sourcing antique chairs, setting fire safety standards, or simply telling better stories.

In a wide-ranging and personal conversation, Kieran reflects on the formative power of advertising, the significance of authentic representation, and how his work at The Alchemist and KG Hospitality shows that purpose-driven marketing is not just relevant for hospitality — it’s urgently needed. But this isn’t another ‘do good, feel good’ piece. It’s a case study in what happens when marketing gets personal, brands listen, and meaningful change follows.

🎯 The Central Issue: Marketing’s Missed Opportunity in Hospitality

Hospitality, Kieran argues, has lagged behind other sectors in addressing the social expectations of modern consumers. For too long, he says, the industry rewarded unsustainable cultures of overwork and ignored the power of brand voice to shape broader societal norms.

“Hospitality is notorious for being an industry where ethics don’t historically go hand in hand. Seventy-hour weeks used to be worn as a badge of honour — that needs to change.”

The challenge? Hospitality brands have often underestimated the power of their platforms. Unlike tech or fashion, they haven’t traditionally seen themselves as vehicles for social good. But the influence is there — in community spaces, team cultures, social media feeds, and the everyday choices of diners and drinkers.

🌈 Case Study: Turning a Pride Cocktail Into a Year-Round Commitment

One standout example Kieran shares is how a seasonal Pride campaign at The Alchemist became a long-term partnership with the Albert Kennedy Trust — raising more than £80,000 for LGBTQ+ youth.

“It started as just a cocktail for Pride weekend. But it didn’t sit right — it wasn’t giving anything back. So we made it year-round. That small change turned into a real, consistent commitment.”

It’s a powerful illustration of what genuine alignment looks like. Not rainbow logos in June, but embedded action across the calendar.

🧠 Key Takeaways: Building Authentic Purpose into Hospitality Marketing

Kieran doesn’t mince words when it comes to how brands should approach purpose:

✅ Be consistent, not convenient

• Purpose isn’t a seasonal trend. If you’re going to support a cause, back it up year-round.

• Don’t just celebrate International Women’s Day or Pride Month; ask who’s missing and what comes next.

✅ Know when (and why) to speak

• Silence can be deafening. But jumping on every issue risks cause-washing.

• Ask: Do we have a right to be in this conversation? Are we listening to the right voices internally?

✅ Invite accountability

• Transparency is power. Sharing what you’re not yet doing well can disarm critics and build trust.

• “Own your mistakes,” Kieran says. “People value brands who say: we got this wrong, and here’s what we’re doing to fix it.”

💼 Internal Impact: Culture, Belonging and Retention

It’s not just about customer perception. Kieran highlights the internal impact of ethical marketing, especially in a high-turnover sector like hospitality.

He shares how initiatives like Currency of Kindness — where staff were paid to volunteer for a day — built loyalty and gave team members a sense of purpose beyond their job roles.

“When people feel like they’re heard, when their lived experience shapes brand decisions — that’s where true belonging starts.”

This emphasis on internal alignment speaks to a broader trend: younger employees expect their employers to reflect their values. And they’re not afraid to walk if they don’t.

🚩 The Risk of Getting it Wrong

Kieran doesn’t shy away from the complexities. He recalls a moment where a menu item was called out for cultural appropriation — and how the team used it as a learning opportunity.

“We owned it. We listened. And we put in place an educational process for the future. That’s how you grow as a brand.”

The lesson? Mistakes are inevitable. But crisis can be a catalyst — if handled with honesty and humility.

🔮 Kieran’s Magic Wand: Rethinking Who Gets a Seat at the Table

If given the power to change one thing about the corporate world?

“I’d eliminate the systemic biases in hiring and leadership. Too many head offices still look and sound the same. We need class, race, gender and orientation diversity — not just in who we hire, but who we promote.”

He makes the case not just as an ethical imperative — but as a strategic one.

🎤 Final Word

Kieran’s journey — from a billboard-obsessed child to a boundary-pushing marketing lead — shows just how powerful the right stories, told well, can be.

But more than that, it’s a reminder that brands — especially in sectors like hospitality — can do more than sell. They can represent, challenge, reflect and evolve.

As Kieran puts it:

“We’re connecting with people. So people are investing in us. We have to invest in them.”