Demi Heath is one of our Plus X Innovation ecosystem experts, and last year was one of our Pioneer programme participants. She is a sustainability advocate, storyteller, and changemaker with the ultimate goal to make sustainability accessible to everyone.
Her path, from climate marches at university to launching her own consultancy shows how the environment (and our relationship to it), has influenced her at every step. Her journey with Plus X Innovation has taken her from a member of our community and innovation programme participant, to a panel expert, key pillar of our sustainability and AI community, as well as a mentor for other members of the Plus X Innovation ecosystem.
Discovering a passion for sustainability
Demi’s passion for sustainability was sparked during her university days, where she joined climate marches and engaged in grassroots activism. While studying photography, she explored the interconnectedness of the social and environmental through her art.
Her final-year project took her to the rooftops of London, capturing rooftop gardens - some high-tech, others simple creations made with “a couple of bits of wood to grow some lettuces.” This was the start of her fascination with how arts and culture can shift narratives of what sustainability can actually mean.
"I’ve always been interested in how art and culture can give people information in new, exciting ways outside of scientific rhetoric. How does that translate into storytelling that connects with people?"
Curating change from museums to finance
After university, Demi’s journey led her to New Zealand, where she spent five years working at the National Museum and founding the Wellington Photography Festival. After Covid-19 led to her redundancy, Demi re-evaluated her path.
This shift brought her to the corporate world, where she worked at a B Corp-certified finance tech platform helping them with B Corp recertification and carbon neutrality. Her work focused on financial literacy and accessibility to empower individuals to navigate systems and change them for the better, because she firmly believed, “if we’re going to change the system, we need to understand the system”.
Returning to community and building a consultancy in Brighton
After moving back to Brighton, Demi decided to focus on helping small businesses integrate sustainability into their practices. Her experience with a London consultancy, whilst coworking at Plus X Innovation helped clarify her vision:
"I realised I was wasting my energy on big corporations doing tick-box exercises when I could be working with my community - I was surrounded by people [at Plus X Innovation] who genuinely wanted to make the world better in their own unique ways."
With the support of Plus X Innovation and the community she had built during her days coworking in the space, Demi launched her consultancy, joining the Pioneers innovation programme, and finding her first clients.
Though the journey has been daunting, she’s embraced the uncertainty:
"Setting up your own business is bloody terrifying, but also incredibly rewarding. You’ve just got to be comfortable in the uncomfortable."
The why behind the work
Demi’s mission is clear:
"I want to make sustainability accessible, affordable, and easy to understand for small business owners."
She acknowledges the barriers small businesses face - language, affordability, and the fear of complexity - and works to break these down. By leveraging AI tools and creating roadmaps, Demi empowers her clients to prioritise what matters most.
"We don’t have to start with everything. We map out the priorities and take it step by step."
Looking ahead, Demi is optimistic yet pragmatic about the challenges businesses face in transitioning to sustainable practices.
"All businesses will have to adapt, whether due to regulations, shifting customer preferences, or rising costs of unsustainable practices. The question is how much resistance or acceptance there will be."
This optimistic pragmatism helps engage our community to challenge existing systems and move forward with bold projects.
Advice for new entrepreneurs
Given her varied experience, Demi is the perfect person to ask questions to. For anyone starting a new business, Demi offers this advice:
- Talk to people: "Get clear on your why and your offering, then seek guidance, reassurance, and connection."
- Be comfortable in the uncomfortable: "Life rarely goes according to plan, and that’s okay. Amazing surprises await if you stay open."
- Stay curious and keep learning: "You don’t have to know everything right away. Focus on growth, and the journey will be more exciting than stressful."
Bringing joy to sustainability
Through her consultancy, Demi is helping small businesses navigate the complexities of sustainability with hope, joy, and practical solutions.
She’s also deeply engaged in conversations about systemic change, noting the importance of moving beyond fear-driven narratives:
"Fear can motivate, but you need hope on the other side. Creative visions of the future excite me - that’s the wholesome sci-fi I love."
Demi’s place in our ecosystem is incredibly valuable and is helping our members consider their sustainability and their ability to make change.
Her work reminds us that transforming systems and shifting narratives starts with understanding, connection, and a willingness to take the first step.
"You never know where you’re going to end up, but there’s so much joy in that."
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