Sleeping Lion is the brainchild of Sarah Duncan, who set up the agency in 2005 to provide business development and marketing consultancy. 

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In 2019 her book, The Ethical Business Book, was published - a practical, non-preachy guide to business sustainability.

Through guest speaking, training, and consultancy, she now helps businesses understand the commercial and moral benefits of sustainable business practice (or ESG – environmental, social + governance).

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This is not an eco-war on commerce. Making a profit is not a bad thing, it’s how you make the profit and what you do with it that matters. Sarah advises on how to make sustainability a genuine part of your business culture and day-to-day practice, not just a tick-box exercise (or race to be the ‘least bad’).

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Her background is hospitality (hotels, membership marketing, and spa development), but over the years she has been involved in projects for many different companies and business sectors.

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Why Sleeping Lion? Sarah believes it’s not about how busy you are, it’s about effectiveness: trying to avoid all the time-wasting trivia and focusing on the important stuff. A lion sleeps for over 18 hours a day, and yet is still the undisputed king of the beasts. It is the master of minimal effort, maximum return.

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This is at the heart of Sleeping Lion – keeping things simple but having a big impact. When it comes to sustainable business practices, simplicity is also important. Transforming into a sustainable, environmentally conscious business can seem very daunting, but it is important to take it one step at a time. You’ll never achieve everything at once. Instead of being paralyzed by the sheer scale of the challenge, Sarah can help navigate you towards the paths with the biggest impact.

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