We’re on a mission to help entrepreneurs scale sustainable solutions 
through outstanding user experiences


We believe the only way to tackle climate breakdown and inequality is to quickly transition to a fair, sustainable and circular system. 
To achieve this, we want to help like-minded entrepreneurs scale their solutions.
Unfortunately, this won’t happen if sustainable solutions remain a niche for early adopters.



At the moment, while over 60% of Europeans say they want to consume more ethically and sustainably, the market shares of sustainable products and services are still below 10%.

We believe one of the reasons for this Attitude – Behaviour Gap is the poor customer experience of sustainable options compared to mainstream ones.

So let’s get real, people and planet-friendly solutions need to up their game if they want to battle against incumbent non sustainable options.

That’s what we’re about at the C Collective. Putting our expertise at the service of entrepreneurs to create outstanding user experiences that will help mainstream their solutions.

As a company, we strive to be true to our ethos by putting ethics and sustainability at the heart of our business model.


User Experience
means to us

The product of a sequence of interactions between users and an organisation across different channels, over time. 

It is how your users experience your brand across all its facets - before, during and after they get in contact. 

It's how your brand makes them feel by triggering positive or negative emotions.

We believe this definition works no matter what the relationship of the user with the organization is. It could be a simple nonpaying user, a prospect, a paying customer (b2b or b2c), an employee, an applicant, an investor, an influencer…

Our story

The C Collective was born following the encounter of 3 people who are passionate about dedicating their lives to bringing about a truly sustainable society by helping commercial solutions scale and promoting systemic change.

Alessandro Mele, an experienced banker who redefined his life path and career to bring back ethics in the financial world, founded Ethicalfin with his wife Alexandra Mele who also had a successful career in investment banking.  Alessandro was quite disappointed by past experiences of working with traditional marketing and communication agencies and looked for a partner with strong expertise and a shared values.

Marie Geneste, after working for 12 years for blue-chip brands on their marketing, digital transformation and customer experience, had moved on to become an independant marketing and customer experience advisor to sustainable and circular entrepreneurs.

Alessandro, Alexandra and Marie launched the C Collective in October 2019 to bring together their expertise and vision.


Meet the Team

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Marie Geneste

Founder & CEO

After writing her business school thesis on Sustainable Business in 2004, Marie started working in global tech companies. Working in Sales, Marketing and Strategy, she then discovered the power of human-centered design to transform behaiviours and organisations.
After becoming a mother of two and trying to practice and preach an eco-friendly lifestyle, she felt a call to also put her professional skills at the service of a growing ecosystem of sustainable innovations. In 2016, she went freelance and started building her network in this space. Creating the C Collective was a natural next stage to scale her impact.

Marie is also a Climate Science trainer and has facilitated Climate Education workshops for hundreds of people.


Mark Jones

User Experience Director

A senior leader and digital innovator delivering provably brilliant experiences for consumers. Mark's a UX enthusiast who drives Lean, Agile & Design Thinking practices by focusing on what really matters to users.

By evangelising continuous improvement through experimentation, Mark enjoys scaling people and planet-friendly technologies by creating outstanding experiences for users.


Fiona Hamilton

Brand consultant

With a degree in Communication Design and 2 diplomas from UAL, Fiona has spent most of her creative career in agencies, working on some amazing projects from rebrands and digital strategy to retail interiors and augmented reality. She is a passionate environmentalist and volunteer of green initiatives, and a zero waste expert. She is also well placed to advise businesses on how to reduce their environmental impact and then help them to communicate this through their branding.


Alexandra Mele

Operations Director

Following a successful career in equity derivatives markets at large Banks, Alexandra co-founded Ethicafin and acts as its COO. Alexandra is passionate about sustainability and design in her private and profesional lives.


Alessandro Mele


After a career in investment banking, Alessandro founded Ethicalfin, a pioneer financial advisory aiming to bring back ethics in finance. Alessandro is on a mission to catalyse the impact entrepreneurs - investors ecosystem by channelling resources and ethical practices towards game-changing sustainable solutions.
Alessandro is also a passionate advocate of the importance of doing inner work to bring about systemic collective change.


Greta Anderson

UX / UI designer

Greta is an end-to-end UX/UI practitioner. She has worked across a large range of industries from Fintech and Fashion to IoT and Social Media and is passionate about the whole product lifecycle. Her expertise ranges from UX research and rapid prototyping to UI design systems and the asset handover with development.
Making a product simpler and improving the usability is what she is passionate about.

In her free time she loves to upcycle, pickle and bookbind.


Networks and partners


Climate Fresk

Climate Fresk is a nonprofit organization raising awareness on climate change. Through a collaborative serious game based on 42 cards based on IPCC science, participants can learn the causes and consequences of Climate Change and think about solutions. Our founder, Marie, is a certified Climate Fresk facilitator and can help you organise workshops for your organisation.


Top Tier Impact, Connecting the most action-driven, result-oriented impact leaders

We are proud members of Top Tier Impact, a global members-only community of 400+ investors, entrepreneurs and professionals focused on solving the critical issues of our time.