Adam Garfunkel

Adam is a strategist and communicator whose work is shaped by a simple outlook: say the hard thing, and help organizations do better.

Drawing on his early career as an activist, he helps companies create strategies and communications that are credible and authentic. Adam has developed this approach of being a critical friend to business over 30 years experience in leading change in companies, with a focus on purpose, sustainability strategy, and reporting.

Serving today as Junxion’s Chief Impact Officer, he helps organizations understand and articulate their social purpose, craft a strategy for positive impact, and share the story of the difference they have made.

Based in London, Adam also contributes to the B Corp movement, particularly in the UK and Europe. He is a speaker, convenor and facilitator, B Corp Consultant, B Corp Ambassador, and member of B Lab UK’s Regional Standards Advisory Group—which advised on the creation of Version 2 of the B Corp standards.

Foundational Moments

Adam believes better business requires performance, transparency, and accountability.

As part of his work with the United Nations Environment Programme, he spoke to a room of sustainability leaders for several major banks, who were keen to create a new set of responsible banking principles. He encouraged them to bring their communications teams and leaders into the effort. 

Adam is very experienced at the sectoral level in multi-stakeholder initiatives, understanding the importance of collaboration from the micro- to the macro-level. He conceived the Sustainable Beauty Coalition and now serves as an Advisory Board member. He has worked on multiple additional projects for the United Nations Environment Programme, as well as the World Federation of the Sporting Goods Industry.

He is vocal in his stance that business should use its voice more courageously, build alliances, and be accountable for whether it is measuring what the world needs.

What’s Your “Why”?

Before he was advising businesses, Adam was campaigning for more corporate accountability. His career started as a pollution campaigner for Friends of the Earth and a canvasser for Greenpeace, and the Western Canada Wilderness Committee. These experiences still define how he shows up now as a ‘critical friend’ ready to challenge the authenticity of claims against performance, and the distance between what organizations say and what they do.

Now, Adam continues to promote progress while remaining true to his activist roots. Today, he dedicates himself to helping companies create, embed and communicate their sustainability programmes. As well as supporting good corporate performers, Adam continues to advocate for regulatory change. As a passionate advocate for the Better Business Act in the UK—pushing to legally require all companies to prioritize the interests of all stakeholders, not just shareholders—he commits to holding leadership accountable to higher standards of performance.

Unique Positioning

Outside of work, Adam tends a woodland of 5,000 trees he planted with friends. He enjoys walking, and over ten years, is walking all of England’s 2,700-mile coastline. Adam loves eating well, swims year round in open water, plays 6-a-side football, and celebrates Arsenal’s achievement in finally winning the Premier League again.