Charlie Southwood

Charlie is a consultant at Junxion, specialising in marketing, communications and behaviour change.

He brings over a decade of experience in helping companies and non-profits clarify their marketing strategy, design communications that shift norms and decisions, and build impact reports that make complex issues accessible for non‑expert audiences.

Foundational Moments

Early in his career, Charlie discovered that even on a small level, marketers can leverage every touchpoint to make some positive impact.

One of his first roles was at media brand Future, where he led multi-channel marketing for more than 20 global B2B and B2C events.

What’s Your “Why?”

Charlie believes that we can’t solve the climate and nature crisis without marketing and communications expertise.

Marketing has helped fuel overconsumption and shape harmful norms, and that is exactly why it is part of the solution. It remains one of the most powerful tools for influencing behaviour. Combined with behavioural science, it can help shift what people value, normalise better choices, and drive change at scale.

Charlie helps progressive brands and non‑profits achieve more impact by deeply understanding the audiences they are trying to influence—whether internal teams, customers, or wider communities. He specialises in value proposition development and sustainability communications, working with organisations to uncover what their audiences really care about and how best to inspire and nudge them towards more sustainable choices.

Rather than starting with what an organisation wants to say, Charlie starts with who needs to hear it. 

Today, at Junxion, Charlie works with clients who are ready to use sustainability and social purpose as real levers for change, not just labels.

As part of Junxion’s engagement with Greenzest, a UK‑based sustainable commercial cleaning company, he developed internal training to communicate B Corp clearly to cleaners and managers. By starting with the day‑to‑day realities, motivations and pressures of front‑line staff, he helped reposition B Corp from a senior management focus to a shared framework for being a values‑driven employer that people could connect to in their own roles.

His work with the United Way Social Purpose Institute similarly focused on the audiences behind the content. He translated dense, technical material into clear, engaging narratives and co‑developed a content calendar that tailored content to each persona. For the team, this meant practical guidance on how to speak to different segments about social purpose in ways that felt specific, useful and actionable, not generic or abstract.

Unique Positioning

Charlie studied Marketing and French at the University of Southampton, including a year in management training at Toulouse Business School. His longstanding interest in behavioural economics and ethical consumption led him to research how social proof can encourage people to boycott unethical brands, an exploration of how peers and norms influence real decisions.

His early career included roles at major food and beverage company PepsiCo and health brand Adonis, experiences which deepened his interest in food systems and the environmental benefits of organic and regenerative farming. 

Across all his work, Charlie brings together the rigour of behaviour change science, the creativity of communications and the commitment to use marketing as a tool for positive change. He helps organisations segment and understand their audiences and craft narratives and value propositions that resonate. Whether the goal is internal alignment around B Corp, stronger impact reporting, or more effective sustainability campaigns, Charlie’s focus remains the same: start with the audience, understand their world, and build communications and strategies that nudge them toward better decisions for people and planet.

Outside of work, Charlie can be found reading the latest Fredrik Backman book, tinkering on a piano, or getting defeated on chess.com.

Speaking

To B or not to B Corp – The Agency Works A Game Series

Credentials 

Bachelor of Science Degree

Marketing and French (University of Southampton)

Diploma

Business Management (Toulouse Business School)