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September 25th, 2025

The Apple Cart: S4, E4: How to be a More Sustainable Creative Business

In this episode of the Apple Cart, I’m joined by Tracy Weeks to talk about being a sustainable creative business.

Tracy has been solving problems with graphic design, advertising, and marketing strategies for nearly 30 years. As the founder of Purplelily Design, she uses her knowledge, skills and experience to help heart-centred businesses, educators and charities flourish.

Listen to the Interview

Why Sustainability in Business Matters

Tracy says she’s always been passionate about the environment and sustainability. “I used to campaign for Greenpeace, and I’ve supported local pressure groups to successfully fight against development plans. I’ve learned that sustainability has to be a priority.

“It’s not always about the environment, either. The UN Sustainable Development Goals include poverty and education as things that impact sustainability, as well as social mobility. As business owners, we have a responsibility, I think, to try to make a difference. I’ve brought my passion for sustainability into my design work. Other businesses adopt B Corp and triple bottom line.

“And even if you can’t get B Corp certification, you can still share those values. You can still want to make a profit, but not at the expense of the planet. You might be more selective about the clients you work with, for example. How you operate as a business is more important than ever.”

Why Volunteering has Been Important to Tracy

Tracy started volunteering when she’d moved house and wanted to do something different. “I ended up volunteering at Marwell Zoo and I began to learn about conservation.

“The education centre told people more about illegal trading, pet life expectancy and how to handle animals. The education piece has always interested me – we were explaining to visitors about the ecosystem of nature and how all creatures play a part.”

Tracy is also well known for the Guinea pigs she’s rescued and adopted. “I was asked to foster a couple on behalf of someone else but they were so adorable I couldn’t give them up. I’ve been adopting Guinea pigs off and on for the last 20 years, and they even join me in meetings!”

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Why Business Owners Should Attend Networking Events

Tracy says that networking is a vital part of generating business. “I’ve been running Purplelily Design for nearly 20 years, and for most of that time I’ve networked in one form or another. I used to hate it because it was breakfast networking, but things have evolved.

“Now there’s a lot more choice – evening networking and online networking. I love that, because I get to meet people from all over the world. And if it wasn’t for networking, there are lots of people I’d never have met. But I do think that building relationships with real humans is important.

“You find out who your ideal clients are, who you can collaborate with and who you can refer to. Why would you want to refer one of your valued connections to somebody you don’t know? That doesn’t make sense. So networking is a way to get to know people and make connections.”

Fun Projects and Ideal Clients

Tracy says she’s never intended to niche into a particular design area or specialise in a particular sector. “The fun thing about being a creative and doing what we do is the variety and learning about things that you didn’t think you were ever going to know.

“I love finding out about things I wasn’t even aware of and learning from my clients. That’s always fascinating. And when you work with someone, you can’t just do a logo in isolation. That’s just the tip of the iceberg when it comes to brand identity.

“It’s all part of the same connection, and that’s what I enjoy. I’ve had so many projects I’ve loved over the years, which is great. I’ve particularly enjoyed working with people who share my values, and being able to create all the branding elements to help them communicate those.”

How to be More Creative

When she’s not doing graphic design, Tracy upcycles furniture. “I buy things from online marketplaces and local community pages. You can get lots of little treasures if you search about. You can be really creative with something that you pick up for free.

“But to help people understand design better and be more creative, it’s about problem-solving. So ask yourself, ‘Why do I want to do this? Who is it for? How can something be improved if they want something more constructive?’

“Then it’s more than just creation for the sake of it, If you want to know how and why things work explore ideas without the computer. Sit down with a piece of paper and a pen and just brainstorm. Or just put ideas and words on a piece of paper and see where that takes you.”

Timestamps

  • 01:42 – 03:44: How Tracy got started in graphic design
  • 07:34 – 14:07: Why sustainability in business is important
  • 20:20 – 24:50: Tracy’s experiences as a volunteer
  • 25:00 – 26:31: How Tracy adopted her first Guinea pigs
  • 31:30 – 33:57: The unexpected benefits of volunteering
  • 34:35 – 38:04: Why business owners should attend networking events
  • 40:26- 44:40: Fun projects and ideal clients
  • 45:21 – 47:42: How to be more creative

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