About us
Our story
Felicia and Giulia met in London in 2022 working for a new sustainability publication. They loved working together, discovering not just a shared interest in sustainability but a passion for making complex issues understandable.
Like much of legacy media, the project struggled and was ultimately shut down. But what didn’t disappear was our conviction that understanding sustainability isn’t optional: it shapes politics, business strategy, investment decisions and everyday choices, whether we like it or not.
Look at the headlines and it can feel as if we’re in a world careening into chaos. Geopolitics, inflation and extreme weather are disrupting social frameworks, damaging supply chains and destabilising economies. Meanwhile, the more we learn, the harder it is to imagine how we solve problems, from disappearing glacier ice, changing weather patterns for growing crops, even to microplastics in our blood. The science behind climate change is scary and it seems like there is nothing we can do.
Except that’s not true. We’re shaken, yes — and the world is a volatile place. But working together we can transform our world and prevent it from burning.
Progress depends on understanding trade-offs, thinking long term, and recognising that these challenges are systemic, not isolated. Polluters don’t pollute when the cost of pollution is higher than the cost of action. Fossil fuels aren’t just about heating and transport, they’re embedded in chemicals, plastics, and infrastructure choices. In the UK, overflowing sewage in our waterways showed what happens when it’s cheaper to pay short-term fines than to invest in long-term solutions.
Complexity is hard, and thinking in system terms is harder. That’s why at Shaken Not Burned, we talk through the biggest questions, the potential solutions and identify what you need to know to make better decisions in the face of volatility and change. Our goal is sustainability literacy for all.
Shaken Not Burned is at the start of its journey to make that a reality. We have big plans for the podcast, for building out informed analysis, sector expertise and education, and we hope you’ll join us on that journey.
Sustainable literacy for all
Sustainability literacy is having the knowledge to understand the systems shaping our world — climate, nature, economics, technology, power — and to see how they connect. You don’t have to be an expert but it helps you gain clarity, confidence, and the capacity to make informed choices in a rapidly changing world.
The founders
Felicia Jackson
I’m an entrepreneur, strategist, writer and podcaster working at the intersection of sustainability, technology and finance.
I specialise in media that cuts through noise and helps people make sense of change. From climate and energy to markets, policy, and everyday decisions, my work focuses on turning complex, high-stakes debates into clear thinking people can actually use. In climate and sustainability we don’t have a shortage of targets or ambition — what we’re missing are shared understanding and credible pathways forward.
I’ve founded and led editorial ventures including Sustainable Growth Voice, New Energy Finance (now BloombergNEF) and The Net Imperative. I’ve written for publications ranging from Forbes to the nationals, specialist trade and policy press, and undertaken research for bodies ranging from WRI, Intasave, Ogilvy and Volvo. I’m also the founder of Third Curve, a platform focused on resilience, systems thinking and navigating long-term transitions.
Shaken Not Burned is the voice of that movement: building sustainability literacy, debunking nonsense and making the future legible — without hype, shame, or false certainty.
Giulia Bottaro
I’m a business and sustainability journalist, with experience on international publications such as The Telegraph, Fortune, Sifted, and Euronews, and trade papers such as Kallanish Commodities and Proactive Investors.
I’m passionate about platforming solutions, from small operational tweaks to major policy changes, that can improve life for humans and the planet. I’m an advocate for systemic change and a just transition: no one should be left behind, and everyone’s knowledge and skills should be harnessed to create a better future. While reporting on climate can be gloomy, I believe in our power to transform the old ways and I am reassured by the sheer efforts made by the growing community of sustainability professionals.
In my free time, I just love love love food, whether it’s cooking or eating (but things made by others taste extra nice), I dabble in yoga, meditation, and strength training, occasionally have a boogie to disco and house music, and, let’s admit it, watch too much TV. But I’m working on it.
Why Shaken Not Burned
Climate and sustainability discussions tend to swing between sugar-coated techno-optimism and scorched-earth doom. But real life sits somewhere in between, amongst the nuance, complexity and trade-offs behind the decisions that set the guardrails of our lives. There’s no doubt the challenges we face are complex, interconnected and serious – but they’re not beyond understanding or influence.
Shaken Not Burned is here to shake up the conversation, to bring clear thinking, fresh perspectives and practical insight to the debates shaping our future, cutting through hype, despair, and false certainty.
We wanted something different: honest, sharp, and digestible. The world is changing fast, and while the stakes are high, we still have agency. A little humour helps us stay engaged, because progress depends on understanding the world as it is – and choosing to act.
Sometimes the status quo needs a little shake; not to burn it down, but to build something better.
Work with Us
Want to collaborate with us, on research, for interviews, or just for a chat? Contact us at info@shakennotburned.com
If your work helps people make sense of a world in transition, we want to hear from you.