Meet Lea Simpson of Unchained, a Guide to Independent Shops

Welcome to Planet Green's series about Change Makers. This regular column features everyday people who have made a commitment, through their work, to creating a more sustainable world for us all to live in.

We're quite used to seeing celebrities take time out from their day jobs to support one environmental issue or another. We think it's great that they use their high profiles for the cause, but we also want to show you guys out there that it is possible to work towards being green in your day jobs, as well.

Everyone has the power to make positive change, whether it's in the job you already have, changing to new employment or even starting a business of your own. Today, we're going to meet Lea Simpson, originally from South Africa, but now based in London where she co-founded Unchained, a guide to the best independent stores in London. Together with her business partners Dave and Pedro, Lea has created an online guide to the hidden gems around the city. She believes that local independent stores are integral to the sustainability of the community. Unchained also offers business support to the shops they work with. Soon the Unchained team will hit New York, but in the meantime let's find out how this former employee of a multinational marketing agency left her office desk to become a Change Maker. My name is: Lea Simpson

I live in: Shoreditch, London

I work at: Unchained, a guide to the very best independent shops in London. Soon to be launching in New York City, as well.

I used to work as: a Creative Planner for a multinational experiential marketing agency.

The reason I changed my profession is: I had one of those amazing, life-altering moments and I knew there was no going back. The truth is, the change had been brewing in me for a little while. I'm one of three partners in the business. The other two, Dave and Pedro, are both magicians, who I am honoured to work with. We never really had a plan about what we'd do when the site was up and the business was an actual thing. When it finally was a thing (we literally did stare at the website in slack-jawed amazement for quite a while) there was just no option. Unchained-and our vision of what it could be-deserved every bit of time and love I could lavish on it. It was high time my personal and professional lives weren't at odds. I wanted to leave the corporate world behind and do something I truly believed in. The Web site was all done and dusted. And on that Monday I resigned.

With my business I am aiming to: level the playing field between the great independent shops and the big chains they struggle to compete with. I'm a huge advocate of applying business thinking to social problems. Independent shops are typically started and run by people who are passionate about what they sell. Being a world-class butcher or fashion buyer doesn't make them incredible marketing strategists, IT gurus or brokers. When you take a step back and actually analyse the long list of tools, resources and job titles the big chains have that smaller businesses don't, it's no wonder they can't compete. They're really playing a different game altogether. We've created an Unchained package for all our members that replicates these benefits in an ethical -Unchained' way.

The most important eco aspect of my work is: that Unchained is really about sustainability. Sustainable communities can't exist when all the streets are cookie-cutter versions of each other. Small businesses create jobs, a community spirit and improve the economy as a whole within their areas.

I am excited by what I am doing now because: I believe in it. I believe in the small shops we work for and the business we've created to support them.

The most challenging part of my work is: being patient. Unchained is still relatively new. The three of us were discussing it the other day. For me, it's like having a child. Though it's awesome to watch your child grow and learn to speak and walk and start school, there's part of you that just can't wait to go to the pub for a pint and a chat about the American Presidential Election. Every day I find myself chomping at the bit to get a little closer to where we're going.

The most rewarding part of my work is: the amazing people I meet every day. The shopkeepers are always wonderful to get to know. For example, two weeks ago I sat in an antique shop in Islington, drinking cherry tea with the shop owner's dog curled up in my lap as we chatted. I also meet incredible people who are passionate about the same things as we are, people who I like to share ideas and collaborate with. And of course, I think I'm very lucky to be able to call two of the most talented people I have ever met my partners.

The results I really want to see are: people thinking about where they shop, because I reckon people just keep going back to the same familiar chainstores out of habit. I always compare it to ordering an English breakfast in Spain-you miss out on so much.

I also work with collaborators: such as John Grant-author of The Green Marketing Manifesto-who we recently welcomed on board as our first Trustee/Advisor. His objectivity and wisdom is priceless and his energy levels are really quite contagious. We're lucky to have him.

I was first made aware of environmental issues: when I was very little. I remember my dad saying bad words about our neighbour in South Africa (I grew up in Johannesburg) because he was watering his garden before sundown. It was the first time I realised that we didn't have an infinite supply of water.

One thing I do everyday is: shower and brush my teeth. I'm really not a very routine person. I prefer a less structured, more spontaneous way of life. This actually works in my favour for Unchained because I wear so many hats I have to be responsive to whatever might come my way-a strict structure would cripple me.

One thing I do every week is: make sure I've blogged at least once. Our blog is there to share ups and downs with those who care (and I'm proud to say it's no longer just my mum who reads it). But typically, it's during weeks when there's loads going on that I have the least time to write.

I wish I could: get to the end of a to-do list.

I think everyone can: walk past Starbucks.