Impact Interview: Oryelle Clements

Name: Oryelle Clements

Role/Function: Research Manager, Pulsar

What She’s Currently Working On: 

I am part of the research team at Pulsar: we work with global brands to help them understand their audiences and create messages which will resonate.

Lately, I have been working with several international fashion brands, tech platforms and healthcare organizations that are all turning their focus on their social impact.

Based on social, news and audience data, I provide them with strategic recommendations and insights within their category to understand areas of concern, provide growth opportunities and find ways to connect with their audiences.

1. What was the “aha” moment that sparked your interest in social impact? 

While my interest in social impact has grown over time as the conversation has evolved and become more mainstream, a hugely impactful moment was when I discovered that only a little over half of the donated items end up being resold at charity shops and resale platforms. It was the first time that I understood that socially impactful behaviors are connected to what I consume and the treatment of subsequent waste.

2. How did you break into the social impact space? 

My work within the social impact space grew from client needs. As the conversation around impact and sustainability moved into the mainstream, brands and companies have become more and more interested in investigating that area of concern at large, as well as consumer perceptions of the brands' social impact. This work introduced me to the social impact space from a strategic and insights point of view. I also carried out a few studies on new sustainability trends and behaviors for the Pulsar blog – for instance, looking into the phenomenon of “flightshaming” in 2019

3. What most excites you about the social impact space right now?

The movement away from doom-and-gloom messaging and towards positive outcomes has been an ongoing finding within the social impact space between 2019 and now. Particularly for young people under the age of 25 — they are the most aware of transforming their eco-anxiety into actionable habits and goals. They are holding brands and corporations accountable (USC, 2020). We see that every day in the analyses we carry out for clients.

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