“We’ve managed to balance profitability with sustainability whilst scaling a successful company. I’d encourage other founders to explore how they can do the same – profit doesn’t have to come at the expense of the planet” (Andy Aitken).
Honest Mobile was the first B-Corp certified mobile network in the UK. It received its certification in 2020, one year after its foundation, with an impact score of 81.3. When the company was recertified in 2024 its impact score had risen to 94.8. It is also a certified member of “1% for the planet” and as such it donates at least 1% of its turnover to businesses to provide them with expertise on environmental giving.
The company was founded by two Cambridge University graduates, Andy Aitken and Josh Mihil. Andy graduated in Land Economics in 2011 and Josh in 2013 with an M.Phil in Industrial Systems Manufacturing and Management having previously studied Product Design Engineering in Glasgow School of Art and Glasgow University.
After spending time in industry, Josh as a serial engineering entrepreneur and Andy with Deloitte, they launched Honest Mobile. They did so because of their mutual dissatisfaction with the way the major mobile phone companies treated their customers. As Andy says “Josh and I were frustrated with the big networks taking advantage of customers with their price hikes, terrible customer service and poor sustainability efforts. We knew there had to be a better way” So they launched Honest Mobile with the intention of setting a “bold new standard of mobile done right.”
The business offers planet- friendly SIM-only plans for businesses and private consumers. Instead of rising, bills drop every month (capped at 30 per cent), their app ensures customers are on the most suitable plan and support is provided within seconds. Their aim is to create a network of which their customers can be proud and this includes a smart sim card that enables them to connect to all 4 of the UK’s main networks and to eliminate expensive roaming charges when travelling abroad. Additionally they are constantly striving to improve their sustainability efforts. Their SIMS are made from recycled plastic, the business is carbon neutral, they are aiming for net zero and intend to remove 500 tons of CO2 from the atmosphere by the end of 2024. Importantly they also introduce their customers to the sustainability challenge and encourage them to take an interest in it. They do this not just by offsetting and capturing CO2 but by donating 1 per cent of every bill to reforestation projects and by tracking their customers’ carbon footprints so they are aware of how much they personally contribute.
By 2024 Honest Mobile had raised some $7.42 (£5.65) million in funding, had attracted 4000 customers and was employing a team of 29, all of whom “share a genuine passion for building a sustainable and transparent business”. Andy expects that as a result of the funding, their growing reputation for service and the innovations the company is introducing they will increased their customer base to some 50,000 by the end of 2025.
Of the 5 impact measures against which B-Corp businesses are measured, Honest Mobile is believed to put the most emphasis on its Workers (score 35.3) followed by the Community (22.6), Governance (20.0), the Environment (11.7) and Customers (5.0). It would appear, therefore, that there is scope for it to do more with the Environment and its Customers but by balancing profitability with concern for the planet and its people, it can be regarded as a harmonious enterprise. While it focuses on SDGs 12 (Responsible Production and Consumption) as well as 9 (Industry Innovation, and Infrastructure) it also contributes to 8 (Decent Work and Economic Growth) and 13 (Climate Action). Importantly, also, it is setting an example and raising awareness of sustainability amongst its customers and competitors. This is of particular significance as it is estimated that the carbon footprint of each of the 8.58 billion mobile phones in use in the world is 63 kg CO2e, the equivalent of driving a car for 155 miles.
Reference
Carrick, A., (2023), Everyone hates their mobile network: meet Honest Mobile, the phone firm promising to CUT customer bills and take on EE, O2, Three and Vodafone. This is Money. 18th April
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