John Pritchard

John Pritchard is a sustainability consultant who brings something rare to the B Corp space: the lived, founder level experience of having built, scaled and certified his own ethical business.

After eight years leading Pala Eyewear, an award-winning eyewear brand and one of the first 300 B Corps in the UK, John now helps SMEs (1-50 employees) navigate the sustainability and certification landscape with clarity, confidence and a deeply practical approach.

Through Pala, John learned how to embed ethical sourcing, environmental responsibility and social impact into a commercial business model. He guided the company through its B Corp certification in 2020, developed annual impact reporting, and built partnerships that delivered long-term eye care support across Africa.

This insight shapes everything he does today: he knows exactly where SMEs struggle, where time and budget get squeezed, and what it really takes to turn good intentions into verified impact.

John founded illume to support time-poor, impact-driven businesses wanting to strengthen their sustainability strategy, certify or recertify as a B Corp, or communicate their impact with clarity.

illume provides structured guidance across sustainability planning, gap analysis, evidence mechanisms, team engagement, impact reporting right through to full B Corp assessment support - giving founders and their teams, space to run their business while progressing their impact goals and using business as a force for good.