Amy Williams is on a mission to convert people’s attention into funds for good causes. She co-founded Good-Loop three years ago after stints at Ogilvy London, and soup-kitchen in Mexico, to make ethical behaviour easier for consumers and more profitable for companies. Today working with the likes of Nestlé, Unilever and H&M, Amy’s ‘ethical ad platform’ rewards consumers who choose to watch an ad by donating to their chosen charity, whilst delivering better ROI for advertisers. It’s Yin Yang, win-win. Amy is one of Forbes Europe’s 30 under 30, a Drum Digerati 2019, and face of the UN’s #SheInnovates global campaign.