Meet the Speakers: Angelina Ashcroft

Angelina Ashcroft – Head of Marketing, ecostore

Session: Day 2 | Value Out Loud: when purpose creates connection

How did you get here?

I’m Head of Marketing at ecostore. Over the years I’ve worked across a wide range of industries — from FMCG to engineering and construction — both here in Aotearoa and overseas.

What’s always driven me is a love of storytelling and a belief in the power of brands to make a genuine impact. I feel incredibly lucky to now be working at an iconic legacy brand that’s grounded in care and committed to doing better for people and the planet.

How would you describe your relationship to purpose and values?

It’s just part of how I see the world. Purpose and values guide the decisions I make and how I try to show up — at work and in life. I feel strongly connected to the principle of kaitiakitanga — caring for people and the environment — and ecostore’s foundations are built on those same values. For me, it’s not about being perfect, but doing what you can, where you are, with heart.

For those who don’t know your organisation, can you give us the elevator pitch?

Ecostore is one of Aotearoa’s original environmental brands, offering trusted home, body, and baby care products for over 30 years. Our mission is to help families care for their homes, their health, and the world — because we believe it should be easy to create a safer home and a healthier planet. We’ve always pioneered innovation in sustainability and continue to look for new ways to reduce our collective impact. You’ll find us in New Zealand, Australia, and Asia.

What’s the biggest purpose/sustainability myth that needs busting?

That you have to get it perfect. You don’t. What matters most is progress — and having the courage to show up with honest intention. Waiting for perfection slows us all down. We need more action, more learning, and more sharing — even when it’s messy.

What is Aotearoa’s purpose/sustainability superpower?

We’re small, connected, and adaptable — which means we can move quickly when we choose to. That agility is a real advantage in a world that needs change at pace.

What is a purpose/sustainability trend/word you love or hate right now?

Too soon to call love or hate, but I’m watching the role of AI in sustainability with real curiosity. There’s huge potential — and also some risk — in how it could reshape everything from innovation to transparency.

You're speaking at The Value of Purpose in May. Can you give us a sneak peek of what you'll be talking about?

I’ll be talking about the power of meeting people where they are — how brands can tell authentic stories in today’s fragmented media world, and why that matters more than ever if we want to build trust and drive both impact and business value.

What are you most excited about for this conference?

Hearing how other industries are navigating purpose — not just the theory, but how it's showing up in real life. There’s something energising about seeing what others are learning and doing.