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Caroline Johnstone is the Founder and Managing Director of Rawstone Consulting, an ESG and sustainability consultancy working with medium and large organisations across the UK. Her work focuses on developing sustainability strategies that are practical, deliverable, and aligned with real business priorities, not just compliance or reporting. Before founding Rawstone, Caroline held senior in-house sustainability roles within FTSE 250 organisations, including Galliford Try, where she led group-wide sustainability strategy, reporting, and governance. That experience shapes how she now advises clients: with a deep understanding of internal politics, decision-making, and execution challenges.

In this conversation, we explore how ESG consulting firms position their expertise, navigate long sales cycles with senior stakeholders, and balance credibility with commercial growth, especially in a market where sustainability expectations from investors, regulators, and customers continue to rise.

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Proposed Interview Structure:

1. What originally pulled you into sustainability and consulting, and how did that path lead to founding Rawstone Consulting?

2. What specific problem do your clients usually come to you with around ESG, and why does that problem matter so much to you personally?

3. Who are your ideal clients today, and who inside those organisations typically makes the final decision to bring you in?

4. How do clients usually find you, and what’s worked best for you in building trust and credibility in such a complex, technical space? Current Acquisition Channels: Referral, Content, Google Ads Sub Question: What do you think about podcasting as a marketing tool for consulting and advisory firms in sustainability and ESG?

5. ESG projects often involve long sales cycles and multiple stakeholders, how do you typically move from first conversation to signed engagement? 6. Once a client starts working with you, how do you retain them over time, and what do you do to turn initial projects into long-term relationships and repeat work?

7. Where do you find yourself most stuck right now as a founder, if at all?

8. As you look ahead, how do you see Rawstone Consulting evolving, and where do you think the biggest opportunities are for ESG consultants like you?

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Know more about Caroline Johnstone

Website Link: https://www.rawstoneconsulting.co.uk/

Connect with Caroline Johnstone on LinkedIn

LinkedIn link: https://www.linkedin.com/in/caroline-johnstone-esg/

Apply to be a guest on Consulting Leaders:

https://ghapodcast.com/application-to-be-a-guest-on-consulting-leaders/