Our mission is to change the conversation on sustainability, empower people to make different choices and enable all actors in society to play their part. We will make sustainability convenient by providing information, solutions and advice tailored to the needs of different stakeholders in a community. 


We are creating a movement for convenient sustainability where people and businesses are informed and empowered to act differently.

Who are we


Dr Tara Shine

Dr Tara Shine is an environmental scientist with over 20 years’ experience working at the international level on climate change and sustainable development.  She works as an adviser to governments, world leaders, businesses and international organisations.  She is Director of the social enterprise Change by Degrees which aims to make sustainability convenient for business and communities. In 2018 she co-founded the community initiative Plastic Free Kinsale, to reduce single use plastics in her town. Tara also presents wildlife and nature documentaries and jumps in the sea any chance she gets. 

Madeleine Murray

Madeleine Murray is an archaeologist by training with experience in research, editing and writing.  She is an accomplished media strategist, creating and curating engaging, impactful content for businesses that reflects their values and vision. She is a successful entrepreneur and businesswoman holding several company directorships. In 2018 she co-found Plastic Free Kinsale a community initiative the aim of which is to reduce single use plastic. She is also a Director of Change by Degrees a social enterprise that helps businesses to create and tell their sustainability stories. Madeleine reads and swims when she’s not running around after her four boys.

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