Katie Elder
Katie founded Good Principles to support cleantech, environmental services, and sustainable product companies.
After leading some of the world's best known brands, she is now focused exclusively on brands with positive social and environmental impact.
Founded on Three Core Principles
Visionary
Leadership requires seeing around corners.
True leadership requires the boldness to anticipate the future and the courage to create it. We don't just follow the market; we shift it by creating meaningful behavior change. Through deep insights that connect with people and marketing that moves them, we transform "what is" into "what could be."
Clear and Practical
If it isn't clear, it can't create impact.
In the complex landscape of sustainable innovation, we act as the filter, distilling intricate technical visions into resonant narratives that align teams and mobilize markets. We ensure your mission is backed by a sustainable business model and a roadmap that works in the real world. Strategy is only as good as its execution.
Human
Business is in service to people, communities, and the environment.
We believe how you build is as important as what you build. Creating meaningful, safe employment while solving environmental and social problems is one of the highest forms of service to society. Good Principles exists for founders who know that caring for their collective is just good business.
A Good Foundation
Katie’s work has developed through a progression of roles and responsibilities, each contributing to a principled, practice-driven approach.
She brings 20 years of leadership in marketing and governance across CPG, retail, and eCommerce, including over a decade with P&G in Canada and Asia. Katie currently serves as Board Chair at Brightspot Climate, one of Canada’s pioneering Employee Ownership Trusts (EOTs).
Her commitment to governance began two decades ago, informed by an early board role with a retail co-op and experience underwriting Directors & Officers (D&O) insurance.
She holds a BComm Honours from Queen’s Smith School of Business and a Master’s in Sustainability Leadership from the University of Cambridge (CISL).