Justin Friedman has worked for over 20 years in the environmental and wellbeing sectors across the UK, Europe, Asia, the USA, and South Africa. His work connects environmental awareness, human wellbeing, creativity, and large-scale behaviour change.
The name Friedman means “Man of Peace”, and Justin carries this meaning through his work. He seeks to support peacebuilding with ourselves, each other, and the planet.
With a background in design development, strategic planning, Creative Direction, Communication, and Campaign strategies, Justin has supported social entrepreneurs, non-profits, foundations, governments, businesses, ecolabels, and public figures. His work helps organizations strengthen their resilience through restorative and regenerative principles. He also has a unique ability to draw out talents, contributions, action, and passion to create flow.
Justin founded FLOW (For Love Of Water) in South Africa. Through FLOW, he connected people, organizations, Government departments, Corporates, Media, Educators, and Civil Society around a shared respect for water. At its heart, FLOW reflects a simple belief: caring for water means caring for life, communities, and our shared planet.
In 2010, Justin helped create Water Access and Awareness for the FIFA World Cup. In 2011, he hosted UN-Habitat and UN-Water during their visit to South Africa for World Water Day.
He was also network leader at BiomimicrySA for five years, where he led projects focused on nature-inspired innovation and regenerative solutions.
Justin also brings a strong creative dimension to his work. He has experience producing and directing musical tracks and performances that support environmental awareness, including projects connected to TEDx and the United Nations. He also shared his work on water awareness through For Love of Water at TEDxCapeTown 2011.
Today, Justin provides advisory services for Pioneering People & Projects. He has been supporting SANCHILD’s activities since 2013.
Connect with Justin on LinkedIn.