Meet the Founders

We believe in the power of business as a catalyst for change.


Alice Kuepper


Alice is passionate about creating a more sustainable way of doing business by harnessing stakeholder engagement, partnerships and systemic improvements. She is an experienced business and project leader with deep knowledge of the retail and ecommerce sector. She is presently dedicating her time to the Winning Group, where she is focussed on delivering a group wide sustainability transformation. 

Alice holds a Certificate in Sustainable Business Strategy from Harvard and a Master of Sociology from the University of Munich. She is a Board Director of the Retail Orphan Initiative (Australia), regularly speaks at industry events and acts as an advisor for Retail Global and the NORA Network. 


Anna Forster

Co-Founder and Chief Sustainability Nerd

Anna is a firm believer in the business case for driving sustainability and achieving commercial success in a Net Zero future. Prior to launching The Purpose Agents, she spent her career growing e-commerce businesses and also acquired in-depth supply chain experience for various product categories. She holds a Master of Science in Business from the University of Mannheim and a Certificate in Business Sustainability Management from the University of Cambridge. Anna is a regular speaker and commentator on sustainability and a mentor for the accelerator programme of the Cambridge Institute for Sustainability Leadership. She is a co-founder and board director at Leaders for Climate Action Australia.