Riding The 'Green Wave To Sustainability' Success

Welcoming Sydney Straver’s founder and CEO of &BLOOM to Purposely

Starting a business isn’t always about having the perfect plan. Often, it’s about learning by doing. For Sydney Straver, launching &BLOOM just two years ago has been an ongoing process of balancing purpose, growth, and a clear set of values.

In a recent conversation on Purposely Podcast, Sydney talked about how &BLOOM began and what she’s learned since. The idea came from a belief that business can and should contribute to more than just financial outcomes—that it can serve both clients and the wider world. That belief has helped shape &BLOOM’s direction from day one.

In the early stages, support from friends, family, and her partner gave Sydney the motivation to take the leap. But she soon realised that encouragement alone wasn’t enough. She invested in mentoring and joined a leadership course to learn from others who had built values-led businesses before her.

&BLOOM is based in New Zealand and is still small, but Sydney has her sights set on wider impact across Australia and the Pacific. She describes this as “riding the green wave”—growing in a way that stays aligned with the organisation’s purpose. Her long-term aim is for the business to thrive without needing her to drive everything day-to-day.

For now, she’s focused on building a strong base—developing the team’s capabilities and gradually moving from custom service delivery to a more defined offering. It’s not about rapid expansion, but about growing in a way that’s consistent and considered.

Sydney’s personal choices also reflect &BLOOM’s mission. She’s changed aspects of her lifestyle—like moving toward a plant-based diet and thinking more carefully about environmental impact. These changes didn’t happen all at once. They’ve come through learning, reflection, and being open to change.

A key part of Sydney’s approach is making sure that sustainable change doesn’t exclude those with fewer resources. She’s clear that environmental responsibility needs to be fair, and that meaningful progress must include a wide range of voices—not just those with influence or financial power.

She also believes in living the values she talks about with clients. That doesn’t mean always getting it right—but it does mean being honest, consistent, and always willing to improve.

&bloom is still early in its journey. At just two years old, it’s a work in progress—shaped by values, relationships, and a growing sense of direction. Sydney is building something steady and practical, guided by what matters most to her and those she works with.

As conversations around sustainability and social impact grow louder, &BLOOM is finding its place. For Sydney, success means doing the work in a way that feels honest and useful—and making sure the business grows at a pace that makes sense, without losing sight of its purpose.