► Our Purpose & Mission
► About Our Founder
► Our Origin Story
Why do we exist?
What do we do?
We are deeply committed to playing a meaningful role in facilitating and catalyzing humanity’s transition toward environmental regeneration and sustainability as well as social healing and cohesion.
We are dedicated to participating in the co-creation of a world that is imbued with positive change towards more goodness, love, happiness, health, innovation, creativity, learning, excellence, self-expression, compassion, peace, order, safety, resilience, honesty, integrity, diversity, equality, inclusivity, and collaboration.
Through our website creation and marketing services, we showcase the awesomeness, intelligence, and value of sustainable and ethical products, services, and initiatives.
As specialists in digital visibility, we amplify the unique contributions of our clients, making their important work more accessible to a broader online audience (especially the people that will benefit most from their offerings and solutions). We help them inspire people around the world who also care for planet Earth, its nature, humanity, and future generations.
We believe that the organizations we partner with drive meaningful, positive change on both local and global levels, creating a better world for everyone.
In today’s world, many consumers feel disconnected from the companies and organizations they support, often interacting with large corporations that lack ethics and a truly personal element (many of these multi-national entities have become more machine than human; prioritizing greed and unrealistic profit objectives at the expense of nature and the public).
Thankfully, the businesses and nonprofits we work with provide a refreshing alternative. Our websites enable customers, supporters, and beneficiaries to engage meaningfully with our clients’ offerings by showing the full story behind their products, services, and initiatives — offering transparency and authenticity instead of misleading narratives or corporate greenwashing.
By choosing to support businesses and organizations that prioritize sustainability, community-building, and social change, individuals aren’t just purchasing a product or service; they’re investing in a shared vision for a better future (in both urban and rural areas).
We believe the transition to a more sustainable lifestyle and society is not a sacrifice; but rather, it is the next exciting evolution of humanity which many people have already been participating in and enjoying for a long time.
Sustainability and ethics are not about compromising quality or quantity but about thriving in new, interesting, innovative, and rewarding ways. The products and services we showcase through the websites that we create are more holistically conceptualized, better crafted, and rooted in sincere heartfelt values.
Being a conscious consumer leads to a type of consumerism where we are directly supporting other human beings and their projects, rather than faceless multi-national organizations that suck the Earth dry, exploit animals, underpay their staff and overpay their executives and share-holders. The way we design websites which make this clear to visitors.
Our logo represents the potential for synergy between nature and technology. They are both forces that grow and evolve, and seek to find order in chaos.
As humans, we are an inseparable part of nature, yet we have created powerful technologies to advance our material progress (which often cause harm to animals, plants, and the complex ecosystems that all life depends on).
As modern humans, it is our responsibility to merge the calm energy and ancient wisdom of nature with the exciting energy and innovation of technology in order to shape a future where both humanity and all other life forms can flourish together in harmony.
Who am I?
How is my life?
Hi, I’m Jethro, the founder and director of EcoLogic Marketing (established in 2022).
I’m here, not just as the main person responsible for ensuring that your brand is equipped with a state-of-the-art website and marketed successfully, but also as someone who lives a lifestyle that genuinely supports businesses and nonprofits like yours; bringing a multi-dimensional perspective and understanding to our work together.
I created this marketing agency using knowledge and skills from my formal education, self-directed learning, experience in building my own businesses, and through freelancing work in website design and Search Engine Optimization (SEO) across South Africa, Europe, and beyond.
For now, I handle most client work myself; ensuring personalized attention while I continually refine and perfect our project processes. While we are gradually expanding as an agency, we’re committed to keeping things personal, specialized, and focused.
Besides helping people around the world through EcoLogic, I’m passionate about plants, gardening, and permaculture farming – particularly in creating resilient food forests.
On my family’s small holding, I’ve cultivated a thriving food forest with hundreds fruit and nut trees of many different kinds (apple, pear, peach, apricot, banana, lemon, orange, plum, prune, grapes, fig, mulberry, olive, avocado, pomegranate, guava, cherry guava, kei apple, prickly pear, almond, macadamia, pecan, carob, dragon fruit, brush cherry, baobab, wild medlar, umgwenya, african grapes, noemnoems, and more). If I had unlimited land, I’d keep planting fruit and nut trees.
Living in South Africa (a country which possesses an incredible diversity of indigenous succulents and plants), I have had the opportunity to grow many different kinds of plants. Here is a list of some of the genera that I have grown or are currently growing in our family’s garden, along with the number of species or varieties in brackets: Acrodon (1), Aeonium (9), Agave (5), Aloe (22), Aloiampelos (2), Andromischus (1), Aptenia (2), Astroloba (1), Bergeranthus (1), Bulbine (3), Carpobrotus (4), Ceropegia (1), Cleistocactus (1), Coleus (2), Cotyledon (9), Crassula (26), Cumulopuntia (1), Curio (12), Delosperma (4), Drosanthemum (1), Dietes (2), Echeveria (11), Echinocactus (1), Echinopsis (3), Euphorbia (6), Ferocactus (1), Gasteria (2), Graptopetalum (1), Haworthia (1), Haworthiopsis (7), Kalanchoe (21), Lachenalia (1), Lampranthus (3), Mammillaria (2), Mesembryanthemum (3), Orbea (1), Oreocereus (1), Oscularia (2), Othonna (2), Pelargonium (15), Peperomia (1), Plecanthrus (10), Portulaca (1), Portulacaria (4), Ruschia (2), Dracaena (3), Schlumbergera (1), Sedeveria (2), Sedum (10), Selenicereus (3), Sempervivum (1), Senecio (4), Stapelia (1), Tradescantia (2), x Gasteraloe (1), Yucca (2)
I absolutely love eating herbs, making herbal tea, and using plants as natural remedies to boost my immune system and boost my overall vitality.
Some of the herbs that I grow and use are: Lavender, rosemary, thyme, oregano, lemon verbena, perennial basil, fennel, garlic, garlic chives, galangal, turmeric, ginger, ashwagandha, pelargoniums, geraniums, artemesia, bay tree, curry-leaf tree, rue, nasturtium, tansy, cannabis (it’s legal to grow, but not to sell in South Africa), and many more.
I’m also a small-scale beekeeper and enjoy birdwatching to connect with nature.
My goal is to live in a rural or peri-urban area with my family, contributing to an interconnected off-grid community. I’m dedicated to conducting hands-on permaculture research and sharing content about how humans can coexist with nature and one-another through sustainable farming and mindful community planning.
I want a low-stress lifestyle close to nature, where I can still enjoy the comforts of a functional and modern home. Ultimately, I want to build a safe, healthy, and abundant environment to share with loved ones while being part of an authentic and peaceful community.
Of course, I also want to continue evolving EcoLogic Marketing and using it as a way to contribute to global environmental sustainability and societal transformation. I want to continue working with more people that I consider friends and family.
I currently live in East London, which, interestingly, is not in London or England but rather a sub-tropical coastal city in the Eastern Cape province of South Africa (a former British Colony).
I share a home with my partner, Alix (she has her honors in Fine Art, and is currently a multi-disciplinary art teacher). We have three cats—Chilli, Physics, and Wisp. We enjoy spending time with family, adventuring to new places, chilling on the beach, watching travel videos, being creative, and cooking homemade meals (I have eaten a vegan diet since 2015).
We’re lucky to live near beautiful rivers, beaches, and hiking trails through coastal forests, even though we reside in a suburban area. I enjoy morning walks along the river, in the park, or around the neighborhood; giving myself an opportunity to “just be” in the present moment while feeling like a part of the community and nature.
Staying close to family is important to me; my mother Jane, father Dominic, and brother Joshua have been an unflinching source of unconditional love, steady support, and significant inspiration. I also cherish Alix’s side of the family and enjoy connecting with friends, who are scattered across the country and beyond.
To maintain my physical well-being, I make it a priority to exercise daily, stay hydrated with plenty of water and herbal teas, and follow a plant-based diet with superfood supplements (such as moringa and ashwagandha).
I enjoy morning or evening walks to energize, oxygenate, and relax, along with an occasional cold shower or river swim for a refreshing reset. Mornings often start lightly, with fruit and water before a fuller breakfast later, especially since we tend to have supper on the later side.
I play first-league squash with a local club and coach players of all levels. Squash helps me clear my mind, express my energy, and relieve stress, whether through tournaments, casual matches, or solo practice. Staying active is crucial for my mood and overall balance, especially as it offsets the sedentary nature of my work at EcoLogic.
For mental health, I prioritize getting at least 8 hours of sleep, I make daily prep (chores and tidying) a non-negotiable, and I try to get 30 minutes of distraction-free relaxation before, during, and after work to reset and release built-up energy. I also try to get a bit of sunshine each day, and that usually isn’t too difficult living in South Africa.
I endeavor to stay mindful of my thoughts, recognizing when the active part of my mind’s is throwing up irrelevant or anxious thoughts and then use the “observer” part of me to refocus or calm things down. If a thought isn’t helpful, I try to understand why it is popping up spontaneously, and then let it go; accepting that my mind won’t always be calm — sometimes, I simply keep going until I can reset.
I also try stay connected with my feelings and avoid rushing. I try adjust my approach to each day depending on how I am feeling. Meditation, whether sitting or walking, helps me manage emotions, especially during tough times. I value structure and routines during the week (making it easier to balance the work and personal aspects of my life), though I do enjoy exercising my freedom and exploring on the weekends since I’m naturally drawn to dynamism and change.
For spiritual insight and grounding, I don’t follow one specific religion or tradition. I prefer to build my own conception of the way reality is or might be from different people, religions, and sources of wisdom, and then adapt them to my own spiritual framework.
In simple terms, I try to live from my soul, which I feel as a gentle yet eternal energy at my core. I believe all beings have a soul, connected to everything through a universal consciousness we’re still learning about. We all have the potential to connect with this energy, but our self-awareness and consciousness is shaped by our socio-environmental upbringings, contexts, and perhaps kharma from past lives.
I try to focus on cultivating and maintaining inner peace and good energy, employing introspection, critical thinking, self-care, and learning from all experiences and people. I believe everyone has something special to teach us and I enjoy connecting with different kinds of people.
I think the universe is continually offering us lessons to heal and evolve, and while many people are suffering tremendously at this very moment, I hope to use my life to help others as much as possible.
I enjoy painting with oil paints, especially in an expressive impasto fashion with a palette knife. It helps me to introspect and philosophize.
At EcoLogic Marketing, we believe the key factor in a business’s or nonprofit’s resilience, integrity, and ultimate success, lies in the people who conceptualize the ethos of the organization; bring it to to life; and keep the it functioning in a healthy and orderly fashion.
Just as roots anchor and nourish a tree, dedicated individuals form the foundation of any organization; guiding every branch and leaf to flourish.
True magic happens when people have the opportunities to follow their passions, do what they love, and live out their dreams. We do acknowledge, however, that this is idealistic perspective comes from a position of privilege, as not everyone has the freedom to live their best life.
To give you some context, here’s a look at my journey that lead to the founding of EcoLogic.
I was born in 1995 in Grahamstown (renamed, “Makhanda”), South Africa, in the post-apartheid era often called the “Rainbow Nation”.
For the first twelve years of my life, we lived near the heart of town on a lively street called African Street, which was close to the epicenter of the National Arts Festival that visited Grahamstown each year. This vibrant environment, coupled with our proximity to the broader community, exposed me to a diverse range of people, experiences, and visuals.
From a young age my parents instilled in me a strong appreciation for thinking, learning, playing, experimenting, and exploring. They encouraged me to make friends with a diverse array of people from different backgrounds and contexts.
Though I had a relatively privileged upbringing (as a result of both my parents’ personal sacrifices and hard work), I was also taught the importance of helping and supporting people who are facing the significant social and economic challenges present in our town, country, and world.
My love for nature began early on as I was inspired by my parents’ passion for caring for our first home and garden.
Even as a toddler, I helped water and take care of the garden, which fostered a deep interest in plants, gardening, and creating harmonious spaces. When I was 3, my brother joined me in this life, and together we loved playing outdoors (exploring, riding bicycles, playing sports) and indoors (making art and playing computer games).
My parents both taught me that while life comes with many challenges, we must never give up; keep trying and learning; and to remember that my family will always love me and be there to catch me if I fall.
They encouraged me to explore and become whatever I wanted to be as I grew up, but suggested that whatever I was doing, that I should try to do it to the best of my abilities.
My mother, Jane, a journalist and media specialist with experience in writing, editing, typesetting, design, and academic research publishing instilled in me a love for writing and the English language.
Her creative genes definitely run through my veins. She has always been such a thoughtful and dedicated mother, prioritizing my well-being to no end and in so doing teaching me how to take care of myself holistically.
My father, Dominic, a professor of over 40 years and an award-winning master printmaker in his own right, inspired my attention to detail, dedication to excellence, and belief that any problem can be solved or anything broken can be fixed.
He never failed to demonstrate his reliability and dependability, and whenever I have been in trouble he is there to help me out.
My brother, Joshua, runs his own business in the digital media industry (called, Flow South Media), which specializes in videography, photography, and drone operations.
We are both physically active, having shared a passion for sport (including squash), but we also had an enthusiasm (and at times, obsession) with computer games. Raised during the internet boom and the rapid advancement of computer gaming, we spent countless hours playing on the computer and PlayStation as children and teenagers.
I believe this time helped shape my love for technology, my ability to focus for long periods, my ability to navigate computers and the internet with confidence and speed, as well as my skills in problem-solving, learning, and experimentation.
I was raised with a strong work ethic and an inquisitive mind. I excelled academically, matriculating from Kingswood College with academic honors and a full house of 7 distinctions in my final exams, including Information Technology (IT), art, physics and chemistry, mathematics, English, isiXhosa, and life orientation.
Athletically, I participated in various activities such as karate, cricket, athletics, and hockey, but squash was always my favorite. I also received honors for squash, having played at a top provincial and national level, and at one point I was the top ranked player in my age group nationally. I even had the exciting opportunity to represent South Africa on an overseas tour to Hong Kong and Malaysia.
To this day I am still an active member of provincial squash teams and tournaments. One day I hope to compete in international events (especially in the Masters categories).
After school, I pursued a university degree at Rhodes University, studying subjects like Computer Science (CompSci), chemistry, cellular biology, geography, geology, botany, isiXhosa, anthropology, philosophy, and environmental science.
I achieved great results during the almost 3 years that I spent at Rhodes, receiving academic half colours and featuring on the Dean’s List.
I set very high standards for myself during this period, and while this did in part stem from my passion for learning, it also led to a lot of self-imposed pressure because I was never happy with anything less than a distinction. I was too harsh on myself and had not learnt to cut myself some slack, and while this originated from a will to do good in the world it led to me struggling with depression and anxiety. I wouldn’t change a thing though, because through those struggles I matured emotionally and spiritually.
During my studies I met so many unique and interesting people and grew and changed so much as an individual, however, after facing personal challenges and realizing that the conventional path of acquiring a degree and seeking employment wasn’t the right fit for me, I decided it was time to venture into the unknown in order to truly find myself and forge my own direction.
Fortunately, around the same time that I started studying I also started working as a squash coach at my old school, Kingswood College.
This gave me something to focus on and provided a financial safety net while I was finding my path. This role allowed me to begin mentoring the next generation of squash players, which I have always enjoyed.
The master in charge of squash at the time was a great role model, and later on, when he moved to a leadership role at a new school, he recommended me as his successor.
In this role, I took on increased responsibility, managing both the junior and senior school squash programs, and I gained valuable experience in administration, logistics, and leadership.
While all of this was going on I was also offering private coaching lessons to clients from all over town, which was, in actual fact, the first business I ever started.
Over the years I diversified my coaching experience by working at various institutions as well as retaining many private coaching clients (something that I still do to this day). However, despite my passion for coaching, I knew it couldn’t be my full-time career — it didn’t fulfill all aspects of my interests.
So, I used the money earned from coaching to reduce my reliance on my parents for money (as I was still living at home) and invested any extra time and money that I had into my entrepreneurial journey.
I taught myself how to build websites and market businesses by spending innumerable hours watching YouTube tutorials, reading articles, and learning by trial and error on my own websites, businesses, and social media accounts.
At this time I also ran a YouTube channel called Happy Healthy Honest Human, where I shared content on a variety of topics but the most successful videos were those in which I taught people the basics of speaking isiXhosa (a language widely spoken in South Africa, and the mother tongue of Nelson Mandela).
My first website-based entrepreneurial project was quite ambitious: an online multi-vendor marketplace called Molo Market (“Molo” means hello in isiXhosa), inspired by the National Arts Festival market called The Village Green.
My goal was to create an online platform that would help small businesses and craftspeople reach a wider audience, allowing them to generate more income and avoid the significant costs and risks of purchasing or renting a physical storefront. The economy in Grahamstown was, and continues to be, relatively small, and I had seen so many businesses open up only to close again a little while later.
Through this project, I gained valuable experience working with potential clients and partners. I spent countless hours building a website and vendor platform that could accommodate many different businesses, each with its own mini-shop and admin dashboard.
I was proud of my work, but as the launch approached, I realized that my youthful enthusiasm and obsession with learning had clouded my judgment. I had taken on a project that was simply too large for one person to manage in the long run, and I didn’t have the capital or business management experience to build a team.
I then shifted focus to starting an online health shop called, Health with Jet.
I conducted extensive market research and learned a great deal about market research and product sourcing. I built the website and developed the brand, but I never actually launched the business in the end.
I realized once again that my lack of experience had led me to choose a business model that required more financial capital than I had. Buying products in bulk and holding stock upfront, only to recoup costs later at a profit, was simply not feasible for me at that time.
In 2007 (when I was 12) my family moved to a small farm on the outskirts of town (in an area called Stones Hill). We continued our love of gardening; completely transforming the landscape by cultivating a wide variety of trees, succulents, and other plants.
Devastatingly, in 2014, we suffered an overwhelmingly powerful wild fire that burnt our large garage and storeroom down (along with countless valuable and sentimental possessions). The fire also torched a big portion of our garden, but miraculously our house survived.
We were very fortunate because some of our neighbours’ homes burnt down completely. The community was very helpful and one of the local schools (Victoria Girls’ High School) even called on students to donate pot plants to the Stones Hill community so that we could all regrow our gardens.
In the process of re-growing our garden I really experienced the inner healing that gardening can facilitate, but it was only later on that I realized that I could turn my passion for plants into a business.
In 2020, I officially launched Plant Shop Africa, an online plant shop, which quickly became a success and continues to operate to this day.
Through Plant Shop Africa, I’ve helped hundreds of customers grow resilient plants in their gardens, farms, businesses, and other unique spaces.
This venture gave me hands-on experience in every aspect of running a business, from market research and product management, to branding, marketing, sales, packing and logistics, as well as hands-on customer support.
As I grew Plant Shop Africa, my business knowledge, experience, and web development skills expanded, and I gradually grew in self-confidence.
Around the start of 2022, by chance, I connected with a friend of a friend who owned and managed their own digital marketing agency.
They recognized my skills and offered me the opportunity to do some freelance website design and SEO marketing work while I continued managing Plant Shop Africa and coaching squash.
During this time I learned a lot about the inner workings of a marketing agency, but after some time I realized that I wanted to build my own brand instead of being subcontracted on various projects. It made more financial sense in the long run and I was in a position to invest the time and energy towards doing the extensive ground-work required.
I also felt the calling to focus on working with clients in the environmental and social development niche.
Towards the end of 2022, I set out to build a web agency that could deliver lasting value to clients by strengthening their brands, enhancing online visibility, and supporting them in the long term through SEO marketing services as well as website hosting and maintenance.
Developing a brand I could fully stand behind took months of dedicated effort, and I spent hundreds of hours in front of the computer investing in my energy into building a rock-solid foundation for EcoLogic Marketing. Thankfully I had the support of my family (and my cats to keep me company while Alix was at work during the day).
By mid-2023, I began working with clients. In addition to my client projects, I dedicated significant overtime to mapping out and crafting a comprehensive project framework that I could then use as the basis for future projects.
I aimed to streamline every step of client intake and website creation project processes in order to ensure a smooth experience for each and every client from start to finish.
To maintain consistency and quality, I mapped out every task, sub-task, and project phase within a sophisticated project management system—a system I still refine to this day. This approach allows me to deliver a polished, adaptable service for each unique project, rather than relying on memory alone.
I continue to improve my processes as meticulously as I can based on my own observations and client feedback.
Building EcoLogic was a demanding journey that tested my patience and resolve, but through my own self-motivation and determination as well as the invaluable support of my family and loved ones, I brought my vision to life.
The reward of helping clients and participating in the creation of a better world has always made it worth it, and the ability to invest my resources into my own self-directed business and build a better future for myself and my family continues to be a huge source of motivation.
If you would like to know anything more, need some advice, or just want to chat about something, then feel free to contact me.
Cheers for now!
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This website uses minimal cookies that are essential for ensuring proper functionality. These cookies are necessary for core operations, such as enabling embedded content (e.g., Vimeo videos), maintaining secure connections, and optimizing website performance using our content delivery network (CDN). Specifically:
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_cfuvid: Supports Cloudflare’s security features, such as identifying trusted traffic and preventing abuse. Expires at the end of the session.
Cloudflare functionality cookies: As this website uses Cloudflare’s CDN to improve performance and manage load balancing, Cloudflare may set additional functionality cookies to optimize content delivery and ensure website availability. These cookies do not store personal data or track user behavior.
PHPSESSID (or equivalent session cookie): Used to maintain user sessions for improved navigation and usability. Expires at the end of the session.
wp-settings-1 (or similar WordPress cookies): Stores basic settings for website functionality and user experience customization. These cookies are typically used for logged-in WordPress users, such as administrators or contributors, rather than for general site visitors. Typically expires within one year.
These cookies are strictly necessary for the website to function correctly and do not track or collect personal data beyond what is required for their specific purposes.
Managing Cookies:
You have the option to disable cookies through your browser settings. However, please note that this may affect the functionality of some features on our website. For detailed instructions on managing cookies, refer to your browser’s help documentation or visit www.aboutcookies.org.
For further details or queries, please feel free to contact us. We are committed to protecting your personal privacy.
We take data security seriously and have implemented several measures to protect your information:
Secure Server: Our website and its database are hosted on a secure server with SSL encryption.
Access Control: Only authorized personnel have access to personal information, and strict data access controls are in place.
Regular Security Updates: We regularly update our systems and review our practices to ensure data security.
We may collaborate with trusted partners, service providers, freelancers, or subcontractors to complete specific tasks related to our services, such as website design, development, or other specialized functions. In such cases, we may need to share your project details with these partners to facilitate the completion of your project. Rest assured, any information shared with these parties will be strictly for the purpose of fulfilling the agreed-upon services and will be handled with the same level of care and confidentiality as outlined in this Privacy Policy. We ensure that our partners are bound by appropriate data protection obligations and will not use your information for any purpose other than what is necessary to deliver the services you have requested.
Our website may include links to external websites. We are not responsible for the privacy practices or content of these sites. Please review their privacy policies independently.
While we may collaborate with trusted partners, service providers, freelancers, subcontractors, or trusted third-party services to facilitate our operations, we are not responsible for any actions, omissions, or breaches by these providers. These services are independently operated and governed by their respective privacy policies. We recommend reviewing their privacy policies to understand how your data is handled by these providers.
We may update this Privacy Policy periodically to reflect changes in our practices or regulatory requirements. Any updates will be posted on this page, and significant changes will be communicated through a website notice.
If you have any questions about this Privacy Policy and our data practices, or if you wish to manage your preferences and withdraw consent at any time (for example in an act of exercising any of your rights under GDPR), or if you wish to receive this document in an alternative format for accessibility purposes; then please contact us at:
Ecologic Marketing
Email: info@ecologicmarketing.com