Koren sitting on her couch, reading a book, surrounded by comfy cushions and a blanket.

ABOUT KOREN

I believe slow, sustainable and local actions are the pathway to a brighter future

The world feels like it’s going to hell in a handbasket right now. And yet, I remain a practical idealist: I reckon small business can be part of the revolution to a fairer, kinder, greener world. If you’re a like-minded human leading a values-driven business, I’d be delighted to join forces.

ABOUT KOREN

I believe slow, sustainable and local actions are the pathway to a brighter future

The world feels like it’s going to hell in a handbasket right now. And yet, I remain a practical idealist: I reckon small business can be part of the revolution to a fairer, kinder, greener world. If you’re a like-minded human leading a values-driven business, I’d be delighted to join forces.

20+ years of experience

From national newsrooms to leading charities and brands.

Values-based approach

Specialising in ethical marketing and storytelling for small business.

Permaculture qualified

Considering purpose, people, planet and profit in all strategies.

150+ happy clients worldwide

Supporting change-makers in Australia and beyond.

Writing has taken me on a wild ride over the past two decades

It all began in 2005, as a cadet journalist interviewing grape growers in muddy Barossa Valley vineyards (naturally, I remain partial to Shiraz).

From there, I wrote my way across Queensland as a political reporter for the state’s largest daily newspaper.

After a small move to the opposite side of the world (hola, Spain), I set up my own marketing company in 2013 to help ethical small businesses amplify their impact online. In 2017, I returned home to South Australia and studied permaculture, which profoundly changed my life.

Since then, I’ve founded Permaculture Marketing, and helped launch businesses big and small, revamped dozens of websites, grown social media followings into triple digits, sold out online courses and helped raise millions for charity.

All while staying true to my ethics and values. 🙌

Koren Helbig interviewing former Queensland deputy premier Andrew Fraser

Interviewing former Queensland deputy premier Andrew Fraser aboard the government jet.

Koren and Toby during Hogueras.

With my friend Toby, dressed for a traditional Spanish festival in my adopted home of Alicante.

Koren in the backyard of her Tarntanya Adelaide home
Koren in the backyard of her Tarntanya Adelaide home

At the heart of my work is a deep desire to help accelerate the transition to a regenerative, one-planet future.

I use permaculture as the framework to make this possible.

What is permaculture?

Permaculture is a practical design system, inspired by the laws of nature, that helps you make more ethical and sustainable decisions. It’s not just about gardening or farming, either — it can be applied to literally any context. Yep, that includes your business and marketing.

What is Permaculture Marketing?

This is an alternative marketing approach I’ve developed, weaving permaculture’s three ethics — Earth Care, People Care and Fair Share — into the promotion of for-good businesses. It’s strategic, grounded in holistic systems thinking and always considers the quadruple bottom line: purpose, people, planet and profit.

Is this approach right for you?

If you’re a founder or sole trader who wants a stable, values-driven, financially sound small business that makes a positive impact on the world – while still leaving space for fun, creativity, human connection and, y’know, actually living a good life, beyond just work… then yes, Permaculture Marketing is a great fit.

No shade on copywriters, but I offer much more than just copywriting

As a working journalist and highly experienced strategist, I bring a unique mix of deep marketing know-how and pro-level storytelling.

My qualifications and experience:

  • 10+ years at the helm of my own ethical marketing agency, working with dozens of purpose-driven small businesses around the world.

  • 5+ years leading in-house marketing departments for national Australian charities and global brands.

  • 20+ years as a professional journalist, writing for more than 30 publications in Australia, the US and Europe. (I currently write regular columns for the ABC and The Guardian.)

  • Countless courses in content marketing, sales copywriting, blogging, social media marketing, SEO, web design, Google Analytics, Meta Ads, Google Ads, online course production, photography and videography.

  • Permaculture Design Certificate from The Food Forest (2017).

  • Ghost-wrote a permaculture book for a well-known Australian permaculture organisation.

  • Additional permaculture training in Holistic Decision Making, social permaculture and organic veggie growing.

  • Bachelor of Arts, majoring in Journalism and Literary Studies (2010).

  • Three-year Journalism Cadetship at a regional South Australian newspaper (2005-2008).

My ethics

The three permaculture ethics guide my approach to life, work and business.

Earth Care

Marketing that helps regenerate nature

I actively look for ways to make my business and marketing (and that of my clients) lighter on the planet, while promoting environmental protection and regeneration.

People Care

Marketing that is connective and kind

I prioritise wellbeing for everyone my business and marketing touches: my audience, customers, collaborators and even myself and other more-than-human species.

Fair Share

Marketing that redistributes resources

I aim to promote my business and offerings in ways that create mutual benefit and fair exchange, while allocating a sustainable amount of my revenue, time and skills for the greater good.

My business values

Inner-led wisdom

You know your business best, I’m here as a guide. We’ll blend what feels right for you with marketing science and data to design solutions that match your own values and capacity.

Honest kindness

I communicate clearly and directly (hello, neurodivergence) but always with deep care and respect, so our work together feels safe, constructive and empowering.

Nature’s pacing

We’ll mimic the natural world and move at a steady, sustainable pace, designing marketing that’s calm, holistic and at least a bit enjoyable, rather than robotic, rapid and manipulative.

Fun!

I believe business can be energising, playful and fulfilling. That’s the approach we’ll take to both my work and yours, while ensuring everything’s high-quality and effective.

1% for the planet

Business can (and should) be a force for environmental and social good, don’t you reckon?

That’s why I follow the ‘1% for the planet’* philosophy, committing at least 1% of my income and 1% of my working hours to causes protecting our planet’s future. That includes:

 

*1% for the Planet is a brilliant non-profit that verifies its members donate 1% of annual revenue to environmental groups. But their membership fee is a hefty $500 a year for businesses my size – money I’d rather give directly to frontline, hands-on charities. So, for now, I’m running a DIY version.

A drone shot of Koren's permaculture-designed backyard

I’m also applying permaculture in my small city backyard

Nearly 7 in 10 people will live in cities by 2050 — more than double today’s population. Learning to live more sustainably in urban environments is a crucial climate action, I think.

So, I’ve turned my small home in Tarntanya / Adelaide (South Australia) into an urban permaculture demonstration site.

Slowly, I’ve made low-impact, affordable renovations to create a more energy-efficient home. I’ve planted a local native butterfly garden out the front. Out back, a permaculture veggie garden and mini food forest.

My garden truly is my happy place. It opens to the public once a year, and I release tickets to my newsletter subscribers first.