Championing women, talent and the planet – a founder’s view

Ali Findlay • 10th Feb 2025

Ali Findlay set up Lane with the vision to build a business that empowers, uplifts and has a positive impact outside the office walls.
But where did this vision come from? She’ll tell you herself, it was in her roots.

Grit and a good attitude  

A strong work ethic is shaped by the people around you.

For me, it started with my parents, who led a modest life in the north of Scotland.

They were teachers in an era of strikes and financial hardship, building their own home and working well into retirement.

Despite the struggles, ours was a happy and healthy life. But in the shadow of the oil boom in Aberdeenshire, I often felt out of step – not having the “right” clothes or records like my peers, not joining the ski trip or the riding lessons.

It instilled in me a drive to work for what I wanted.

Independent and international

From picking potatoes, to shifts at the local Mace shop and cleaning rooms at Craigendarroch Hotel, I juggled three part-time jobs, while excelling academically. These early experiences taught me self-reliance and the freedom that comes from financial independence.

It was clear.
If you want something, you have to go after it yourself.

At just 17, I left home for the University of Stirling and soon after was selected for the AIESEC management trainee programme, spending a transformative summer in Helsinki.

Working for a paper company’s shipping team by day and travelling to Russia, Sweden and Norway by night and weekend with fellow AISEC international students from all over, I embraced the world’s diversity and learned to navigate challenges with confidence and curiosity.

Rewriting corporate business as usual

My graduate role with RBS introduced me to corporate life, but I quickly realised it wasn’t the right fit. While my male peers were given dynamic roles, I found myself in admin-heavy tasks.

So, I took a leap and joined a large motor retail group, setting up their marketing department. It was there that I discovered my passion for entrepreneurialism, digital marketing and innovation, helping to pioneer CRM systems, email campaigns, and even the industry’s first sales website

Makes me feel old. But it was also a wake-up call. As the only senior woman in the business, I encountered the challenges of thriving in a male-dominated industry – a reality that fuelled my determination to champion women in the workplace.

At Lane, this ethos became a cornerstone. We didn’t set out to champion women specifically, but as we grew, we noticed the unique challenges women face – from self- doubt and undervaluation to juggling caregiving and career growth.

There’s power in people-first

Over the years, we’ve invested heavily in creating an environment where women can thrive. From enhanced maternity leave and menopause support to leadership mentoring and flexible working, our focus has been on ensuring women feel supported, valued and empowered to excel.

Beyond Lane, we’ve initiated programmes to inspire women across the industry, including collaborations with the Marketing Society on their Future Leaders programme. For me, championing women isn’t just about advocating for them, it’s about silencing the room’s egos so that their voices can rise above the noise.

In 2024, being named Employer Brand of the Year was a milestone moment. It validated our long-standing commitment to putting people first, even when trendier approaches won over judges in the past. At Lane, it has always been about ‘rewards, not awards’.

One of the surprising lessons we’ve learned as a small business is that bigger doesn’t always mean better. It’s easy to assume that large companies and corporates with their bigger budgets would have better people policies, or be further ahead in sustainability.

But in practice, we’ve seen that while their salaries might be high, people are often treated as numbers. Headcount cuts are frequent, few are happy in their jobs, and there’s more lip service than real action for their people or the planet.

We’re fortunate to be a smaller entrepreneurial business where every person is truly known and cared for. We can pivot quickly, innovate, and implement at speed.

Every single day is different: fun, challenging and rewarding. We hit our numbers, and our clients’ numbers, but we laugh along the way.

Continuing to build a business for good

Our recent journey towards B Corp certification has reinforced our values.

While sustainability has always been part of our DNA, the process formalised our commitment to the planet and brought the team together with a shared purpose. It’s not easy, but it’s deeply rewarding, and we’re excited to keep building on this foundation with ideas for several new initiatives for 2025.

Today, Lane works with charities, food innovators and tech companies on their sustainability and employer branding strategies. We’re proud to be one of Scotland’s most experienced Google Grants experts and a trusted partner for organisations on their journey towards positive impact.

As I reflect on the agency’s growth, one thing stands out: success comes from championing people, whether it is women breaking barriers, talent finding its voice, or businesses striving for a sustainable future.

That’s something I’ll always be proud to lead.