Climate Tech Marketer & Nature Writer
Emma Pegg
For over a decade, I've been creating and curating product stories for fast-growth tech startups.
Founded in 2023, Cantadora was formed to help climate and nature tech companies share their stories, create the foundations for growth, and build engaged communities.
The motivation stemmed from my desire to partner with early-stage founders and start-ups in a way that was more meaningful than the typical agency approach. I wanted to be in service of companies connecting people to the natural world and help them to drive impact: by making creative, human-first content that would ripple beyond the reach of their current audience, and by applying the go-to-market strategies that I had learnt from spending half a decade in fast-growth fintech.
In the years since, I’ve discovered the complexities involved in peatland restoration with an EarthShot-nominated nature restoration company, helped launch a pilot study with the nature-first workforce movement in the UK, and explored both artificial and nature-based approaches to carbon sequestration. The vastness of this world fascinates me – as does the task of communicating the mysteries of climate tech in simple words.
As the founder of Cantadora (and Pasta Nipotina), I’m here to offer the systems and structure to bring those stories to the surface, and tell them in a way that truly changes the landscape.
SO WHY TECH?
Never before has a tech sector been so relied upon for such a planetary-sized challenge of climate change. Never before has the onus been on individuals and founders to drive the change that we so desperately need, and never before have we had to scale in such volatile economic and political conditions.
OUR STORY, IN NUMBERS
10 +
Years of experience in Content Marketing & Product Marketing for fast-growth tech startups
10 +
Startups supported through XYZ
25
Founders guided through XYZ
The Story of CANTADORA
The name Cantadora was inspired by Dr. Clarissa Pinkola Estés’ Women Who Run with the Wolves: Myths and Stories of the Wild Women: a collection of myths from cultures, stories and folktales on wild women archetypes gathered through Estés’ life on the road and work as a Jungian psychoanalyst.
The first story describes La Loba – a wolf woman, ancient story-seeker and creator that sings flesh onto wolf bones by firelight in the desert. It’s often been said that business is art. And in Women Who Run with the Wolves, to gather the bones is to reclaim the parts of the self and sing life into them.
I think we can apply the same principal to climate and nature-based startups.
Singing life into your startup in the early stages means gathering the bones of your story and finding – or re-finding, as the case might be – your voice.
Since starting Cantadora, I’ve taken a coaching-led approach to communications through leading 1:1 workshops with founders – often, riffing through voice-notes and morning pages to uncover stories and opinions that bypass vanilla messaging and empty blog posts to unleash real, turn-the-needle content into the world.
In an age of ultra-processed words, we want full-fat content. Story-led, authentic, and soulful.
