We recently connected with Hannah Mae Primus and have shared our conversation below.

Hannah Mae, thanks for taking the time to share your stories with us today Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

Sustainability is often seen as a loaded word—something reserved for progressive businesses or large corporations with deep pockets. But through our work at HMK Impact, we’ve found that no matter what language people use for their causes, most business owners are united in wanting to do better for their employees, their communities, and the world around them. Our approach breaks away from industry norms by making sustainability accessible, practical, and, most importantly, doable for businesses of all sizes.

Too often, sustainability is framed as something out of reach—too expensive, too complex, or too dependent on large-scale infrastructure. We reject that mindset. You don’t need unlimited resources to do good. We help businesses get creative, finding simple, high-impact ways to integrate sustainability into their everyday operations.

For example, if a company can’t afford extensive parental leave, a four-day workweek for new dads for a few months can make a real difference. If a business regularly orders catering, shifting that budget to a local restaurant supports the community while keeping money circulating locally. And for companies with office buildings, locking thermostats to an energy-efficient schedule cuts costs while reducing environmental impact.

We’re demystifying sustainability—stripping away the jargon and proving that small shifts can create big impact. The more businesses that care, the better off we all are.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

HMK Impact is a consulting agency that helps businesses integrate environmentally and socially responsible practices in a way that is practical, measurable, and sustainable. My journey into this work started after years in business operations, where I saw the disconnect between well-intended initiatives and how they were actually implemented. Too often, leadership sets goals from the top down without considering the reality of day-to-day business operations.

I saw weeks worth of well-intended recycling go straight to the landfill because the janitor had no effective way to collect it separately during his nightly rounds. A company introduced a bike-to-work incentive but failed to install bike racks or a designated location for them to store their bikes. Energy costs soared in a LEED-certified building simply because the thermostat wasn’t programmed. Earth Day events were held at public parks, but without enough trash cans or maintenance staff to empty them. Many great intentions that never translate into real change.

We knew there had to be a better way—one that meets businesses where they are and helps them take small, actionable steps that build momentum over time. That’s exactly what HMK Impact is here to do.

My business partner and I started this company because we care deeply about the world our children will inherit. We see the long-term impact of mass consumption, waste, convenience culture, and short-sighted decision-making. Every company—no matter its size or industry—has an opportunity (and a responsibility) to create a positive impact.

What sets us apart is our ability to break down sustainability into realistic, achievable actions that businesses can implement without overhauling their entire operation. We do this with employee led initiatives that highlight what is already being done well. Resulting in low-lift sustainability initiatives that don’t put added pressure on existing capacities and systems.

How about pivoting – can you share the story of a time you’ve had to pivot?

Business Pivot:
When my partner and I started this business, we were focused on selling Impact Reporting services. Our work was inspired by the European Union’s Corporate Sustainability Reporting Directive (CSRD) and the United Nations’ 17 Sustainable Development Goals (SDGs). We wanted to help businesses communicate their sustainability initiatives and use that transparency to attract investment and drive growth.

However, we quickly realized (with the help of a business coach) that while these frameworks were gaining traction in Europe, the U.S. was far behind. Instead of helping businesses report on existing sustainability efforts, we found ourselves first having to educate them on what sustainability impact actually looked like in their operations. The demand wasn’t for reporting—it was for guidance on what to implement in the first place. That realization forced us to pivot. Now, instead of just helping businesses communicate their sustainability work, we help them build it from the ground up, focusing on accessible, actionable strategies that fit their size, industry, and resources.

Personal Pivot:
I honestly don’t know how anyone navigates the business world with school-aged kids without feeling like they’re constantly missing out on their childhoods. The schedules simply don’t align—school starts at 9, but business hours start at 8. School ends at 4, yet most jobs wrap up around 6. The gap is filled with before- and after-care programs, and by the time you finally get home, you’re rushing through dinner, squeezing in homework, and tucking them into bed before doing it all over again the next day. It’s a relentless cycle, and it leaves little room for actual connection.

In our family, my husband works odd hours, and I’m the primary caregiver. That meant the burden of navigating this impossible schedule fell on me. I felt like I had to choose—either commit fully to a career and miss out on my kids’ lives or step back professionally and risk losing the momentum I had worked so hard to build. I didn’t want either of those options.

As I struggled with this, I started having conversations with other women business owners. I was amazed to learn that so many of them had built incredibly successful companies out of necessity, carving out a way to earn a living while still being present for their families. They weren’t waiting for the world to change; they were designing a new way of working that fit their lives.

That realization was a game-changer for me. It reframed entrepreneurship as a form of personal freedom—a way to take control of my time, my work, and how I show up for my family. It’s what led me to build HMK Impact in a way that prioritizes both meaningful work and a sustainable life.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

One book that has significantly shaped my approach to management, entrepreneurship, and change-making is Switch: How to Change Things When Change Is Hard by Dan and Chip Heath. It’s one of the most practical and insightful books on navigating change, whether in business, leadership, or personal life.

My favorite concept from the book is the idea of focusing on bright spots—instead of getting overwhelmed by all the things that need fixing, you identify what’s already working and build from there. Too often, when businesses approach sustainability (or any kind of operational change), they focus on obstacles: It’s too expensive. It’s too complicated. It’s not a priority right now. But Switch helped me flip that mindset. Instead of dwelling on why something won’t work, I look for examples—no matter how small—where it is working and figure out how to scale that success.

This concept has been instrumental in my work at HMK Impact. Rather than asking companies to overhaul everything at once, we help them identify what they’re already doing well through their employees—maybe they already support local businesses by choosing independent caterers but they haven’t made a policy to make it consistent. Or one cashier simply asks each customer, “For here or to go?” at checkout, they naturally increase the use of reusable cups for dine-in orders, and now they just need to make sure everyone does. By leaning into those bright spots and amplifying them, change becomes much easier and more sustainable.

Another key takeaway from Switch is the importance of making change feel achievable. People resist change when it feels overwhelming, but small, meaningful steps create momentum. That’s why we focus on giving businesses actionable ways to improve—things that don’t require a complete infrastructure overhaul but still make a big impact over time.
This book completely reframed the way I approach problem-solving in business, and I’ve found myself applying its lessons again and again (even at home with my kids). It’s a must-read for anyone leading change—whether that’s within a company, a community, or even in their own personal habits.

Contact Info:

• Website: https://hmk-impact.com
• Instagram: https://www.instagram.com/hmkimpact/
• Linkedin: https://www.linkedin.com/in/hannah-mae-primus-86141082/

Image Credits

Headshot: Michelle Bliss
Stage shots: Christina Birkinbine