Interview with Pure CE Director Theo Measures

Every business has an impact on society by the way they deliver their products and services.

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1) What’s your backstory?

Originally from the UK, I have enjoyed over 8 years of professional experience in the United Arab Emirates as both an entrepreneur & consultant, with a focus on innovative marketing and project management across a wide variety of industries, including Automotive, Security & Risk Management and Film Production; now at the age of 28, culminating in a Directorship with Pure CE, a circular economy focussed private equity firm which undertakes to solve some of the world’s pressing socioeconomic and environmental challenges by creating world-changing businesses that attract private impact investing capital at scale, whilst operating in an ethical and responsible manner.

2) What was your spark, where did it come from?

I have had a growing interest in sustainability for the past 5-6 years; I think for some people, this is part and parcel of growing up and being forced (certainly in my case!) to assume more personal responsibility. I believe that if you are the type of person to enjoy that process and take pride in its outcomes, a natural progression is to investigate how you can further take responsibility for yourself, with regards to how much of a positive impact you are capable of having on the planet, and the people you share it with.

The realization that ’sparked’ my move into the circular economy space was twofold. Firstly, coming to terms with the fact that for environmental sustainability to be remotely possible in any given form, it must be underpinned by financial sustainability; without this, it has no chance of longevity and is therefore by definition, unsustainable. To achieve true success, a sustainable initiative, business, government body or policy must be positively impacting the triple bottom line: People, planet and profit.

Enter Pure CE, and my second realization: operating in the rarefied atmosphere of ‘right people’, ‘right ideas’ and ‘right time’, it is possible to identify and evolve conceptual ideas into globally changing businesses that create a next positive impact, at scale. In short, it is possible!

3) Many perceive sustainability as an uphill struggle. Who or what has helped you most along your journey?

On a personal level, I am buoyed by the growing exposure that environmental issues garner across all forms of media these days. Thankfully, the various algorithms across social media platforms have finally worked out what I am interested in most, which means I am gratefully bombarded each day with news of eco-friendly products, environmental initiative ‘wins’ and a growing sentimentality for the planet in general, as well as being made aware of new issues we collectively face and need to find solutions for.

These all give me energy and inspiration, both in my personal life and in my professional capacity at Pure CE; I am so excited to see how our forthcoming products and services are received on social in the near future, as one of our companies in particular, Purecog, directly addresses the most topical of environmental issues, single-use plastic, in a variety of highly impressive ways. Keep an eye out for them on @purecogofficial!

Furthermore, I am constantly supported and encouraged by my father, close friends and a fantastic set of colleagues – to each of whom I owe sincere and ongoing thanks.

4) How do you deal with challenges?

It of course depends very much on the challenge. We have a tight team here at Pure CE and when we are not in the office, we are regularly enjoying evening dinners, weekend hikes and any other activities that allow us to blow off some steam, strengthen bonds and throw ideas around. It is these interactions, outside of the office, that allow us to communicate, understand and appreciate the challenges that other departments, or team members may be facing. In turn, this means we can confidently ask each other for help, when needed, safe in the knowledge that we understand each other as people, have a desire to help out and are well versed in each other’s objectives within the business.

Outside of work, I try to approach challenges with as much patience, perspective and gratitude as I can muster, whilst trusting in a bigger picture and focussing on the commitment to long term results. In my case at least, these have all helped to make what at times have seemed at first to be insurmountable life challenges, seem more like small bumps in the road.

5) What are your plans for the near-future?

Continue to embrace, with great interest and anticipation, all aspects of the forth industrial revolution and in particular, its potential to add exponential value to circular economies. Further to this, I am always on the look out for new places, people and ideas that allow me to invest myself further into as positive an existence as possible on all fronts.

6) Anything else you would like to add?

I would humbly ask readers to follow Purecog on social media and sign up for our newsletter on our website ( – we are building its channels as a great source of information and entertainment, with the goal of adding value to all our followers’ daily lives. The channels currently reach around 1 million people per month and every little bit of support the brand gets really helps us, to help our planet. Thank you!

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