Meet George Chaytor-Norris, Co-Founder and CEO at CSR Employee Engagement Platform: youdo

youdo is a mobile-first platform that empowers organisations to connect employees, wellbeing, and environmental and social initiatives. The app enables every employee to create groups for activities they enjoy, whether that’s cycling, painting or chess. Every time two or more people complete an activity together, in-person or remotely, the app generates a youdo ‘Earth Token’. Tokens are then redeemed as a donation to an environmental or social impact project chosen by the organisation.

Faced with the Great Resignation, youdo helps organisations improve retention by helping them prove their commitment to employee wellbeing and a greater social purpose.


How did you come up with the idea for the company?

I founded youdo on my belief that connecting people to each other and their environment can be incredibly powerful in creating a happier and healthier world.

My Mum worked in the nutritional sector, and so from a young age I’ve been aware of the effects of society and the environment on people’s health. Later, studying at the Institute for Integrative Nutrition, I became increasingly conscious of the impact of social media and screen time on our health.

Initially, I wanted to create a ‘Tinder for sports’, a space for people to connect and get outside, because I know how powerful sport is in bringing people together. But when I started the business in 2019, aged 24, I adapted this to tackle a big, but ignored, opportunity: transforming workplace cultures by bringing employees together to share their passions (whether sports related or not): to feel good and do good at the same time.

The coronavirus lockdowns reinforced the importance of wellbeing (mental and physical) and how much we value human connection. While hybrid working has made us more technologically connected, we’ve grown more emotionally disconnected from each other and the planet.

Simultaneously, the climate emergency has placed an emphasis on Environmental, Social and Governance (ESG) frameworks, and the need to define a company’s health beyond its balance sheet.

The C-suite, HR and ESG departments can now empower employees to connect with each other and shape an organisation’s impact, and that will be incredibly powerful in creating a happier and healthier planet.


How has the company evolved over the last couple of years?

Turning vision into reality was slow at first, but during a Google Design Sprint in early 2019 we saw the huge potential for youdo.

We’ve now been through a successful Beta testing phase with positive feedback from users. Comments such as, “I know I’m keeping up my mental and physical health for a greater purpose,” and “I get motivated seeing my colleagues accomplish their goals and I enjoy getting to connect and relate through the things that bring me joy,” reinforce that we’re on the right path.

In April 2022 we surveyed 2,000 UK workers and found some revealing insights. The majority (84%) said they want to be involved in wellbeing and environmental initiatives, yet only 18% said company initiatives are very relevant to their personal interests. We’ve identified a problem to solve, and there are exciting times ahead.

What can we hope to see from youdo in the future?

Following our launch this year, we will maintain momentum, continue traction and grow youdo to become a globally established brand that’s transforming company cultures all over the world.