HONE drives partnerships between conscious companies and social impact organizations to activate around things that matter.



HONE is a partnership development consultancy that sources, builds, and deploys mission-driven partnerships designed for impact. We work with brands, B Corps, and non-profits to activate purpose and strengthen businesses through collaboration.

Smart partnerships between businesses and social impact organizations deliver the most significant benefit to both business and society*. We believe we are stronger together and exist to unleash the power of collaboration for the greater good.



To drive societal transformation at the intersection of Corporate Social Responsibility, Brand Building, and
Social Change.


An ongoing shift in consumer behavior has been accelerated by unprecedented world events.

  • 66%People who agree that CEOs should take the lead on societal change rather than waiting for government.
  • 64%of consumers choose, switch, avoid or boycott a brand based on its stand on societal issues.
  • 83%of Millennials say it’s important for the companies they buy from to align with their beliefs and values.
  • 120%amount that brands with a purpose set on improving quality of life outperform for their shareholders.



We help brands build tangible and authentic engagements
with credible partners for passionate audiences.

  • Sourcing of Social
    Impact Partners
  • Social and Digital Activations
    around Purpose-Driven Initiatives
  • Ethical Product Collaborations
    and Corporate Gifting
  • Content Creation and
    Purpose-Driven Storytelling


We help social impact organizations fuel their mission and amplify their message
in a manner that protects the integrity of their purpose.

  • On and offline Event
  • Content Partnerships
  • Community Program
  • Non-profit Marketing


We are a passionate team that leverages our corporate experience and outcome-based business sense as a force for good.
We know both worlds, speak both languages, and we are driven to unlock the power that smart partnering can generate.

Samantha Fennell,Founder

I am known as a builder, a solution seeker, and a pioneer. Over the past 20+ years I have held senior level and leadership positions at both major media companies and start-up ventures. From the corporate enterprises of publishing giants like Condé Nast and Time Inc., to advertising agencies overseeing global offices, I have a unique ability to forge mutually beneficial partnerships between disparate parties. I practice radical listening, align goals and purposes, and work collaboratively to achieve winning results.

As a growth strategist with a mission to drive positive change in the world, I relaunched HONE in January 2020 to align with this purpose: driving product, media, event and content partnerships between impact organizations (B Corps, non-profits, single mission enterprises) and brands

Doing well and doing good is part of my DNA.
Now it is the core of my business.

So how does a publishing and advertising veteran decide to change course and help change the world? Well it has actually been a decades long, albeit quiet journey…

Zoe Abbott Behan

Marketing and Development

I have over 20 years of experience in strategic planning, business development, marketing/ communications, and institutional fundraising for both for-profit companies and non-profit organizations. I am passionate about the importance of providing marginalized populations with an equitable chance to succeed and thrive. I consider this the work of being human. To that end, I marry the hustle and entrepreneurial spirit of the for-profit world with a deep commitment to and understanding of the mission-driven world of non-profits. I have consulted for FoodCorps, Little Kids Rock, The Forward, the BGill Group, WEDI, Volunteer Lawyers for Justice, the Leffell School (formerly Schechter Westchester), The Shefa School, the Broadway Mall Association, and Apprentice Learning. I have also held staff roles at KIPP NYC and Edible Schoolyard NYC. Prior to my work for nonprofits, I helped market several leading media brands, including seven years at ELLE where I was the Executive Director of Business Development.

Barella Kirkland

Sustainability and Branding

I have a successful 15+ year track record of developing and executing successful brand strategies and exhibiting the leadership necessary to ensure growth and brand integrity. I had the privilege of being selected as an inaugural cohort member of the Good Work Institute, a regenerative business program which led me to pursue an MBA in Sustainability and dedicate my career to impact-driven brand positioning, operational and business strategy development.

Earlier in my career I have held merchandising positions for NARS, Carol’s Daughter, and Walmart. My many years of consumer products marketing, business development and operations experience span from beauty, to food, to solar and digital tech. I am passionate about developing cool, sustainable products and supporting brands that bring joy to people’s lives and leave a positive impact on people, community and the planet.

Zena Hanna

Digital/Social Engagement

I have spent over 10 years working in the digital media industry. My diverse experience spans from developing social media architecture at marketing firm MRY, to running global digital media at Out There Agency, to most recently at the agency I founded, Zena Digital Group, that partners with clients who are ready to be inclusive through a deep understanding of how dynamic their audiences are.
I’ve worked with some of the world’s most reputable brands ranging from fashion and luxury, to social impact and education and my passion lies in bringing a social impact focus to social media strategy. I hope to make the digital media that we consume more authentic and representative of the whole spectrum of humanity.