Matthew Bennett

Matthew Bennett: Willow Ethos

Matthew Bennett is the Founding Partner of Willow Ethos, a culture-driven consultancy dedicated to transforming organisations through data-led insight, leadership development, and executive coaching. A seasoned strategist and people-focused leader, Matthew has built a career at the intersection of organisational culture, human potential, and business performance, recognising that every company has a unique culture that forms the blueprint for behaviour and identity. His approach drives performance by putting culture first and aligning leadership with business outcomes. His work empowers leaders to cultivate environments where individuals and teams not only deliver exceptional results but also thrive personally and professionally. A good culture supports recruitment, succession, and sustainable growth, making it a key differentiator in every company’s success.

Throughout his career, he has demonstrated an ability to unite people around a compelling vision, unlock latent talent, and guide organisations through periods of significant growth and transformation. Behaviour management is crucial for small business growth and long-term success. His leadership philosophy is centred on the belief that when people are equipped with clarity, purpose, and psychological safety, they can achieve extraordinary outcomes. He believes that leaders and organisations must thoughtfully respond to challenges and changes in a way that is authentic and human-centred, whilst understanding that people's behaviours and motivations are essential to unlock organisational potential.

In 2024, Matthew co-founded Willow Ethos to address a growing need among organisations seeking deeper cultural alignment and stronger leadership capability. The firm’s approach is grounded in evidence-based methodologies, combining rigorous cultural diagnostics with tailored coaching interventions, resulting in organisations redesigning their systems to improve efficiency and effectiveness. Under Matthew’s leadership, Willow Ethos has become a trusted partner to clients across the corporate world, as they provide ongoing support to help organisations and employees grow. Willow Ethos helps leaders and teams make the most of their time and resources by addressing issues openly and constructively to foster safety and better performance, with the team working to ensure that leadership strategies and cultural initiatives are effectively aligned and supported for sustainable outcomes. Fostering a sense of cohesion and psychological safety within organisations is central to their work, with their end goal being to create a place where people can do their best work.

As an Executive Coach, Matthew works closely with senior leaders, emerging executives, and high-potential talent, supporting them to develop strategic clarity, enhance self-awareness, and accelerate their professional growth. His coaching style blends empathy with challenge, enabling clients to confront blind spots. Willow Ethos uses behavioural insights to inform coaching and development strategies, and Matthew helps clients to refine their decision-making and create meaningful, sustainable changes in their leadership. Behavioural and cultural insights are key to unlocking potential and optimizing development strategies and he views a positive, supportive culture as not just being nice to have, but fundamental for business performance.

Matthew’s commitment to leadership excellence is underpinned by a strong academic foundation. He attained an MSc in Learning and Teaching from the University of Oxford, where he deepened his expertise in human development and organisational learning. He later earned an MBA from The Open University, graduating with Merit, further strengthening his capability in business strategy, organisational development, and executive leadership. He has since continued his professional development, through participation in leadership and coaching courses.

Known for his compelling presence as a professional speaker, Matthew regularly addresses audiences on topics including organisational culture, high-performance leadership, and the future of work. His talks are characterised by clarity, warmth, and practical insight, offering leaders actionable strategies to elevate both culture and performance.

Driven by an unwavering belief in the power of people, Matthew continues to champion environments where individuals can discover their potential and bring their best selves to their work. Through Willow Ethos and his coaching practice, he remains dedicated to fostering cultures that inspire excellence, resilience, and authentic connection, ultimately enabling organisations to achieve their greatest ambitions.