<p>What if you never had to wait for a bus again? And what if that bus was comfortable, reliable and powered by clean electricity?</p><p>In the second episode of The Purpose Pioneers, the new podcast series from Positive News, we meet Keith Bradbury, co-founder of Ember, the UK’s first all-electric intercity bus company.</p><p>Ember is not just a public transport operator. It was built to tackle a familiar frustration: unreliable buses that push people back into their cars. Keith and his co-founder set out to make sustainable travel so dependable and appealing that people would actively choose it.</p><p>In this conversation with Positive News’ Sarah LaBrecque, Keith explains how Ember rebuilt the bus model from the ground up, from designing its own electric buses and charging hubs to developing in-house software and rethinking the passenger experience.</p><p>Keith reflects on three defining moments that shaped his sense of purpose, including why he chose buses over more headline-grabbing climate technologies, and why visible, everyday impact mattered more than distant future promises. Launching an all-electric bus network during the COVID-19 pandemic brought unexpected challenges, but also space to focus on long-term thinking, operational resilience and values-led decision making.</p><p>The episode explores what it takes to change complex systems, how purpose-driven businesses can stay grounded while embracing uncertainty, and the small human moments that make the work worthwhile, from loyal long-term passengers to gestures that reflect genuine public trust in the brand.</p><p>The Purpose Pioneers is a new podcast series from Positive News about the journey of turning ideals into action. </p><p>Producer: Simon Elliott, Crowdfindervideo</p><p>Host and story editor: Sarah LaBrecque</p><p>Series editor: Tom Pattinson</p><p>Production lead: Pauline Milligan</p><p>Executive producer: Sean Wood</p><p>The Purpose Pioneers is sponsored by Triodos Bank, a bank for people and organisations who want to create positive impact.</p>