what's your brand's true nature?

Authenticity can be a challenge for brands, but it’s crucial to define how you want to represent your brand and engage with your audience. With true nature, my mission is to connect with businesses that are committed to creating a sustainable and fair future for all living beings and our shared planet. I believe that when a brand embraces honesty and stays true to its values, it naturally attracts the right people.

hey there, I'm Petra

I love writing stories, exploring the outdoors, and dreaming of a fairer future. One day, I decided it was time to combine those passions and help businesses that care for the environment, champion diversity, and challenge the norm.

Digging deep into the core of your brand and refreshing its foundation with the magic of words brings me joy. Add a dash of creativity, storytelling, and strategic thinking, and my brain lights up with excitement!


We might be a great match if:

  • You want to discover your brand’s authentic tone of voice.
  • Your website copy needs a refresh.
  • You need help creating and scheduling social media content.
  • You want to free up time for other tasks—or for yourself.
  • You aim to connect with your audience in a transparent and honest way.
Petra from the Green Minds sitting in a chair and smiling towards camera

my professional journey to more freedom and purpose

I bring over 10 years of experience in communication, starting my career in journalism and PR for international fashion and lifestyle magazines. This journey led me to digital marketing and, eventually, fashion e-commerce and social media management.

In my mid-twenties, I realized I could no longer align myself with the polluting fashion industry. Around the same time, I made a personal commitment to stop buying anything new — unless it came from an ethical and eco-friendly brand or was secondhand. 


My growing interest for sustainable business models evolved from an Instagram blog into a full-fledged freelance business. In 2020, I officially founded Green Minds. While still employed by a company specializing in eco-friendly homeware, I gradually built my client base. In April 2022, I took a bold step and transitioned to full-time self-employment.


In December 2024, Green Minds transitioned into true nature. Rebranding felt like the right step, as I’ve experienced significant personal growth over the past few years, and my approach to sustainability—as well as the types of brands I want to support—has evolved. Now, I focus on businesses that embrace a more intersectional approach to sustainability and are committed to authenticity, diversity, and inclusion.

mission

I want to support eco-conscious and ethical businesses with spreading their message by helping them to find their authentic voice, spreading engaging and informative content and supporting them growing their business. 

vision

I believe that combining an idealistic vision, ethics and a great product with an outstanding content strategy and the magic of words can be invincible. I dream of true nature being a collaborative agency that caters to the content needs of kind businesses.

Hands caring for green plant