Allison MurrayCEO & Founder

Photo by : Chantal Routhier Photography (

Upswing Solutions was founded by Allison Murray, an international sustainability leader who has helped companies for over 20 years to create social and environmental change and build purpose into their business.

Allison has lead strategies and programs at some of the world’s largest companies in the UK, Australia and Canada in the telecommunications, energy, insurance and transportation & logistics industries. Beyond creating change inside companies, Allison has also provided consulting services to CEOs and boards of start-ups and not-for-profit organizations.

Allison holds a Master’s degree in Science and Technology Policy from the University of Sussex (UK) and a B.A. (Hons) in International Development Studies from Dalhousie University (Canada).


  • We’re in Business Voice!

    We’re thrilled that our report, the Purpose Advantage, is covered in the July edition of Business Voice magazine. Find out how Atlantic Canadian purpose-led businesses T4G, HomeEXCEPT and Made with Local are attracting talent and customers, growing revenue and innovating, while creating businesses that are better for people, our communities and the planet.

    July 5, 2019
  • Building a sustainable ocean economy

    We had a fantastic morning on June 25th talking about purpose-led business strategies with a group of ocean sector business leaders from Atlantic Canada.

    June 26, 2019

Allison brought extensive global expertise in the business of sustainability to Peer Ledger. She quickly understood our roadmap and started contributing valuably from day-one. Allison’s work is based on solid evidence, and she delivers it with heart and creativity. We asked Allison to come back to support us again as soon as we could.

Dawn Jutla
CEO, Peer Ledger (Halifax, N.S.)

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