Working with your competitors might sound counterintuitive, but it could be your smartest business strategy. In this revealing conversation with Sebastian Munden (Chair of Ad Net Zero) and Fiona Ball (Group Director for Sustainability at Sky), discover why sustainability challenges are creating unexpected alliances that benefit everyone's bottom line. Learn how standardised measurement tools, shared best practices, and coordinated action can reduce costs, accelerate innovation, and create market differentiation - while still maintaining healthy competition where it matters most. For business leaders looking beyond short-term thinking, this episode provides actionable frameworks to turn industry collaboration into competitive advantage.

🎯 Key Takeaways

• The Power of Industry Collaboration
• Breaking sustainability barriers often requires collective action across an entire industry. By working with peers and competitors on common environmental challenges, businesses can create standardised tools, share best practices, and solve systemic issues impossible to tackle alone. As Sebastian notes, "There are some problems that people can come together on, problems that they can't solve on their own."
• Target, Measure, Act: A Framework for Progress
• Successful sustainability collaboration hinges on clear goals and consistent measurement. By setting shared targets, agreeing on common metrics, and tracking progress together, industry-wide initiatives avoid getting sidetracked by competing methodologies. This approach has enabled Sky to reduce their absolute emissions by 17% since 2018 and provides smaller organisations with proven tools they couldn't develop independently.
• Balancing Competition and Collaboration
• The most effective industry initiatives clearly define where companies work together and where they compete. As Sebastian explains, "identify where collaborative action will really make a difference, and where competition might get you there faster." This carefully structured approach avoids legal pitfalls while encouraging innovation in areas where competition serves the greater good.

⚡ Quick Wins & Actionable Steps

1️⃣Join Your Industry's Sustainability Initiative

2️⃣ Implement the "Target, Measure, Act" Approach

3️⃣ Share Your Sustainability Journey Transparently

🛠 Tools & Resources

• Ad Net Zero - Industry initiative for sustainability in advertising
• "Sustainable Advertising" book by Matt Bourne and Sebastian Munden
• Sky Zero Footprint Fund - £2 million fund for sustainable advertising
• WRAP (Waste and Resources Action Programme) - NGO working on circular economy initiatives
• Kyoto @ Sohoplace

❓ Got a question?

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🔄 Share Your Impact

• Let us know how you implemented these actions
• Submit your case study
• Join our Sustainability Solved Hub

🎙 Guests

Sebastian Munden

• Connect: Chair of AdNet Zero
• Chair of WRAP (Waste and Resources Action Programme)
• Former CEO of Unilever UK and Ireland
• Co-author of "Sustainable Advertising"

Fiona Ball

• Connect: Group Director for Bigger Picture and Sustainability at Sky
• Lead for Sky Zero campaign
• Pioneer in media industry sustainability initiatives

🏢 Green Element Group

Green Element Group is an environmental management consultancy offering a range of bespoke sustainability services, products, and resources to accelerate the just transition to a stable climate. The Group consists of Green Element Limited, Compare Your Footprint Limited, and Sustainability Solved Podcast and Resource Hub.

Find out more about Green Element Group here and benefit from a 20% discount on the first year of subscription to Compare Your Footprint, the highest quality carbon footprint software for your organisation. When registering, click 'Got a Coupon' and enter code 'PODCAST' to claim a 20% discount.

👫 Credits

• Hosts: Will Richardson, Charlie Luxton
• Production: Soundquake
• Exec-Producer: Sam Hamilton-Turner
• Producer: Jake Lee-Savage

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