Can motorsport help fast-track the hydrogen economy? And what does it take to build the world’s first hydrogen-powered off-road racing series from the ground up?

In this episode of The Future of Sustainability podcast, host Michael Hanf speaks with Ali Russell, Managing Director of Extreme H, the world’s first hydrogen-powered motorsport championship, launching in 2025. Building on the success of Extreme E and Formula E, Extreme H is more than a race. It is a testbed for innovation, a global media platform, and a bold experiment in sustainable mobility.

Together, we explore how motorsport can become a powerful engine of change in the energy transition, accelerating innovation in hydrogen fuel cells, logistics, and storage systems. Russell, a pioneer at the intersection of sport and purpose, shares how Extreme H is designed to deliver real-world impact far beyond the racetrack.

In this episode, we discuss:

🔹 Why hydrogen is a critical component in the clean mobility mix

🔹 How Extreme H is built to validate hydrogen at every level, from fuel cells and safety to infrastructure and public perception

🔹 The technical challenges of racing hydrogen vehicles in extreme environments

🔹 How collaboration with automakers, energy companies, and regulators enables innovation

🔹 Why equality, inclusion, and storytelling are integral to the championship’s broader sustainability agenda

🔹 How Extreme H uses media and short-format racing to engage new generations and global audiences

🔹 The long-term vision for hydrogen adoption in sectors beyond cars, including aviation and shipping

Russell also discusses the unique role of motorsport in compressing innovation cycles and explains why the series is structured to allow OEMs like Toyota, Hyundai, and General Motors to test and showcase their hydrogen technologies. By creating an open but focused platform centred on hydrogen innovation, Extreme H aims to deliver both return on investment for manufacturers and inspiration for millions of fans.

This is not just about sport. It is about creating the conditions for systemic change in how we think about performance, energy, and the future of transportation.

🎧 Tune in to hear how Extreme H is reimagining racing as a tool for sustainable transformation.

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In this episode of The Future of Sustainability, we dive into a conversation that challenges how we think about innovation, technology, and impact. Host Michael Hanf is joined by Serish Gandikota, internationally recognised expert in Frugal Innovation and Frugal AI. Serish is the co-founder of InnoFrugal and co-leads the Frugal AI Hub at Cambridge Judge Business School. His work spans continents and sectors, pushing forward a bold but practical vision: innovation should be inclusive, efficient, and sustainable; not just powerful.

We live in a time where AI is developing at breakneck speed. But while large language models and high-performance computing are gaining ground, the gap between those who can access these technologies and those who cannot is also growing. The mainstream AI narrative focuses on scale, speed, and raw power but what about the communities, organisations, and governments with limited infrastructure, budgets, or bandwidth?

Enter Frugal AI: an approach that asks not how big or complex a system is, but whether it truly serves its purpose with minimal waste and maximum value. In this episode, Serish breaks down what Frugal AI means in practice. We explore five core principles behind it: compute efficiency, climate-aware design, cultural and linguistic inclusion, affordability, and local relevance.

Throughout the episode, Serish shares stories from across the globe, from rural India to African cities and European municipalities, highlighting how innovation looks radically different depending on context. Whether it’s developing voice-based AI for illiterate populations, or deploying mobile-first tools in low-connectivity environments, Frugal Innovation is about making technology work for the realities people live in, not the other way around.

We also unpack the importance of rethinking total cost of ownership in AI deployments. Serish explains why many public and private sector organisations underestimate the long-term energy, financial, and operational costs of AI systems and how frameworks developed at Cambridge aim to address that.

A central theme of the conversation is mindset. Serish draws a clear line between short-term tech enthusiasm and long-term systemic change. He emphasises the importance of shifting away from a one-size-fits-all model of innovation toward a more context-aware and partnership-driven approach. Impact, he argues, doesn’t come from a single product or platform. It comes from trust, uptake, and working closely with local communities to develop and scale solutions that last.

Listeners will also hear about the work of the Frugal AI Hub and its Adoption Labs, which match local challenges with startups using Frugal AI techniques to create meaningful, scalable outcomes.

Key topics include:

• What is Frugal AI and why it matters
• The global innovation gap and why context is everything
• Practical examples from India, Africa, and Europe
• The hidden costs of AI and how to plan for long-term sustainability
• The role of mindset, policy sandboxes, and inclusive procurement
• How to get involved in the Frugal AI ecosystem

To learn more, visit frugalai.org or join the Frugal AI Initiative on LinkedIn and WhatsApp.

If you enjoy the episode, don’t forget to subscribe, share, and leave a review. Your support helps us bring more voices, insights, and stories to The Future of Sustainability.

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This short preview introduces the Waves Gathering, taking place 11–13 September in Finland. Host Michael Hanf is joined by organizers Thomas Holm and Sara Lindeman to share what makes Waves unique, the themes of unlearning, collaboration, and finding new pathways, and why this gathering matters now.

Learn more: www.wavesgathering.com

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How can climate journalism cut through the noise, overcome climate fatigue, and help us make sense of a rapidly changing world?

In this episode of The Future of Sustainability podcast, host Michael Hanf is joined by Graihagh Jackson, Senior Broadcast Journalist at the BBC and the voice behind The Climate Question, the BBC’s flagship programme on climate change.

With a background in science communication and a passion for storytelling, Graihagh shares how she and her team bring complex climate topics to life. From covering electric mobility in Delhi to the emotional realities of child marriage in Bangladesh, The Climate Question blends rigorous reporting with human-centered narratives to make climate issues tangible, relevant, and accessible.

Together, we explore:

🔹 The BBC’s commitment to informing rather than influencing

🔹 What works (and what doesn’t) when engaging audiences who are overwhelmed or disengaged

🔹 How storytelling, solutions, and surprise are key to connecting with listeners

🔹 The global diversity of questions and perspectives Graihagh receives from the show’s audience

🔹 The role of climate journalism in countering disinformation and holding institutions accountable

Graihagh also shares standout episodes, including stories from Malawi, India, and Bangladesh, and explains how The Climate Question is creating space for constructive conversations in a world that too often feels divided.

Whether you are a long-time listener of climate content or new to the space, this episode offers a behind-the-scenes look at how trusted journalism can play a transformative role in the sustainability transition.

🎧 Listen now to discover why The Climate Question has become a global reference point for climate storytelling done right.

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In this episode of The Future of Sustainability, Michael is joined by Aino Försti-Smith, Head of Communications at Bayer Finland and Board Member at UN Women Finland, for a powerful conversation on the strategic importance of women’s health and reproductive rights in shaping more equitable, resilient societies.

Drawing from her dual role in corporate leadership and global advocacy, Aino shares personal insights into what drives her commitment to advancing access to contraception and reproductive health services, especially for women and girls in low- and middle-income countries. She discusses Bayer’s century-long role in women’s health, its goal to reach 100 million women with access to modern contraceptives by 2030, and the deep community engagement required to create lasting impact.

We explore:

• How Bayer’s purpose-driven approach aligns commercial success with global health equity
• The transformational impact of contraception on education, economic opportunity, and gender equality
• The role of local partnerships, education, and destigmatization in driving true access
• Lessons from on-the-ground engagement in Kenya, Egypt, and India
• Why male involvement and cross-sector collaboration are essential for systemic change
• What other companies can do to support women’s health through innovation, investment, and partnerships

This episode is both a call to action and a reminder that behind every statistic is a human life. Aino’s perspective highlights the power of purpose-led communication, long-term commitment, and authentic partnerships to move the needle on one of the most pressing global challenges of our time.

If you’re interested in sustainable development, social innovation, or purpose-driven business, this conversation will leave you inspired and informed.

Listen now to discover how empowering women can transform entire communities and why the future of sustainability must be inclusive, intersectional, and deeply human.

Hosted on Acast. See acast.com/privacy for more information.

Hosted on Acast. See acast.com/privacy for more information.

In this episode of the Future of Sustainability, we explore how one of the world’s most iconic motorsport series is rewriting the rules of performance with sustainability at its core.

Michael Hanf is joined by Marc de Jong, Head of Business Development at the FIA World Rally Championship (WRC). With more than two decades of experience in motorsport and international business, Marc is helping to steer WRC through a transformative era where innovation, climate responsibility, and global fan engagement converge.

From introducing 100% sustainable fuel and hybrid technologies to implementing biodiversity initiatives in Kenya and mobile health clinics in Mexico, WRC is proving that motorsports can be a testbed for sustainable innovation with real-world impact. Marc shares the thinking behind WRC’s five-pillar sustainability strategy, the lessons learned in deploying new technology across vastly different geographies, and why “beyond rally” logistics and infrastructure matter just as much as the action on the stages.

We also dive into WRC’s role as a global communications platform and how the championship is using its reach to showcase new technologies like fossil-free plastics, connected mobility, and carbon-lite broadcasting infrastructure.

Whether you're a rally fan, a sustainability leader, or someone curious about how traditional industries can drive meaningful change, this episode offers a compelling look at the fusion of speed, strategy, and sustainability.

Hosted on Acast. See acast.com/privacy for more information.

Hosted on Acast. See acast.com/privacy for more information.

Hosted on Acast. See acast.com/privacy for more information.

Hosted on Acast. See acast.com/privacy for more information.