The Authentic Sustainability Advantage With Ellie Moss | Managing Director of Focus Group
08/22/23 • 55 min
In this episode, host Tia Collings sits down with Ellie Moss, the Managing Director of Focus Group. Ellie brings over 15 years of experience in marketing and a passion for sustainability to the table. She even gave a TED talk on how marketing can combat climate change. Ellie's main focus, however, is her latest research that unequivocally demonstrates that companies with an authentic sustainability strategy outperform their competitors in various aspects.
So if you’re a CFO or simply finding it hard to convince your company to take sustainability seriously, this piece of research may help tip the scales.
Show Notes
Ellie and her team believe that the critical difference to a successful sustainability strategy is if it is authentically embedded into an organisation, meaning that what a company says and does are in alignment. They have now successfully shown this hunch through crucial research conducted in partnership with McCrindle.
Here are a few things we discuss in this great chat
- The seven areas where companies with authentic sustainability excel: talent attraction, productivity, talent retention, resilience, profits, customer growth, and innovation.
- Ellie and Tia discuss talent attraction, resilience, and innovation as standout advantages of authentic sustainability.
- The appeal of companies with robust sustainability strategies for potential employees and the role of culture.
- Resilience exemplified by examples like COVID-related supply chain disruptions.
- The idea of resilience replacing efficiency as a business focus for sustainability.
- Innovation as another advantage of authentic sustainability strategies.
- Ellie shares insights on cultivating an innovative culture within businesses.
- Real-world examples of companies reaping the benefits of these advantages.
- Focus Group's strategies to assist businesses on their sustainability journey.
Relevant Links
Ellie’s Top 3 Green MBA Topics
- Commitment: set clear and measurable targets.
- Culture: how to build an employee value proposition.
- Communication: use emotive language to capture the imagination of your stakeholders
How to connect with Ellie
In this episode, host Tia Collings sits down with Ellie Moss, the Managing Director of Focus Group. Ellie brings over 15 years of experience in marketing and a passion for sustainability to the table. She even gave a TED talk on how marketing can combat climate change. Ellie's main focus, however, is her latest research that unequivocally demonstrates that companies with an authentic sustainability strategy outperform their competitors in various aspects.
So if you’re a CFO or simply finding it hard to convince your company to take sustainability seriously, this piece of research may help tip the scales.
Show Notes
Ellie and her team believe that the critical difference to a successful sustainability strategy is if it is authentically embedded into an organisation, meaning that what a company says and does are in alignment. They have now successfully shown this hunch through crucial research conducted in partnership with McCrindle.
Here are a few things we discuss in this great chat
- The seven areas where companies with authentic sustainability excel: talent attraction, productivity, talent retention, resilience, profits, customer growth, and innovation.
- Ellie and Tia discuss talent attraction, resilience, and innovation as standout advantages of authentic sustainability.
- The appeal of companies with robust sustainability strategies for potential employees and the role of culture.
- Resilience exemplified by examples like COVID-related supply chain disruptions.
- The idea of resilience replacing efficiency as a business focus for sustainability.
- Innovation as another advantage of authentic sustainability strategies.
- Ellie shares insights on cultivating an innovative culture within businesses.
- Real-world examples of companies reaping the benefits of these advantages.
- Focus Group's strategies to assist businesses on their sustainability journey.
Relevant Links
Ellie’s Top 3 Green MBA Topics
- Commitment: set clear and measurable targets.
- Culture: how to build an employee value proposition.
- Communication: use emotive language to capture the imagination of your stakeholders
How to connect with Ellie
Previous Episode
Renewable Energy Transition & The Carbon Industry With Tsung Xu | Founder of Materially Better
Welcome to Episode 13, in this episode I chat with Tsung Xu, the founder of Materially Better and a serial entrepreneur. Tsung is passionate about exploring new performance materials that will play a big role in unlocking innovation and help solve big problems on a global scale.
Show Notes
As you’ll hear Tsung is very positive about our future, he believes that now is the best time in history for a startup to build products made of atoms and to leverage todays incredible technology's including new materials, synthetic biology, batteries, real-world AI and more.
Here are a few things we discuss in this great chat
- The speed at which our global economies are charging toward a renewable energy future.
- Carbon and its use in materials.
- How cheap energy can drive growth in multiple industries.
- What are the pillars that are driving renewable energy globally.
- The growth in batteries.
- Profitability and margins for companies producing products in the new energy shift vs historical big tech companies.
Relevant Links
- A Guide To The Energy Transition
- How Solar Energy Became So Cheap By Gregory Nemet
- Energy: A Human History By Richard Rhodes
- Energy Transitions: History, Requirements, Prospects by Vaclav Smil
- Slack Groups; My Climate Journey, Work On Climate, My Climate Journey - Visit this link to find more.
- Distributed Energy Resources.
Tsung Top 3 Green MBA Topics
- Assess emerging technologies, what is the current landscape, how have they scaled, what are the costs curves as they double capacity.
- Acknowledge the history of other energy transitions and that of your sector, having a birds eye view can lead to more innovative thinking and insights others may not be able to see.
- Critical thinking, be willing to look widely at resources and various sources of data including experts and then try and snythisis look at where data and ideas conflict and think through why they might conflict and what insights you might be able to get from that information.
How to connect with Tsung
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This episode is brought to you by Sixty7.Green a consultancy that helps you link sustainability to business prosperity.For organisations large and small, Sixty7.green uses data and purpose-driven insights to help businesses achieve corporate social responsibility ambitions. They provide strategic insights, a sign-post to good practice and help develop nature-based solutions.
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