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

• The Authentic Sustainable Advantage Report

Ellie’s Top 3 Green MBA Topics

1. Commitment: set clear and measurable targets.
2. Culture: how to build an employee value proposition.
3. Communication: use emotive language to capture the imagination of your stakeholders 

How to connect with Ellie 

• Linkedin