Q&A with Anna Bright, CEO of Sustainability West Midlands
Sustainability is one of the defining topics of 2025 – but also one of the most confusing. Amidst a flood of jargon – from “net zero” and “carbon footprint” to “ESG” and “greenwashing”, and constantly evolving environmental regulations, many businesses are unsure where to start, or what to do next.
What does “sustainability in business” actually mean? Why is it critical for business success – and how do you even start?
To mark World Environment Day 2025, we sat down with Anna Bright, Chief Executive at Sustainability West Midlands (SWM) – the region’s leading sustainability consultancy organisation – to unpack these questions. With over 20 years’ experience helping organisations respond to climate change and develop their environmental strategy, Anna offers clear, expert insight to help you start – or strengthen – your sustainability strategy.
What is Sustainability West Midlands and what organisations do you work with?
“SWM is a not-for-profit organisation helping to make the West Midlands greener, fairer, and more sustainable through dedicated sustainability support. We support over 200 members across multiple sectors – from NHS Trusts and local authorities to universities and businesses, large or small.
Our work isn’t just about helping business cut carbon and reduce environmental impact, but also helping organisations adapt to future challenges of climate change like floods, heatwaves and water scarcity. We help members raise the profile of their sustainability work, align with regional goals and access support to accelerate their progress.”
Why is it important to approach sustainability at a regional level?
“Every region has its own challenges and strengths, so a regional approach is key. In the West Midlands, we’ve developed the Sustainability Roadmap to 2030 based on feedback from thousands of local stakeholders. It outlines our eight priorities areas where we’re focusing our sustainability efforts – from sustainable energy and resource efficiency, to clean air and water.
It’s a powerful tool for policymaking and tracking regional progress, and gives businesses a framework to align their plans with. Any business can access it and ask; How are we doing as a region? What is my role in this? and build their strategy from there.”
What does sustainability actually mean for businesses on an operational level?
“Often when we talk about sustainability, our minds go straight to the environmental side – and while that is a big part, it’s not just about the environment.
Sustainability covers three areas: environmental, social, and economic factors, often captured under “ESG”, which stands for ‘Environmental, Social and Governance’.
The ‘Environmental’ side is everything from energy, waste and water usage to products and packaging – even down to your cleaning products. It is important to think about aspects such as their impact, where materials come from and whether they can be recycled.
‘Social’ aspects are how you manage and treat your employees, your impact within your local community, and address issues like diversity and inclusion, human rights and labour rights.
The final element is ‘Governance’, which is how you manage sustainability in terms of your policies, leadership and compliance with regulations.
It’s not just about environmental impact. Being a “sustainable business” means operating responsibly, compliantly and profitably, with your long-term impact in mind.”
Why should businesses view sustainability as a core strategy, not just a compliance issue?
“You’ve got to start with the basics and you’ve got to make sure you’re compliant – that’s the baseline. But beyond that, even if you’re not driven by environmental factors, there are real business reasons to embed sustainability across your organisation.
Your customers are likely to have certain expectations, so demonstrating you’ve gone one step further builds trust. Reducing your utility consumption, water use and waste produced means you’re not only going to be more sustainable, you’re also going to be more efficient, and that can contribute straight to your bottom line. If you can demonstrate your sustainability credentials in procurement and tendering, you’ve got a better likelihood of winning, so you’re going to be more competitive. It’s helpful for Recruitment too; if you’re a reputable, responsible and sustainable business, you’re going to attract talent – and retain it.”
What sustainability regulations or reporting frameworks should businesses be aware of?
“These really vary with scale, location and sector, so it’s important to investigate what is relevant to your business. However, new frameworks like the Corporate Sustainability Reporting Directive (CSRD) and the Carbon Border Adjustment Mechanism (CBAM), are becoming more prominent – and while these mostly apply to larger businesses, they are filtering down supply chains. Some businesses choose to go further and adopt standards such as the Carbon Trust Net Zero Standard.
Smaller businesses need to be proactive, horizon scan and identify what might be coming their way. You’ve obviously got your statutory requirements, but equally, think about standards which aren’t mandatory but add that competitive edge. Joining voluntary schemes like the Science Based Targets Initiative and more local Net Zero initiatives like the West Midlands Net Zero Pledge are a great way for your business to say “I’ve gone the extra mile, I can demonstrate this” and to get recognition for what you’re doing.”
For those just starting, how do you take that first step towards sustainability?
“Start by understanding where you are. Conduct a baseline assessment and talk to your team, asking what are we already doing around recycling, energy usage, waste, water use? You’re probably doing more than you realise. Get that baseline information and get your data – I can’t stress how important data is. It lets you see where you are currently at and gives you a means to measure progress.
Once you’ve done that, we’d recommend using the UN Sustainable Development Goals (SDGs) as your guide. Don’t try to address all 17 SDGs at once but choose two or three – like Responsible Consumption or Partnerships – to focus on in the first year. Look at what you’re doing and ask ‘what could we do about that and who can we influence?’. Set achievable goals, measure progress, report on your achievements and build from there. It’s about breaking it down into bize-sized chunks.”
What role can facilities teams play in helping their organisation meet sustainability goals?
“Often we find there’s big disconnect between an organisation’s sustainability strategy and what happens on the ground, and that’s where facilities teams have a huge impact. They’re the closest to day-to-day operations; they see where waste happens, how products are being used, which lights get left on, when recycling isn’t working. Getting feedback from your facilities team is really important to see which initiatives are working and where there are opportunities to make things better.”
What advice would you give to organisations just starting their sustainability journey?
“Firstly, you are not alone on this journey. There is so much support out there – often subsidised or free. Visit the SWM website, join local business networks and chambers, speak to other businesses and find out about what they’re doing, what’s worked and what hasn’t. Really tap into what’s there, because if we don’t, it will disappear.
Upskilling your team is also so important. Carbon Literacy training is a great way to build confidence around sustainability topics. Lots of universities offer sustainability training and it will really, really help you understand this area.”
What does the sustainable future look like in the West Midlands over the next five to ten years?
“It’s quite easy to see the things that are happening globally and feel that what we can do as individuals or small businesses is a bit futile, but I don’t think that is the case.
We’ve seen a huge uplift in interest and passion in sustainability over the last decade, and I think it’s going to remain ‘business as usual’ going forward. However, alongside climate change mitigation there’s an increasing focus on preparing for climate impacts like flooding and heatwaves. That can include reviewing your insurance, your contingency plans, and your working policies – use our Resilience Guide for SMEs as a start.”
Where can people find out more about Sustainability West Midlands and how to get involved?
“Google us! Go to our website – it has pages of information on funding, sustainability events, news and support services that really help demystify sustainability as a topic. If you can’t find what you’re looking for, just give us a ring. We will absolutely be able to help or connect you with someone who can.”
As Anna makes clear, small steps taken today set the stage for sustainable, long-term success, resilience and impact – and this World Environment Day couldn’t be a better time to start.
Ready to take the next step?
