Amanda Campbell, an executive and leadership coach at Amanda Campbell Consulting, joins Charlie Martin on The Responsible Edge Podcast to discuss her extensive career in sustainability, corporate affairs, and marketing. Her journey spans various industries, with a consistent thread of sustainability that has driven her to pioneer significant transformations in the companies she has worked with.

A Journey Through Diverse Industries

Amanda’s career began in marketing and advertising, where she worked in various agencies in the West Midlands. Reflecting on her early career, she states, “I was one of the first chartered marketers in 1998, which was a big achievement.” Her transition from agency work to client-side roles saw her delve into the automotive and fashion industries, where she first encountered sustainability challenges.

In the automotive sector, Amanda tackled the issue of recycling dirty tyres, a task driven by legislative requirements. She recalls, “We had to figure out how to break down and recycle tyres in a cost-effective way that added value.” This early experience with circularity laid the groundwork for her future endeavours in sustainability.

Amanda’s move into the fashion industry further honed her skills in sustainable practices. She was responsible for meeting new packaging regulations, which required reducing waste and making packaging more sustainable. These roles, though initially driven by external factors, sparked her interest in sustainability and its integration into business operations.

Sustainability in Real Estate

Amanda’s most significant impact was in the real estate sector, particularly at intu, where she served as the Corporate Affairs and Sustainability Director. At intu, she led the charge in integrating sustainability into the company’s core operations, transforming it into the UK’s first national shopping centre brand.

One of Amanda’s key achievements at intu was developing a comprehensive corporate sustainability strategy. She explains,

“I became more interested in sustainability, realising there was an opportunity to influence change on a much bigger scale.”

Her approach combined her expertise in corporate affairs, communications, and sustainability to drive organisational change.

Amanda emphasised the importance of making sustainability relatable and personal for employees. “If it’s not obvious to the employee, you need to make sure you’re communicating it to them,” she advises. This communication strategy was vital in ensuring that sustainability initiatives were understood and embraced at all levels of the organisation.

Linking Sustainability and Employee Well-being

A central theme of the podcast is the relationship between sustainability strategies and employee well-being. Amanda argues that integrating sustainable practices not only benefits the environment but also significantly enhances employee well-being. She shares,

“There’s always a people pillar in corporate sustainability strategies, and well-being is a crucial part of that.”

Amanda’s work at intu involved implementing mental health and well-being strategies, driven by the company’s CEO’s passion for mental health. This focus on well-being was not just an add-on but an integral part of the sustainability strategy. Amanda notes, “Our chief exec was passionate about removing stigma around poor mental health, which led to a comprehensive well-being strategy.”

Practical Strategies for Sustainable Change

One of Amanda’s strengths lies in her ability to break down complex sustainability goals into manageable and relatable actions. She shares a practical example from her time at intu, where she conducted a materiality assessment to understand stakeholders’ views on sustainability. This assessment helped shape a strategy that was relevant and engaging for everyone involved.

Amanda’s approach to driving change involves collaboration and ownership. She facilitated workshops and one-on-one conversations to align the executive team with the sustainability strategy. “We presented challenges and provocations to get discussions going and ensure that the strategy was co-created,” she explains. This method ensured that the executive team felt ownership of the strategy and were committed to its success.

Current Focus and Future Vision

Today, Amanda continues to champion sustainability through her consulting work. She assists companies in developing robust sustainability strategies and effective communication plans. Additionally, she coaches senior leaders, drawing from her extensive experience to guide them through the complexities of driving change in their organisations.

Reflecting on her current work, Amanda shares, “I help companies develop their sustainability strategy and tell their story in a meaningful and truthful way. I also work with senior leaders as a coach to help them lead and drive change because I’ve been there and I know how difficult and tough and lonely it can be.”

Advice for Emerging Leaders

For emerging leaders and young professionals, Amanda offers valuable advice:

“Slow down and enjoy the ride. Be clear about your own priorities and balance what you’re doing around that. And remember the importance of play – lighten up, be silly, laugh, and dance.”

Amanda Campbell’s journey and insights provide a comprehensive guide for organisations and leaders aiming to integrate sustainability into their core operations while enhancing employee well-being. Her approach underscores the importance of strategic communication, collaborative leadership, and a holistic view of sustainability that benefits both the environment and the people within the organisation.