In a world where environmental responsibility is increasingly scrutinised, sustainability is no longer an optional add-on for businesses but an integral part of corporate strategy. Tom Roundell Greene, Partner and Head of Sustainability at Carter Jonas, embodies this shift. With a career shaped by experiences in both the UK government and global real estate firm JLL, Tom brings a unique perspective to the sustainability conversation. In a recent discussion, Tom shared how he’s working to make sustainability a core business principle at Carter Jonas and offered insights into how companies can embrace long-term environmental strategies while delivering value.

Tom’s journey into sustainability began with a desire to “be part of shaping a better world.” Studying philosophy at university, he was deeply affected by world events such as 9/11, which shifted his view on global issues and inspired him to pursue a role in public service. He began his career in the UK Cabinet Office, eventually focusing on sustainable development, a field he describes as “the practical application of philosophy.” However, he soon became frustrated with the “short-term thinking” that can be a hallmark of political cycles. After more than a decade in government, he transitioned to the private sector, joining JLL, where he discovered new opportunities to effect change.

A Fresh Approach at Carter Jonas

Since joining Carter Jonas, a multidisciplinary property firm operating across the UK, Tom has continued to push the boundaries of what sustainability can mean in the business context. For Tom, sustainability is not merely a regulatory requirement but “about better ways of doing things,” a principle that is reflected in his work to embed long-term, client-focused strategies into the heart of Carter Jonas.

At Carter Jonas, Tom is leading the firm’s sustainability initiatives within a flexible business structure as an LLP (Limited Liability Partnership). Unlike publicly listed companies, LLPs are less constrained by the immediate demands of shareholders, allowing Carter Jonas to set ambitious, long-term goals that resonate with its core values. “Our aim is to be ambitious for ourselves and our stakeholders,” Tom explained, “without trying to boil the ocean in terms of compliance with standards and frameworks.” This focus allows Carter Jonas to develop a sustainability strategy tailored to the unique needs of its diverse clients, which span from country estates to commercial infrastructure projects.

Balancing Compliance and Strategic Goals

A central challenge in Tom’s role is navigating the tension between compliance-focused sustainability efforts and proactive, innovation-led approaches. While data collection and ESG (Environmental, Social, and Governance) reporting are essential for transparency, he stresses that businesses should not see these as the final goal. “If you treat sustainability as only a compliance issue, you miss its true value,” Tom noted. He believes compliance should be seen as the “minimum mandatory” rather than the ultimate aim. For Tom, sustainability should align with an organisation’s long-term goals, influencing decision-making at every level of the business.

In today’s business environment, sustainability reporting frameworks can be challenging, especially as they continue to evolve. Referring to his experience at JLL, Tom recalled, “The ESG reporting ecosystem… sets a very clear set of expectations for what good looks like.” However, he argues that while these standards are essential, they can sometimes overshadow other aspects of sustainability.

“You can spend huge amounts of time trying to finesse your data collection systems and reporting… to the detriment of actually just getting on and doing stuff.”

Collaboration and Partnerships: The Key to Success

One of Tom’s core philosophies is the importance of collaboration, both within the company and with external partners. At Carter Jonas, this has led to initiatives like a recent research collaboration with University College London, which explored the ‘green premium’ for commercial buildings. Tom believes that partnerships with academic institutions provide valuable analytical perspectives that can drive forward-thinking strategies. “Coming together with academic institutions… brings fresh perspectives and analytical rigour,” he explained.

For Tom, collaboration also extends to Carter Jonas’ clients and peers within the property industry. The firm is actively engaged in industry-wide efforts to set standards, such as the recently launched Net Zero Carbon Building Standard. By participating in these collaborative efforts, Carter Jonas can align its own operations with best practices while supporting broader industry goals. “Consistency and standards are crucial,” he remarked, highlighting the importance of shared expectations in driving change across the sector.

The Data Dilemma: A Necessary Foundation for Progress

Data is an essential component of sustainability reporting, but it can also be a double-edged sword. For Tom, the challenge lies in gathering the right data without becoming overwhelmed by the process. “Data collection is fundamental, but it’s easy to get completely hung up on it,” he observed. In his view, data should serve as a foundation for action rather than as an end in itself. At Carter Jonas, the focus is on collecting meaningful data that reflects the company’s most significant sustainability impacts.

A recent initiative involved calculating Carter Jonas’ scope 3 emissions—those associated with the goods and services it purchases. This complex undertaking was a significant step toward understanding the company’s broader environmental footprint. “We’ve now calculated the footprint associated with the goods and services that we’re buying… but that’s only day one,” Tom explained.

“You’ve got the information—now, how do you make sense of it and operationalise it to create positive change?”

Tom is also pragmatic about the challenges of influencing change within a large organisation. He recognises that resistance to change is natural and emphasises the importance of building relationships and communicating effectively. “People don’t like change; they don’t like to have to adapt necessarily,” he acknowledged. His approach is to present sustainability as a benefit, not just for the company but also for individual employees. By showing how sustainability initiatives align with both client demands and broader industry trends, he hopes to engage colleagues in the long-term vision.

Building a Sustainable Future in Real Estate

Tom’s role as Head of Sustainability at Carter Jonas highlights the unique challenges and opportunities that arise when working to embed sustainability within the real estate sector. The property industry has a profound impact on the environment, and clients are increasingly concerned about energy efficiency, emissions, and sustainable development. Tom is optimistic about the sector’s potential to make a positive impact, citing increased regulatory pressures and client demand as drivers of change. “Our clients are proactively coming and speaking to colleagues about [sustainability],” he noted, adding that Carter Jonas’ work often involves helping clients navigate these new demands.

An example of Tom’s innovative approach to sustainability is the firm’s commitment to aligning certain financial mechanisms with environmental targets. At JLL, he pioneered an initiative that linked elements of the company’s net-zero goals to borrowing rates. This approach directly connected sustainability performance with financial incentives, providing a tangible example of how sustainability can create value. Reflecting on this experience, he said,

“It has a direct financial bearing on the operation of the business, putting the right incentives in place to drive change.”

At Carter Jonas, Tom is working to replicate similar approaches that tie sustainability directly into the company’s operational framework. He believes that, over time, such initiatives can help transform not only Carter Jonas but also the industry as a whole. “We’re changing paradigms,” he remarked, underscoring his belief in the power of incremental change.

A Vision for the Future

Looking to the future, Tom hopes that his work will contribute to a broader shift in how businesses approach sustainability. He envisions a time when sustainability is fully integrated into the fabric of corporate strategy, where it is seen not as an obligation but as a fundamental value. His approach, rooted in long-term thinking and collaboration, offers a roadmap for other organisations seeking to follow a similar path.

When asked about the legacy he hopes to leave, Tom’s response is characteristically humble. “I’m not trying to suggest I’m changing the world,” he said, “but I like to think that all of these things… are contributing to creating this change.” His words capture the essence of his work: small, meaningful steps toward a sustainable future that, when taken together, form a powerful collective movement.

Conclusion

Tom Roundell Greene’s work at Carter Jonas offers a compelling example of how sustainability can be woven into the core of business strategy. From data collection and compliance to strategic partnerships and long-term goal-setting, his approach demonstrates the potential for sustainability to create value not only for the company but also for its clients and stakeholders. As he puts it, “Making progress with sustainability is not about having all the answers but about aligning decisions with our core purpose and allowing space for experimentation.”

In an industry often characterised by short-termism and compliance-driven approaches, Tom’s vision stands out. By embracing sustainability as a core value, Carter Jonas is setting a new standard in the property sector—a model of how companies can build a sustainable future by doing things better, together.

In today’s increasingly eco-conscious market, the demand for transparency in supply chains has escalated beyond a mere regulatory requirement. It has become a pivotal element in building trust with consumers, employees, and stakeholders. Joanna explains,

“Supply chain transparency is about building trust.”

This insight underlines the broader implications of transparency, not just in achieving compliance but in laying the foundation for brand credibility and loyalty.

Transparency is more than a buzzword; it represents a commitment to ethical practices and a sustainable future. It involves an open dialogue about the origins, manufacturing processes, and environmental impacts of products, offering consumers the information they need to make informed choices. For businesses, this transparency is not just about avoiding negative scrutiny but about actively contributing to a more sustainable and responsible industry.

The Power of Data

The role of digital platforms like Trace in simplifying the complexities of carbon footprint management is transformative. Joanna emphasises the platform’s utility with

“Trace makes it easier to measure emissions and understand them,”

pointing towards a technologically-driven future in environmental strategy. This forward-looking perspective suggests a significant shift towards informed, data-driven approaches in sustainability efforts, where digital analytics and tools play a central role in both formulating and communicating environmental strategies.

The integration of technology in sustainability efforts represents a critical evolution in how businesses approach environmental responsibility. It signifies a move from broad, often vague, commitments to specific, measurable actions that can be tracked, improved upon, and communicated transparently. This digital transformation not only enables businesses to better manage their environmental impact but also empowers consumers and stakeholders with the knowledge to hold them accountable.

Overcoming Challenges with Transparency

Achieving comprehensive supply chain transparency is fraught with hurdles, from logistical complexities to the need for industry-wide standards. Joanna’s own experiences highlight these challenges, “Ensuring sustainability…was daunting,” she shares, shedding light on the practical difficulties businesses face in this endeavor. This honest reflection underscores the need for accessible, user-friendly tools and resources that can assist businesses in navigating the path towards sustainability.

The journey towards full transparency is both a technical and cultural challenge. It requires not just the right tools but also a shift in mindset among businesses, suppliers, and consumers towards valuing and prioritising sustainability. Overcoming these challenges demands collaboration across industries and sectors, a commitment to continuous improvement, and a willingness to innovate.

Engaging Employees in the Sustainability Journey

Joanna’s insights on employee engagement in sustainability initiatives reveal a critical aspect of successful environmental strategies.

“Sustainability can’t just be dictated; it’s a collective effort,”

Joanna notes, advocating for a model of sustainability that is inclusive and participatory. This approach not only fosters a culture of sustainability within organisations but also leverages the collective creativity and commitment of the workforce towards making tangible impacts.

Employee engagement in sustainability goes beyond mere participation in initiatives. It involves educating and empowering employees to contribute their ideas, challenge existing practices, and advocate for sustainable solutions. This level of involvement can transform sustainability from a corporate objective into a shared mission, driving more significant and meaningful change.

A Sustainable Future

The article concludes on a note of optimism, inspired by Joanna’s vision for the future of business sustainability. It envisions a world where supply chain transparency is not an exception but a norm, where platforms like Trace are indispensable in guiding businesses towards sustainability, and where companies view environmental responsibility as an integral part of their operations and ethical framework.

This future is not just a hopeful aspiration but a realistic objective, achievable through the collective efforts of businesses, consumers, and policymakers. It requires a commitment to transparency, innovation, and collaboration, with a focus on long-term sustainability over short-term gains.

Joanna’s conversation offers a blend of inspiration, actionable insights, and forward-looking optimism for businesses striving to align with the evolving standards of sustainability. Her narrative serves as a compelling guide, emphasising that transparency, employee engagement, and strategic use of technology are key to navigating the path towards a transparent and sustainable future.

In the world of product manufacturing, especially within the built environment sector, the standards for sustainability credentials are ever-evolving. Simon Corbey, Director at The Alliance for Sustainable Building Products, shares his insights into the challenges and strategies for navigating these changing standards. This article draws from Simon’s expertise to explore the significance of evidence and verification in manufacturing and provides actionable advice for manufacturers seeking to align with the shifting goalposts of sustainability.

The importance of Truthful Marketing

One of Simon’s key insights was the importance of transparency in marketing. He highlights the potential pitfalls of overstating a product’s environmental credentials, cautioning,

“There is a real danger of overstating…because you want your product to be the best in class.”

Simon underscores the necessity of balancing enthusiasm for one’s products with the responsibility to provide truthful and verifiable information. This perspective serves as valuable guidance for manufacturers, stressing the importance of backing sustainability claims with solid evidence to ensure that marketing messages are not only engaging but also genuinely credible.

The Role of Environmental Product Declarations (EPDs)

Simon champions Environmental Product Declarations (EPDs) as a cornerstone for validating sustainability claims. EPDs provide a comprehensive overview of a product’s environmental impact, from its carbon footprint to its lifecycle assessment.

“They are complex documents…and cover a whole range of different environmental indicators,”

Simon explains, highlighting their role in offering transparent and credible evidence for sustainability claims. For manufacturers, investing in EPDs is depicted not just as a regulatory compliance measure but as a strategic advantage in a market increasingly driven by eco-conscious consumers and stakeholders.

Learning from Tragedy: The Grenfell Tower Inquiry

Reflecting on the Grenfell Tower tragedy, Simon underscores the dire consequences of inadequate product testing and verification. The disaster serves as a stark reminder of the paramount importance of rigorous testing and the ethical obligation of manufacturers to ensure product safety. Simon discusses the broader impact of Grenfell on industry standards and the urgent need for transparency and third-party verification to rebuild public trust.

“You can’t argue with evidence,”

Simon asserts, urging manufacturers to adopt more stringent testing protocols and share test data transparently to mitigate risks and prevent future tragedies.

Actionable Insights for Manufacturers

Drawing from the podcast conversation, several actionable insights emerge for manufacturers aiming to navigate the shifting standards of sustainability credentials:

1. Invest in Verifiable Evidence: Beyond mere compliance, obtaining EPDs and third-party certifications is a strategic investment. It substantiates your sustainability claims with verifiable evidence, distinguishing your products in a competitive market.
2. Embrace Transparency: Adopt an open-book approach to your product testing and sustainability data. Sharing information not only fosters trust among consumers and stakeholders but also contributes to the collective industry effort to raise standards and accountability.
3. Collaborate for Progress: Engage in industry-wide initiatives and collaborations focused on sustainability. Collective efforts, such as sharing large-scale fire test data, can lead to significant advancements in safety standards and eco-friendly manufacturing practices.
4. Stay Ahead of Regulatory Changes: Keep abreast of emerging sustainability standards and regulatory requirements, both domestically and internationally. Proactive compliance positions your brand as a leader in sustainability and can open up new market opportunities.
5. Educate Your Team: Ensure that your marketing and product development teams are well-versed in interpreting and communicating the data from EPDs and other sustainability certifications. As Simon suggests, “You are gonna be a really useful communicator” if you understand the nuances of these documents.

Looking Ahead

The built environment sector stands at a critical juncture, with sustainability considerations becoming increasingly central to product manufacturing and marketing. Simon’s insights from the podcast provide a roadmap for manufacturers to navigate these challenges effectively. By prioritising truthful marketing, investing in credible evidence, and embracing collaborative efforts, manufacturers can not only meet the evolving standards of sustainability credentials but also lead the charge towards a more sustainable and resilient built environment.

Navigating the shifting goalposts of evidence and verification requires a multifaceted approach, underpinned by a commitment to transparency, collaboration, and continuous improvement. As the industry moves forward, these principles will be instrumental in shaping a sustainable future for product manufacturing in the built environment sector.

Accessibility of Sustainability for SMEs

In today’s environment, the imperative for businesses to adopt sustainable practices is clear. However, for small and medium-sized enterprises (SMEs), the journey towards sustainability is fraught with challenges, particularly in verifying sustainable practices affordably and effectively. Callum Miller, co-founder of Ethy, shares insights on addressing these challenges, making a compelling case for Ethy’s innovative approach.

Simplifying Sustainability

Ethy emerges as a critical tool for SMEs, providing a streamlined approach to sustainability verification.

“We’re on a mission to simplify sustainability, really in two areas. Firstly, helping [SMEs] with their marketing…ensuring credibility when they talk about their sustainability efforts. And secondly, really helping them with taking action,”

Callum explains. This dual focus underscores Ethy’s comprehensive approach to making sustainability more accessible and actionable for SMEs.

The Importance of Inclusivity and Transparency

Central to Ethy’s ethos is inclusivity, acknowledging the diverse challenges SMEs face and offering tailored solutions that recognise each business’s unique circumstances.

“Most SMEs don’t have a sustainability team or manager in house… We want to provide that level of support, just to make sustainability a bit more accessible for them,”

Callum emphasises. This inclusivity is vital in a landscape where sustainability verification can seem out of reach for smaller entities.

Leveling the Playing Field

By democratising access to sustainability verification, Ethy not only supports SMEs but also contributes to a more equitable and transparent market. This endeavor is crucial for fostering a business environment where sustainability is a shared goal, not a privilege limited to large corporations with substantial resources.

Empowering Through Marketing Strategies

Ethy’s platform facilitates not just the verification process but also aids SMEs in effectively communicating their sustainability efforts to the public. This comprehensive support is crucial for building consumer trust and loyalty in an eco-conscious market.

The Balance Between Ethical Imperatives and Practical Accessibility

Callum’s insights highlight the balance between ethical imperatives and practical accessibility, illustrating Ethy’s commitment to providing solutions that are both ethically sound and feasible for businesses of all sizes.

“Sustainability is not binary…it’s something that we can, as long as we’re open and honest, begin to communicate,”

he shares, advocating for a transparent and step-by-step approach to sustainability.

Ethy’s Broader Impact

Ethy’s mission goes beyond offering tools and services; it’s about cultivating a culture of inclusivity, transparency, and accountability. Through its innovative platform, Ethy is taking significant strides towards a sustainable and equitable business landscape, showcasing the collective effort required to tackle environmental challenges.

Balancing Accessibility with Rigour

Callum discusses the balance between making sustainability verification accessible and ensuring its rigour. He notes that certifications vary greatly: some are simple, while others are thorough but expensive. Callum suggests the need for compromise, especially for smaller businesses with limited budgets.

“Compromise sometimes has to take place,”

he says, emphasising a realistic approach where companies start with what’s achievable and plan to meet higher standards as they grow.