In a rapidly evolving world, embedding sustainability into business practices has become more than a goal—it’s an imperative. In a recent episode of The Responsible Edge, Sarah Schaefer, Vice President of Sustainability at Electrolux, shared her journey and vision for creating a sustainable future. Rooted in her formative experiences growing up in West Berlin during the fall of the Berlin Wall, Sarah’s career has been shaped by a belief in the power of change and the importance of driving meaningful impact.

The Berlin Wall and the Belief in Change

Reflecting on her upbringing, Sarah recalled the profound impact of witnessing the Berlin Wall’s fall at the age of 18. “Nobody expected it to happen,” she shared. “But almost overnight, the world I knew completely changed. It was extraordinary, peaceful, and driven by people’s belief in a better future.” This experience instilled in her an intrinsic belief in the possibility of change, a theme that has permeated her career in government, journalism, and corporate sustainability.

“I always think, if the Berlin Wall can come down, anything can happen,”

Sarah said, emphasising how this belief has carried her through the challenges of driving organisational change.

From Politics to Corporate Sustainability

Sarah began her career in political journalism before transitioning into advisory roles in the UK government, including serving as a special adviser to David Miliband. This period offered her a front-row seat to the complexities of public policy and governance. “Working in government is an extraordinary privilege,” she reflected. “But it’s also relentless, with immense pressure and scrutiny.”

Seeking a new avenue for impact, Sarah moved into the corporate world, taking senior sustainability roles at organisations such as Mars and Unilever before joining Electrolux. While the transition from politics to business presented challenges, she found surprising parallels. “Whether you’re in government or business, large organisations face similar dynamics. Driving change requires a clear mission, effective communication, and the ability to influence without authority.”

Aligning Sustainability with Consumer Behaviour

At Electrolux, Sarah’s focus has been on integrating sustainability into the fabric of the consumer journey. One of her key insights is the importance of understanding consumer behaviour. “People don’t overanalyse their choices when it comes to appliances,” she explained.

“Most of the time, they’re operating on autopilot, using the appliance the way their parents did.”

Electrolux has conducted extensive research, surveying 14,000 consumers across Europe to understand these patterns. The findings underscored the need for thoughtful design and behavioural nudges. “For example, washing clothes at 30 degrees instead of 40 can reduce CO2 emissions and water usage by 30%,” Sarah said. “But many consumers simply default to what they’ve always done. The challenge is creating a conversation and providing tools that nudge them towards sustainable habits.”

Designing for Sustainability

To address this, Electrolux has prioritised human-centric design. Sarah shared examples such as appliances that use green icons to indicate energy-efficient settings or sliders that visually demonstrate the sustainability impact of different washing cycles. “These small design choices can make a big difference,” she said.

Sarah also emphasised the importance of collaboration in driving behavioural change. “We’ve partnered with chefs and fashion brands to elevate conversations around sustainability,” she said. “When it comes to issues like food waste or sustainable washing habits, these partnerships allow us to reach consumers in new and meaningful ways.”

The Role of Business in a Sustainable Future

Sarah believes businesses have a critical role to play in addressing global challenges, but this requires a shift in priorities. “Short-termism is one of the biggest barriers to sustainability,” she argued. “Without pricing in carbon and social externalities, it’s difficult for boards and shareholders to fully support long-term sustainable strategies.”

She highlighted the progress companies like Electrolux have made in embedding sustainability into their operations.

“Fifteen years ago, sustainability teams were often siloed, separate from the core business. Today, it’s about integration—making sustainability a key part of business processes and growth strategies.”

However, Sarah acknowledged the risks of limiting ambition in the pursuit of more achievable goals. “We need to strike a balance,” she said. “Setting realistic targets is important, but we must also push ourselves to drive meaningful change.”

Meeting Consumers Where They Are

One of Sarah’s guiding principles is meeting consumers where they are. “Not everyone is motivated by environmental concerns,” she noted. “But they care about saving money or improving convenience. Framing sustainability in those terms can be far more effective.”

She cited an example of a third-party tool used by Electrolux, which calculates the lifetime financial savings of energy-efficient appliances at the point of purchase. “It’s compelling because it speaks to what consumers care about most—their wallets. And in doing so, it also drives sustainable choices.”

A Call to Collaboration

As the conversation concluded, Sarah emphasised the need for collective action. “No single company or organisation can solve these challenges alone,” she said. “We need collaboration across sectors to create systemic change.”

Her vision for the future is one where sustainability becomes second nature—embedded in every product, process, and decision.

“It’s about making the right choice the easiest choice,”

she said. “When we achieve that, we’ll unlock the full potential of sustainable living.”

Closing Thoughts

Sarah Schaefer’s journey from the Berlin Wall to the boardroom exemplifies the transformative power of purpose-driven leadership. Her insights remind us that sustainability is not just a challenge but an opportunity to innovate, connect, and lead. With thoughtful design, collaboration, and a focus on consumer behaviour, businesses can drive meaningful change and shape a better future for all.