Navigating 25 Years in Sustainability Consulting: the lessons, the challenges and the joys

Running a small sustainability consultancy for 25 years has been as rewarding as it has challenging. While much has changed, I sometimes feel like I’m having the same conversations with businesses, governments, community groups and academics that I had in 1999! Yet, the progress I’ve seen keeps me optimistic.

The last 3-5 years have marked a notable shift, no doubt fostered by an expanding legislative framework and mandatory reporting requirements. Businesses and boards are increasingly willing and committed to integrating broad sustainability principles into corporate systems and practices.

As I reflect on 25 years in business, I wanted to capture some key lessons learned, a few of the challenges I have encountered along the way and importantly, the joyful moments that have kept me going.

Two years into starting my business with my future research analyst Teya by my side.

(Little did she know that mini me wasn't just about our outfits!)

Here’s (just a few) lessons I have learned:

1. Adaptability is key: Being able to pivot quickly and adapt to changes - in regulations, market demands, technological advancements and pandemics(!) -  has been critical to our success as a small (or should I say micro) business. What we learned in the early days of working in the sustainability space continues to be directly transferrable to the issues and challenges we are helping our clients overcome today. Innovation, adaptability and flexibility combined with a outcomes-focused approach are key to small business success.

2. Building trust takes time: Developing strong, trusting relationships with clients and stakeholders is a gradual process that pays off in the long run (and we’ve been here for the long run!). Consistency, honesty and transparency are critical, and we love getting to know our clients beyond contractual relationships- sharing a laugh and regaling them with stories of our adventures. It’s probably why we’ve never needed to advertise beyond having a great website—word of mouth and client introductions based on trust have always worked for us.

3. Continuous learning: Staying ahead of the curve requires ongoing education and inspiration. Investing time in learning about new trends, technologies, and methodologies has been invaluable (and links closely to Lesson 1). Whether we’re attending conferences, speaking on panels, or taking on new certificates, degrees or master’s programs, learning continues to inspire us to innovate, educate and find practical solutions to sustainability challenges.

4. Collaboration enhances impact: Isolation poses a very real risk for a micro business based in rural/regional NSW. Working closely with other organisations, consultancy partners, academics, government departments and communities has amplified the impact of our projects and approaches to risk management and problem solving. Collaboration is way more powerful than competition.

5. Purpose drives success: While I have listed this as lesson number 5, it is probably the one thing that has kept me in business for 25 years! Staying true to the core mission of promoting sustainability and human rights has been the guiding force behind all our decisions (personally and professionally) and our successes.

With school children in Vientiane, Laos

This photo was taken after conducting a SHEC (safety, health, environment and community) audit of an Australian owned gold and copper mine. One of the many trips to Laos I did in the early 2000s to audit gold and copper mines against environmental and social performance standards.

1. Here's what’s challenged me:

2. Contracts: As a micro business working with large companies and institutions, navigating contracts around copyright and baseline intellectual property (IP) can be daunting. We often face challenges in ensuring that our creative contributions are adequately protected, and that we retain ownership or fair licensing terms for our work. It's crucial for us to clearly define the scope of existing IP rights in contracts to prevent any potential misuse or loss of our original ideas. Balancing the power dynamics while safeguarding our rights requires careful negotiation and, at times, seeking expert legal advice to ensure that our IP is respected and valued in these partnerships.

3. Evolving regulations: Keeping up with ever-changing regulations, standards, and sustainability certifications (and there are a lot of them!) is crucial to effectively supporting our clients. And it is not without its challenges.  The landscape is continually shifting, with new laws and guidelines emerging that require businesses to enhance their transparency, ensure ethical supply chains, and adopt more sustainable practices. While our small size allows us to be agile, and adapt quickly to changing requirements, we don’t have a team of lawyers or compliance experts on hand to keep abreast of all the changes and their implications (thus the importance of Lessons 3 and 4 above).

4. Client awareness: In the early days of our business, educating clients on the importance of sustainability and human rights was a significant hurdle (in some instances our clients had yet to define what sustainability meant to them). Many saw it as an optional add-on rather than a business necessity. Critically very few had undertaken sustainability (or ESG) materiality assessments, or linked sustainability risks to enterprise risk frameworks or board risk appetite statements. While the challenge remains, the increasing regulatory landscape is certainly facilitating client awareness and education processes.

5. Market competition: The growth of the sustainability / ESG sector has brought increased competition. We often joke that if you shake a tree a sustainability expert will fall out! Differentiating our services while maintaining integrity and impact (as well as viability) is an ongoing challenge for small businesses.

6. Technological advancements: The rapid pace of technological change, particularly AI, presents both opportunities and challenges. Competing with online AI-driven risk assessment platforms presents a real challenge for smaller businesses not able to invest heavily in technology.  While integrating new tools and platforms is crucial for staying relevant, we continue to value human intelligence over artificial intelligence in the deep dive (supplier) assessments we undertake. AI can be biased, often reflecting the prejudices inherent in the data it’s trained on, which can pose significant risks when addressing issues of equity and justice. This makes it all the more important to approach these challenges with a nuanced, human-centred perspective that prioritises empathy and understanding.

With long time colleague and friend Frouke de Reuver

This photo was taken at a NSW Government Sustainability Advantage event about 10 years ago.

After working in the same circles for 15 years, I finally convinced Richard to join the SD Strategies team (and he finally convinced me to marry him).

Richard joining the team brought a whole new sense of fun to my work life.

My business is now truly family run, with a team including my husband, my daughter (and my dog).

What brings me joy:

1. Positive impact: The most rewarding aspect of 25 years in business has been the tangible positive impact we have had on communities, ecosystems, and businesses. Witnessing the fruits of our labour is deeply satisfying.

2. Diverse experiences: Over the years, we’ve worked on a wide range of projects from local conservation efforts to global human rights initiatives. This diversity in projects and industry sectors has enriched our expertise and our perspective.

3. Flexibility and autonomy: Running a small consultancy has provided the freedom to choose projects aligned with our values and the flexibility to innovate in our approach. It has also enabled the SD Strategies team to travel extensively and explore digital nomad lifestyles, from Peru to Canada, from Indonesia to the UK. And on to our next stop….(stay tuned to follow our year long journey working remotely as Richard and I ride our motorbikes from South Africa to London).

4. Building a legacy: Contributing to the growth of sustainability and human rights as critical areas of focus for corporates and governments has been a significant achievement. Our work has helped shape better practices in a diversity of businesses and industry sectors, and among our families and peers.

5. Personal and professional Growth: The challenges and successes have fostered both personal and professional growth. To use an over-used cliché…the journey has been as rewarding as the destination.

Reflecting on the past 25 years, it’s clear that while the challenges have at times been significant, the rewards have been greater. I really feel that the future of sustainability consulting is bright, and I look forward to what the next 25 years will bring (although I will be handing the baton to the next generation of sustainability experts for a good part of that!).

A massive shout out to everyone who has worked with us over the years and to our many colleagues, clients and business partners. Thank you!

Finally, for anyone who has worked in this space for 25+ years (and is maybe feeling like change has been slow to come), take a moment (again) to reflect on the wise words of Margaret Mead: “Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it’s the only thing that ever has.”

Sonja Duncan

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