Seeing Sustainability as an Opportunity, not a Threat: Sam Hamilton-Turner (Soundquake)

Welcome back to Sustainability Solved, this time with a twist! Hosts Will Richardson and Charlie Luxton chat with Sam Hamilton-Turner, co-founder of Soundquake, a purpose-driven podcast production company (now making this very podcast!) . Sam shares the story of Soundquake's transformation from a conventional, transactional business into a company with a clear focus on sustainability and purpose. He discusses the challenges, solutions, and lessons learned along the way.

Problem

Soundquake initially operated as a generalist audio production company, taking on various projects without a focus or direction. This approach resulted in a lack of purpose, excessive travel, economic instability, and an unsustainable business model that conflicted with the founders' personal values, especially as they became more environmentally conscious.

Solutions

• Client Selection: The company began working exclusively with clients aligned with sustainability values, turning down projects that didn’t fit this criteria.
• Remote Work: They closed their Cardiff office and moved to remote working, reducing the need for travel and office-related emissions.
• Sustainable Procurement: Opted for high-quality, second-hand equipment to minimise electronic waste.
• Niche Focus: Specialised in purpose-driven podcasts, allowing them to become a go-to provider for other purpose-driven people.

Results

• Greater Alignment: The business is now fully aligned with the founders’ values, leading to deeper fulfilment and motivation.
• New Market Opportunities: Focusing on sustainability has attracted more suitable clients and opened up new business prospects.
• Environmental Impact Reduction: Remote work significantly lowered travel emissions, and using second-hand equipment helped decrease electronic waste.

Takeaways

• Align Business with Values: Choose clients and projects that reflect your organisation’s mission for a more meaningful impact.
• Niche Specialisation Drives Success: Focusing on a specific area can unlock unique opportunities and differentiate your brand.
• Saying No Can Lead to Better Opportunities: Declining projects that don’t align with your mission can open doors to more suitable and impactful work.
• Adopt Flexible, Sustainable Practices: Remote work and sustainable purchasing can improve both environmental impact and business efficiency.

Mentions & Resources:

• Hook Norton Community Land Trust
• The Ministry for the Future
• Clean Creatives
• SDG Action Manager

Green Element Group is an environmental management consultancy offering a range of bespoke sustainability services, products, and resources to accelerate the just transition to a stable climate. The Group consists of Green Element Limited, Compare Your Footprint