INTRODUCTION

• Anna Lungley is Head of Sustainability Consulting at Fujitsu, where she advises leaders on embedding net positive thinking into their business.

• She is also a Senior Associate at the Cambridge Institute for Sustainability Leadership, helping organisations tackle some of the most complex challenges in the global economy.

• Anna was previously at Japanese media agency Dentsu, as Chief Sustainability Officer and Executive Board Member

• She previously spent 15 years working at BT, including in the roles of Group Director of Sustainable Business and Director of Communications (Technology Division)

• Her work has been recognised with several awards, including Sustainable Business Leader of the Year (2023); Ad Net Zero Global Best Practice Award (2023); Campaign’s Top 10 Sustainability Leader (2022); World Economic Forum “New Vision for Development” Award (BT Connecting Africa)

• Anna is a frequent contributor – as speaker and mentor – to industry events such as London Climate Action Week, New York Climate Week, and UN Global Compact forums.

• She originally graduated in Law with languages, then studied postgraduate journalism.

LEADERSHIP TAKEAWAYS from Anna Lungley…

1. Early experiences shape sustainability values.

“My grandmother had a huge influence on me… she used to talk to me very openly about her experience of social inclusion.”

Anna’s exposure to social and environmental issues from her grandmother’s work as a teacher in Africa and India ignited her lifelong passion for sustainability.

2. Global awareness fosters environmental empathy.

“I grew up in countries like the Caribbean and Spain, which were water constrained… we didn’t take water for granted.”

Living in regions facing resource scarcity gave Anna a deeper understanding of environmental interdependence.

3. Purpose begins with understanding your societal value.

“You need to understand what is the true value that you create for society… that ultimately is your purpose.”

Anna believes that authentic corporate purpose is rooted in the value an organisation delivers to people and planet.

4. Communication is a catalyst for change.

“When you work in advertising, you don’t just shape culture, you create it.”

In Anna’s experience, storytelling and communication can shift public behaviour toward more sustainable choices.

5. But… facts and storytelling must work together.

“We must balance [stories] with facts, evidence and data. That’s indisputable.”

Credible sustainability communication requires both emotional resonance and scientific rigour.

6. Sustainability is a business innovation opportunity.

“Sustainability is about innovation… exploring new business models and new opportunities.”

Rather than being a compliance burden, sustainability can drive creativity and competitive advantage.

7. ‘Doing less harm’ is no longer enough.

“We have the opportunity to build more regenerative business models… that’s business resilience.”

Anna says business needs a net positive mindset, actively restoring resources rather than merely reducing impact.

8. Progress, not perfection, sustains motivation.

“Celebrate progress, not perfection.”

A successful leadership philosophy encourages recognising small wins to maintain optimism in tackling long-term global issues.

9. Future leaders must think short and long-term.

“We need business leaders who are pragmatic about the current reality but still keep their eye on the long-term imperative.”

Anna says that modern business requires ambidextrous leadership – balancing immediate business needs with enduring sustainability goals.

RELATED LINKS

Find out more about Anna Lungley…

• On Anna’s LinkedIn pages

• Through this ‘Business Case for Net Positive’ document she wrote at Fujitsu

• In this interview with the creativebrief marketing platform

If you enjoyed this episode of the NBS Business Leaders’ Podcast with Anna Lungley, listen to previous episodes with…

The former head of the RAF Sir Andrew Pulford CBE KBE

The former CEO of the Financial Ombudsman Service Caroline Wayman

The co-founder of the Amazing If… company Sarah Ellis