Podcast Summary: The Next Innovation

Episode: Is the Future of Storytelling Extended Reality?
Date: August 21, 2025
Host: Samantha Murphy Kelly

Overview

This episode of The Next Innovation pivots from its advertised focus on extended reality to an in-depth exploration of corporate sustainability. Host Samantha Murphy Kelly is joined by leading sustainability consultants and tech entrepreneurs to discuss how businesses are evolving to meet the challenges of climate change, the regulatory and talent landscape driving these changes, and the role of digital tools and consumer engagement in building a greener future.

Key Discussion Points & Insights

1. Defining Corporate Sustainability

• [00:01–01:19]
  Host Samantha Murphy Kelly frames sustainability as a new "competitive advantage" and business necessity, not just a lifestyle choice.
• Josh Prigge (Cestridge): Sustainability means running a business in ways that minimize environmental impact, improve social outcomes, and ensure transparency and sound governance.

  “Companies … move forward in a way that minimizes impacts on the environment, impacts on people, has strong governance and transparency in place.” (Josh Prigge, 01:06)

2. The Consulting Approach & Evolving Regulations

• [01:19–02:08]
  Consultants guide companies through assessing practices, measuring impacts, and strategizing improvements.
• Corporate sustainability is newer than other consulting areas and is rapidly evolving, especially with new legislation in Europe and California.

3. Motivations: Talent, Profitability & Regulations

• [02:08–03:40]
  Regulations (like mandatory sustainability reporting) are now forcing companies to act.
• Sustainability is a talent magnet:

  “70% … will only work for companies that have a significant sustainability profile and practice … they can truly believe in and like verify.” (Joan Michaelson, 02:48)

  • Especially true for Generation Z and Millennials.
• Companies serious about sustainability see improved retention, employee engagement, and competitiveness.

4. Decarbonization in Practice: Consulting Models & Technology

• [03:40–06:44]
  Paul Murphy (Climaction): Businesses must act fast to meet 2030 goals.
  • Climaction’s FAST process:
    • Footprint, Audit, Strategy, Targets.
    • Enables clients to clarify needs, costs, funding, and action routes within 8 weeks.

    “Within eight weeks they have a very clear picture of what they need to do, how much it's going to cost and any grants or funding that is available…” (Paul Murphy, 05:10)

  • Moves from traditional consulting to "climate action as a service", integrating with client teams.

5. Supply Chain—The Scope 3 Challenge

• [06:44–07:40]
  Decarbonizing the supply chain is especially complex, with scope 3 emissions (those from suppliers, business travel, etc.) being the most overlooked and challenging.
  • Example: Coordinating 18,000 dairy farmers in Ireland for supply chain decarbonization.
  • Big brands now require suppliers to set science-based targets to meet their own net-zero goals.

6. Comparing US & European Sustainability Efforts

• [07:40–10:13]
  Europe leads in regulation and mindset; bold policies like the CSRD (Corporate Sustainability Reporting Directive) enforce transparency and long-term thinking.

  “Europe by nature has a longer term view … The United States tends to be very, you know, boom, boom, boom, instant gratification.” (Joan Michaelson, 09:55)

  • US progress is often corporate-led rather than policy-driven; the political split remains significant.

7. Tech-Enabled Solutions in Agriculture and Retail

• [10:13–14:45]
  Agriculture and food companies face extra challenges tracking sustainability across thousands of suppliers.
  • Climaction’s AI Video Platform (vsag): Lets farmers upload photos/video for remote sustainability assessment, receiving feedback from an AI “consultant.”

    “They'll have the feeling that they're speaking to a consultant when really they're actually speaking to a pre programmed AI.” (Paul Murphy, 11:47)

  • Carbon Track (Yasmin Abdou): Empowers consumers and supermarkets to make greener choices via loyalty card data and easy “one-click swaps” for lower-emission products.

    “We believe when people come together to take even the smallest of actions, they can contribute to a massive difference.” (Yasmin Abdou, 13:03)

    • Converts sustainable choices into relatable impact stories:

      “Your choices have saved two penguins or three turtles ... because of the packaging. It hits you different when you realize the choices you make are actually making a difference.” (Yasmin Abdou, 14:24)

8. Sustainability as Innovation & Authentic Leadership

• [14:45–16:26]
  Sustainability leaders tend to also lead in broader innovation.

  “Companies who are more likely to be leaders in sustainability are also more likely to be leaders in innovation…” (Josh Prigge, 14:52)

  • Authenticity in leadership is critical—employees want real, values-driven leaders, not just talk.
  • Constraints (like limited energy/water/money) drive creativity.

    “One of the drivers of innovation is constraint … those things can actually drive creative people to come up with another solution.” (Joan Michaelson, 16:00)

Notable Quotes & Memorable Moments

• “It's business, it's climate, it's software. And yes, it's surprisingly cool.”
  (Samantha Murphy Kelly, 00:42)

• “There isn't that many people in the world that can walk into a factory in two days, figure it out and understand it end to end and. But we can do that.”
  (Paul Murphy, 16:32)

Key Timestamps

• 00:01–01:19 — Framing the sustainability imperative
• 02:48 — Talent migration driven by company sustainability profiles (Joan Michaelson)
• 05:10 — Overview of Climaction’s FAST consulting model
• 07:40 — Corporates pressuring suppliers for science-based targets
• 09:32–09:55 — CSRD and European regulatory mindset
• 13:03 — Carbon Track's consumer engagement mission (Yasmin Abdou)
• 14:24 — Impact storytelling for consumer choices
• 16:00 — Innovation through constraints (Joan Michaelson)

Conclusion

This episode offers a clear, nuanced look at how sustainability is reshaping business on every level—from hiring and supply chains to consumer products and the regulatory environment. Digital tools, authentic leadership, and cross-continental perspectives combine to chart a path forward. The message: those who innovate and act on sustainability today are best positioned to thrive—and lead—tomorrow.

End of summary.