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.ProblemSoundquake 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.SolutionsClient 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.ResultsGreater 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.TakeawaysAlign 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 TrustThe Ministry for the FutureClean CreativesSDG Action ManagerGreen 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