At the start of the month, Suzie and I joined Leafr at The Wave in Bristol for their first Sustainability: The Next Wave event – a blend of industry focused discussions, fresh air, and a few wobbly surf attempts.
It wasn’t a typical work event. Instead of fluorescent lights and lanyards, we had fresh air, waves, “net-walking”, and connecting with like-minded people. Here are my key takeaways:
1. Sustainability professionals: the Swiss Army knives of business
One big topic was the pressure on sustainability professionals. In many companies, one person is expected to do it all, from strategy and compliance to employee engagement and storytelling, often within a business of hundreds. That’s where fractional leadership and specialist consultants come in. By bringing in external expertise on a project or sprint basis, organisations can ease the load, bring new energy, and build momentum without expecting one individual to be a one-person department. Collaboration and flexibility are key to long-term progress.
2. Sustainability has a comms problem
One of the main topics of conversation, which is relevant to the work we do at Oxygen, was: sustainability still struggles to connect emotionally. It’s too often bogged down in carbon data and acronyms that leave people cold. To drive real change, we need to make it human. The example given was clean air. Everyone cares about clean air – it’s tangible, immediate, and shared. The challenge is how we apply that approach to other climate issues: framing them in ways that make people feel the impact and see how it touches their daily lives.
3. AI: threat, tool, or both?
As is often the case at events in 2025, AI came up and its growing role in sustainability can’t be ignored. On one hand, it’s a powerful ally to help with analysing data, modelling emissions and streamlining reporting. On the other, it’s reshaping the skills landscape. As AI takes over more junior and operational tasks, future sustainability professionals will need to focus on strategy, human insight, and ethical decision-making (the things machines can’t replicate). We all need to think about using AI wisely to amplify human creativity and judgment in the sustainability space.
4. The power of connection (and a few waves)
The day wrapped up with a group surf, which was a perfect (if slightly chilly) metaphor for everything we’d discussed. There’s nothing like watching a group of professionals struggle into wetsuits and tumble into the waves together to break the ice. It reminded us that progress happens when we’re willing to step outside our comfort zones, to get things wrong, and to keep trying anyway. Sustainability work can be intense and isolating – but when we come together, outdoors, in motion, ideas flow differently.
Ruth Davis
As the Strategic Engagement & Impact Lead and Co-Founder at Oxygen, I specialise in building strong partnerships, leading high-impact projects, and guiding organisations on how to embed sustainability into their communications and strategy. With a Master’s degree in Sustainable Development and a background in strategic and digital communications, I’ve worked with a wide range of organisations – from climate-focused startups and B Corps to membership bodies and community development charities. My experience spans brand development, messaging and strategy, and website projects, all with a clear focus on purpose and impact. At the core of my approach is collaboration. I’m passionate about aligning big ideas with practical action, helping teams turn values into value and purpose into progress.
