Sam Cande, CEO of Responsible Futures shares her insights in an exclusive interview with Reblue Ventures. With a background spanning conferences, exhibitions, and publishing, she's channelled her passion into Responsible Futures, a platform dedicated to demystifying sustainability and empowering businesses.

Sam Cande's journey into sustainability is as inspiring as it is relatable. After a successful career in corporate giants, she craved purpose, a desire to make a meaningful impact. This led to the birth of Responsible Futures, a mission to make sustainability accessible and dismantle the confusion surrounding it. Through her podcasts, webinars, and consultancy services, Sam empowers individuals and businesses to embrace sustainability as a core value, not just a box to tick. Her unwavering belief is that even small steps, collectively, can create a significant and lasting positive change. Read excerpts from the exclusive interview below: 

Team Reblue: Sam, your journey into sustainability is truly inspiring. What inspired you to start Responsible Futures, and how did your past experiences lead to this decision?

Sam Cande: My journey into sustainability stems from a deep desire to make a meaningful impact. After a successful 25-year career working with large corporate companies, I reached a point where I wanted more than just a job—I wanted purpose. Approaching 50, I knew I had about 15 years left in my career, and I felt compelled to use that time to do something that truly mattered.

My passion for sustainability was ignited during my time as a director for Sustain Magazine. There, I saw firsthand how much confusion surrounded sustainability and how little education there was on the topic. I knew there was a gap, and I wanted to bridge it. Sustainability can seem overwhelming, but I believe that when you break it down into bite-sized pieces, it’s something everyone can grasp and engage with.

That’s why I founded Responsible Futures. My mission is to demystify sustainability and make it accessible to all, while ensuring that sustainability and social responsibility remain central to the conversation. Early on, I had the privilege of speaking with so many inspiring individuals who were doing incredible work in this space, and I thought—why not share these insights with a wider audience? That’s how the Sustain Talks podcast was born, which is now available on YouTube, Spotify, and iTunes. Through the podcast, we explore a wide range of topics, aiming to inspire and educate people on the many facets of sustainability. At Responsible Futures, you help businesses navigate their sustainability efforts. Can you share a success story where your guidance had a significant impact on a company’s sustainability practices?

"Sustainability can seem overwhelming, but when you break it down into bite-sized pieces, it's something everyone can grasp and engage with."

Team Reblue: You've hosted many webinars and a podcast on sustainability. What feedback from your audience has stuck with you, and how has it influenced your approach to teaching sustainability?

Sam Cande: I've found that everyone takes away something valuable from my webinars and podcast. One thing that has really stuck with me is the feedback from listeners who say that the content helped them gain a deeper understanding of sustainability. Many have reached out to say that the way I break things down made complex topics more approachable and practical for their everyday lives or businesses.

In each series, I make a point to ask the questions others might hesitate to ask—what some might call the 'simple' or 'obvious' questions. But in sustainability, no question is too basic because the subject can feel overwhelming or unfamiliar to so many. It's about creating a space where learning feels safe and inclusive.

One of the key takeaways I emphasise is that sustainability isn't limited to one industry or field. No matter where you're coming from, there are lessons to be learned and shared. It's about connecting the dots, whether you’re in fashion, tech, travel or agriculture. The principles of sustainability can—and should—be adapted and applied to all areas of life and business. Sharing stories from different sectors helps people see those connections and relate them to their own experiences.

I often talk about sustainability as a journey rather than a destination. It's about taking people step by step and making them feel part of something bigger. If each of us made even small adjustments—like cutting down on waste or being more mindful of consumption—we could see meaningful change. With nearly 8 billion people on the planet, many of whom are over-consuming, it's more important than ever to be thoughtful about what we buy, where it comes from, and why we need it. If everyone made even slight shifts, we wouldn't be facing the crises we are now. It's about fostering a mindset where being responsible consumers becomes second nature. 

"Diversity, inclusion, and sustainability are deeply intertwined, and addressing them together can drive more impactful and holistic change in businesses."

Team Reblue: You founded Level, a non-profit group focused on parity, diversity, and inclusion, how do you see these values connecting with sustainability in the corporate world?

Sam Cande: I see a strong connection between these values and sustainability in the corporate world. In fact, diversity, inclusion, and sustainability are deeply intertwined, and addressing them together can drive more impactful and holistic change in businesses.

Firstly, sustainability isn’t just about the environment; it’s about ensuring long-term, equitable success for all. For a business to be truly sustainable, it needs to consider its impact not only on the planet but also on people—its employees, communities, and the society at large. This is where the values of parity, diversity, and inclusion come in.

Diversity of thought and background leads to better decision-making, which is crucial when companies are facing complex challenges like reducing carbon footprints, innovating in waste reduction, or shifting to renewable energy. When businesses include voices from various genders, ethnicities, socio-economic backgrounds, and life experiences, they can develop more creative and effective sustainability solutions. Diverse teams are more likely to question assumptions, challenge the status quo, and think outside the box, leading to stronger environmental and social outcomes.

Secondly, inclusion fosters a culture of belonging, empowerment, and accountability, all of which are essential for sustainability initiatives to succeed. If every employee feels valued and has a sense of ownership in the company's sustainability goals, they are more likely to actively participate in those efforts, from small actions like reducing waste at work to larger initiatives like community outreach. Inclusive workplaces tend to have higher employee engagement, and engaged employees are more committed to pushing forward sustainability efforts.

Lastly, sustainability itself is a matter of equity and social justice. Climate change and environmental degradation disproportionately affect marginalised communities around the world. Companies that prioritise diversity and inclusion are better positioned to understand and address these inequities in their sustainability strategies. They can ensure that their actions are not only reducing environmental harm but also contributing to social equity, whether that’s by supporting diverse suppliers, ensuring fair labour practices, or promoting opportunities for underrepresented groups within their own operations.

In short, diversity, inclusion, and sustainability are not separate efforts—they are mutually reinforcing. Companies that embrace these values holistically will be better equipped to create lasting positive change for both people and the planet.

"Businesses need to shift their mindset from viewing sustainability as a cost to seeing it as an investment."

Team Reblue: In your view, what are the biggest challenges businesses face when trying to adopt sustainable practices, and how can they overcome these hurdles effectively?

Sam Cande: The biggest challenges businesses face when trying to adopt sustainable practices often boil down to a few key areas: cost, complexity, mindset, and regulation. Here's how each plays out and how businesses can overcome these hurdles effectively:

Cost and Perception of Profitability: Many businesses fear that sustainability will hurt their bottom line because sustainable alternatives or processes can seem more expensive upfront. For example, switching to renewable energy, sourcing sustainable materials, or investing in energy-efficient technology often comes with initial high costs. This can be a significant deterrent, especially for small businesses with tight margins.

Overcoming it: Businesses need to shift their mindset from viewing sustainability as a cost to seeing it as an investment. There are long-term savings and benefits such as reduced energy bills, attracting talent, and enhanced brand reputation. Educating business leaders about the ROI of sustainable investments is key. Clear financial planning that includes the payback period of sustainable initiatives can also help. For example, showing that investing in solar panels might be costly now, but after a few years, energy savings make it profitable.

Complexity and Knowledge Gap: Sustainability can feel like a moving target. Many businesses don't know where to start or get overwhelmed by the sheer number of sustainability practices and certifications. Without the right knowledge, they can make ineffective changes or fall prey to greenwashing—either by accident or through poor planning.

Overcoming it:Simplification and access to expert advice are essential. Businesses should break sustainability down into manageable steps—starting with something as straightforward as reducing single-use plastics or energy consumption. Seeking consultancy (like what we do at Responsible Futures) can guide businesses through the process in a way that's tailored to their specific needs. Training staff (which we also do here at Responsible Futures) on sustainability or partnering with credible third-party organisations also helps ensure that actions are aligned with real impact, not just optics.

Mindset and Culture Change: Resistance to change can be a major roadblock, especially in businesses where short-term profits have traditionally been prioritised. Some leaders or employees might not see the immediate benefit of changing habits or processes that have “always worked.” This is often tied to a lack of awareness or an ingrained business culture that doesn’t prioritise sustainability.

Overcoming it: Leadership must champion sustainability from the top down, embedding it into the company’s mission, values, and performance metrics. Sustainability needs to be linked to the company’s overall purpose, not just as a side project or a box to tick. Sharing success stories from other businesses in the same industry, celebrating small wins within the company, and creating internal champions for sustainability can slowly shift the culture. It’s about making sustainability part of the company’s DNA.

Regulation and Policy Uncertainty: Inconsistent or constantly shifting regulations around sustainability can be confusing and discouraging for businesses trying to stay compliant. Different regions may have conflicting rules, making it hard for companies to develop a clear sustainability strategy, especially if they operate internationally.

Overcoming it: Staying informed about both current and upcoming regulations is crucial. Businesses should invest in legal or sustainability experts to help navigate the regulatory landscape. Being proactive rather than reactive also helps—companies that are ahead of the curve tend to adapt more smoothly when regulations tighten. This ties into the broader concept of anticipating future trends and being ready to innovate.

Supply Chain Complexity: For many businesses, sustainability means looking beyond their own walls and considering the impact of their supply chain. It’s often challenging to manage or even fully understand the environmental and social impact of suppliers, particularly when they are scattered across the globe.

Overcoming it: Businesses can focus on increasing transparency within their supply chain by setting clear sustainability criteria for suppliers and conducting audits. Building relationships with suppliers who share similar values, or finding alternatives closer to home, can also reduce environmental impact. Encouraging collaboration and communication between businesses and suppliers ensures that sustainability goals align at all levels of the supply chain.

"In sustainability, no question is too basic because the subject can feel overwhelming or unfamiliar to so many."

Team Reblue: Looking ahead, what legacy do you hope to leave through your work at Responsible Futures, and what changes do you foresee in the sustainability landscape over the next decade?

Sam Cande: At Responsible Futures, I hope to leave a legacy of practical, actionable change that empowers individuals and businesses to embrace sustainability as a core part of their operations and values. My goal is to demystify sustainability, making it accessible and achievable for everyone, regardless of their background or resources. I want Responsible Futures to be remembered as a catalyst for change—a place where we didn’t just talk about sustainability but made it happen, one step at a time.

I envision a world where businesses don’t see sustainability as a box to tick but as a fundamental part of their strategy, shaping their decisions and driving innovation. I want to contribute to a future where reducing waste, using renewable energy, and minimising our environmental footprint are just how we do things—normal, expected, and non-negotiable.

Looking ahead over the next decade, I foresee several key changes in the sustainability landscape:

Increased Regulation and Accountability: Governments and international bodies will likely enforce stricter regulations around sustainability practices. Businesses will be held accountable not just for their financial performance but for their environmental and social impact as well.

1. Technological Innovation: Advances in technology will continue to drive new solutions for sustainability challenges. From renewable energy breakthroughs to innovations in waste management and resource efficiency, technology will play a critical role in shaping a more sustainable future.

2. Consumer Power: Consumers will become even more powerful agents of change. As awareness grows, people will demand more from the companies they buy from, pushing for transparency, ethical practices, and real commitments to sustainability.

3. Circular Economy: The shift towards a circular economy will accelerate, with businesses and governments increasingly focusing on reducing waste, reusing materials, and recycling. This will require a fundamental rethink of how we design, produce, and consume goods.

4. Global Collaboration: Sustainability is a global challenge, and the next decade will see more collaboration between countries, businesses, and communities. Solutions will come from shared knowledge and collective action, with sustainability becoming a unifying goal across borders.

In summary, through Responsible Futures, I hope to inspire a mindset shift—a world where sustainability is woven into the fabric of everyday life and business. I believe that by equipping people with the knowledge, tools, and confidence to act, we can create a lasting positive impact on our planet and future generations.

Photo courtesy of Sam Cande.