Tim Curtis has extensive experience operating at a Board level in private and not-for-profit sectors, including leadership, strategy, acquisitions & integration, change management and international collaboration. Most recently, Tim was accountable for the profit and loss of an 800-person division of a UK plc and has achieved success over the last few years within a highly competitive consultancy environment. He delivered 100% profit growth from a 75% revenue increase from 2018 to 2022, with his Business Unit’s profit standing at £11m for FY22 and a revenue of £68m.[i] This snapshot into Tim’s career gives a sense of his remarkable business acumen. Still, it’s his work on climate combined with this that makes Tim such a valuable contributor to ZCA’s first in a series of expert interviews. Tim talks about his pride in the huge growth and impact his consultancy has made over several years in supporting climate action in cities and countries, improving air quality in urban areas, delivering sustainability strategies for major companies and enhancing stewardship of our water and environmental resources.[ii]
Tim’s extensive experience and background are what gives him the drive to address the climate crisis.
“Well, having had a career working in energy and environment, I've got a passion for the need to take action around climate change, and I think what we see is ever more urgency in that need. Only in the last few weeks we've seen more reports about the 1.5-degree temperature increase likely to be reached before the end of this decade. So the urgency is there, and so we need to do something, and we need to up our game across the globe.”
Tim refers to recent reports from scientists that, over the coming years, our planet is expected to break a crucial temperature limit for the first time. By 2027, there is a 66% possibility, according to researchers, that temperatures will have risen above the 1.5C global warming threshold. Human-caused emissions and the likelihood of an El Niño weather trend later this year are increasing the likelihood. Scientists warn that, even though it would be alarming, any breach would probably only last a short time. When the threshold is reached, fossil fuel emissions from industrialisation will have increased to a point where the planet will be 1.5C warmer than it was in the second part of the 19th Century. A disturbing indication that warming is speeding rather than slowing down is when the limit is broken for even a single year.[iii]
It is perhaps Tim’s extensive business experience that means his perspective takes into account that fear alone is not enough motivation as small businesses seek to achieve net zero. Especially in the current economic crisis climate, one of tightening purse strings due to the grip of the cost of living crisis. Candy Richards, from the Federation of Small Businesses in the East (CSB), says many small businesses in the region are being "pushed to the brink". She says: "These are businesses that weren't struggling before, these are productive and profitable businesses that are seeing energy costs spiral, seeing inflation rise across the board, and for many it just doesn't make sense to carry on because the sums do not add up."[iv]
Mr Curtis commented:
“I think SMEs are understandably more focused on the day-to-day running of their business, and the costs and benefits around doing anything need to be very carefully assessed. So I think that's a really key thing when we're looking at SMEs. They need to see a tangible benefit in the short term.”
Tackling the climate crisis makes business sense; in a 2020 McKinsey US consumer sentiment survey, more than 60% of respondents stated they would pay more for a product with sustainable packaging. This shows that customers care greatly about purchasing environmentally and ethically sustainable items. According to a recent NielsenIQ poll, 78% of US consumers feel that living sustainably is significant to them. However, many Consumer Packaged Goods executives claim that the failure to sufficiently increase customer demand for these products is one obstacle to their companies' environmental, social, and governance (ESG) endeavours. Despite this general feeling, McKinsey also found a material link between ESG-related claims and consumer spending. Furthermore, the same research found that small brands see a greater boost in growth related to environmental and ESG claims.[v]
Tim makes this point to Oliver:
“The growth rate for sustainable products is twice that for non-sustainable products. So I think there's a real tangible benefit for businesses moving towards that sustainable product and solution focus.”
“In the B2B world, businesses expect other businesses to be in line with this agenda [climate action]. And that's a really important point because small businesses have their own supply chains, but small businesses are also part of larger business supply chains, and we're seeing increasing demand from those larger businesses who are placing more responsibility on their suppliers.”
According to the consultant Kantar, consumers are more inclined to regard brand reputation when making significant purchases in numerous regions. In this context, modern brands must exhibit several qualities that make them reliable, high-quality producers, including a clear stance on sustainability and easily traceable supply chains. Brands that consistently advocate for environmental awareness might take advantage of these chances to increase client demand. Consumers, investors, and B2B companies are all adopting this approach more frequently as they regard strong, lasting values as a seal of quality. Credentials related to sustainability are no longer a luxury but rather a crucial sign of a brand's seriousness.[vi]
ZCA’s mission has always been to provide information and education to businesses worldwide to ensure that they are well placed to address the challenges of the climate crisis. As such, it is hugely valuable that an expert such as Tim sees value in this pursuit.
“As we've seen, there are resources out there. Zero Carbon Academy’s adding to those resources, and that's desperately needed because one-third of businesses or thereabouts are not doing anything yet.”
Tim also makes it clear that all employees must be involved in this process, but an emphasis must be placed on leadership.
“If you don't have that visible commitment from the leadership of an organisation, then I don't think you're going to get sustained action. So having that commitment, making a statement of what you intend to do, keeping people updated with what you're doing is absolutely critical to make sure you get that buy-in from your employees.”
The new Leaders In courses offered by ZCA reflect this sentiment and underline our commitment to always be guided by leading experts within the field.
[ii] Ibid
[iii] BBC- Global warming set to break key 1.5C limit for first time
[iv] BBC- Cost of living: The small businesses closing due to price rises
[v] McKinsey- Consumers care about sustainability—and back it up with their wallets
[vi] Kantar- Kantar BrandZ Most Valuable Global Brands 2023
Oscar is a recent graduate with a background in earth science. He is currently studying an MSc focussing on disaster responses, emergency planning and community resilience. His postgraduate research project will assess the link between climate crisis risk perception and attitudes to green energy projects. “Adapting to the climate crisis through the pursuit of net zero requires community engagement and understanding. Zero Carbon Academy’s goals closely align with this approach and I’m excited to have the opportunity to research and communicate a variety of topics relating to our environment and sustainability”.
