BIMA 100: Ed Riseman as a Champion for Change (Planet)
Introducing the prestigious BIMA 100 programme, designed to honour the trailblazers who are spearheading the evolution of the digital industry in Britain across nine vital areas. These individuals are the visionaries, catalysts of change, emerging talents, disruptors, and pioneers driven by a shared commitment to forging a future that is more innovative, sustainable, and inclusive.
We are thrilled to announce that Ed Riseman, Co-founder and General Manager at big group, has been recognized as a distinguished member of the BIMA 100. He has earned a well-deserved place as a Champion for Change for the Planet. Read our quick-fire questions for Ed below.
Congratulations on landing a place in BIMA100! You’re now part of the Champions for Change: Planet category. Previously, you’ve been placed in the BIMA100 for being a CEO/Leader – how does this compare?
Even more rewarding as it is such a specific subject and one that everyone at big group is involved in, so it’s not just about me.
When did you first become interested in sustainability?
On a personal basis, pretty much always. I’ve experienced climate change directly by being flooded 5 times! More recently when it sank it that it made good business sense for reasons well beyond just doing the “right thing”.
How has incorporating sustainability into your business affected your leadership?
I was featured in the BIMA Top 100 2023! Thinking about the before and after rather than ‘the now’ has broadened my landscape. It’s changed how we make decisions, it’s not just about cost, but cost to the planet too.
What have you learnt that’s surprised you? Either about sustainability/environmentalism or implementing sustainability into your business?
It’s a very complicated subject and more granular that I imagined but with effort and focus it really is possible to make positive change
Have you changed any habits?
I have always been conscious of my impact, but more recent developments around carbon counting mean that it’s not all in my head or heart, but being able to measure and quantify the impact on my phone helps make me keep on the good path.
What brand do you think is doing a great job?
Needless to say, I am really proud of our achievements at big group, in the wider world brands that prove that being more sustainable saves costs, creates new green jobs and makes a profit all get my vote.
What do you think is the marketing industry’s biggest issue when it comes to sustainability?
Ensuring that claims are credible and ensuring the target audience understands what sustainability in context means. Having to find a sustainable angle when one does not exist is not a good look and should challenge any marketing professional on a very fundamental level.
What’s one thing you’d like all clients to know when it comes to sustainability?
It’s possible but the commitment has to start at the very top and hopefully reducing waste, being more energy efficient leaves more money for marketing!
You’re a champion for change, but who do you look up to?
The late Tessa Tennant did the entire world a favour by pioneering the concept of green investment funds and King Charles for practising and preaching sustainable goals in architecture, farming, and conservation.