Embedding Sustainability from Day One — Lessons from Becca Samson
Embed sustainability as early as possible because sustainability is a growth strategy that can make your company stronger, trusted, and attractive to investors. This is one of the key business hints that Becca Samson, a sustainability leader, has shared in the new episode of SCION Talks: Nature Tech in Action - our webinar series for live in-depth interviews with leading sustainability experts on the role of Nature Tech. Becca Samson, who has shaped strategies at bol, Tony’s Chocolonely, WeTransfer, Booking.com, and Google, shared important pieces of advice about CSR and sustainability, the measurement of sustainability, regulation, and visibility. We summarised key directions from the conversation in the following lines.
Lessons from Becca Samson
When it comes to sustainability, most founders ask, “When should I start?” According to Becca Samson, the answer is simple: “Now.”
"It's best to simply get started. Find out who is passionate about it in your company and ask them to engage. It doesn't just need to be the founder. Just start." Becca told during a recent SCION session. “You don’t need a big team or a big budget — you just need intention and focus.”
1. Treat sustainability like a business function, not a campaign
Becca’s first piece of advice cuts straight through the noise: sustainability isn’t about having a CSR section on your website — it’s about how your business operates.
If you’re an early-stage company, that means asking: How do our suppliers, travel choices, and data storage affect our footprint? Every decision leaves a trace — and every trace can become a differentiator.
“At WeTransfer, sustainability wasn’t a side project,” she said. “It was a shared KPI across teams — from finance to product. That’s when real progress started.”
2. Start with what you can measure
Many founders freeze at the complexity of sustainability metrics. Becca’s approach is pragmatic: start small. Identify one thing you can measure and improve, then communicate your progress with honesty.
Whether it’s your energy use, material choices, or team travel, transparency creates trust.
“Don’t wait to be perfect. Share your process — not just your outcomes,” Becca advised. “That’s how you avoid both greenwashing and greenhushing.”
3. Regulation is your opportunity radar
Sustainability regulations are accelerating — but for founders, they’re not just compliance challenges; they’re innovation signals.
“Look at what’s coming — carbon reporting, packaging, building efficiency,” Becca said. “If you design for tomorrow’s regulation today, you’ll be two steps ahead of your competitors and have a clear value proposition for the market.”
4. Build a culture around visibility
People can’t support what they can’t see. Becca urged founders to make sustainability visible — internally and externally — through small rituals, dashboards, or shared milestones. Visibility builds momentum.
“Once people see the impact, they want to be part of it,” she noted.
For founders in SCION’s ecosystem, Becca’s message is clear: sustainability isn’t a cost centre — it’s a growth strategy. The earlier you embed it, the stronger your foundation for resilience, funding, and long-term trust.
SCION Talks: Nature Tech in Action
SCION Talks: NatureTech in Action is a webinar series bringing together bold founders, C-level leaders, scientists, and ecosystem builders working at the intersection of technology, ecology, and sustainability. Each session dives into the opportunities, challenges, and technologies driving the NatureTech movement—from ecosystem restoration to climate resilience and biodiversity protection. Join us on LinkedIn to be in touch with SCION and the upcoming editions of SCION Talks: Nature Tech in Action
Learn more about SCION Accelerator - our flagship initiative to power the future of Nature Tech, here. SCION Accelerator is conducted in partnership with Rezolv Energy Shift.
