THE SUSTAINABILITY INTERVIEW
irgin Media O2 is at the heart of the UK’ s digital economy, providing broadband and mobile connectivity to over 45 million connections across homes and businesses nationwide. Connectivity today is no longer just a commercial service. It is critical national infrastructure underpinning how people work, learn, access healthcare and participate in society. For Chief Sustainability Officer Dana Haidan, that scale brings responsibility and opportunity.
Her mandate is simple to state and complex to deliver – she describes her job as embedding sustainability into strategic, operational and investment decisions across the 16,000‐strong organisation.“ The role of telecommunications in modern economies has fundamentally changed. Connectivity is now as essential as electricity or transport. That means sustainability in our sector is not just about reducing emissions, it’ s also about ensuring the infrastructure society relies on remains resilient, responsible and future-ready.”“ It should not be about only setting the targets,” she says.“ Success is when sustainability is integrated into how the business makes decisions. How we invest, how we design networks, how we source equipment and how we serve customers.”
That means working across engineering, commercial, procurement, technology and risk to align climate action, resource efficiency, social impact and digital responsibility with the company’ s core business model. It also means changing mindsets about what good sustainability work looks like.
20 April 2026