THE SUSTAINABILITY INTERVIEW
Customers, expectations and the utility mindset Despite the breadth of this agenda, Dana is pragmatic about how it plays with customers. She does not expect sustainability credentials alone to drive mass switching in a market where connectivity behaves like a utility like water or power. Instead, she views sustainability and responsibility as hygiene factors that underpin reputation and long‐term loyalty.
Polling and reputation tracking suggest that customers respond positively when they learn, for example, that Virgin Media
O2’ s network is powered by 100 % renewable electricity or that plastic has been removed from packaging. But at the point of purchase, performance and price still dominate. Dana’ s aim is therefore to embed sustainability so deeply into the core service that it becomes inseparable from quality, reliability and fairness. That, she believes, is how a“ utility‐like” business can deliver meaningful change while meeting everyday expectations.
“ We’ re here to keep people connected,” Dana says.“ Our job is to make sure we do that in a way that’ s fair, resilient and better for the planet.” sustainabilitymag. com
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