From weddings to work: how our sustainability changemakers make a lasting impact

An interview with Lian Mico and Flo Sheldon by Cat Scott on how they are leading the way toward a more sustainable future.

Co-authored by Catriona Scott, Flo Sheldon (née Brun) and Lian Mico CMRS (née Nuttall) .

In today’s world, sustainability has become more than just a buzzword — it’s a vital commitment for businesses, consumers, and changemakers alike. At the heart of this movement are individuals and organisations driving real change through meaningful strides. Among them are Flo Sheldon and Lian Mico, two of our own sustainability advocates. Earlier this year, both were recognised as finalists for the MRS ‘Sustainability Changemaker of the Year’ award. In this blog, we’ll dive into both their professional and personal journeys around sustainability and hear their advice for colleagues and the wider market research industry.

Meet Flo and Lian

Q. Just to get us started, could you briefly introduce yourselves and tell me a bit about you, your job and your role at Human8?

Lian: “I’ve been in the research industry for 14 years now and about half that time has been at Human8. I began in a research role, but for the majority of last 3 years I’ve been a part of the central Delivery Development team. I now support our researchers with learning and development, resources, quality and processes.”

Flo: “I work as a Senior Insight Manager, specialising in FMCG clients. And I, alongside Lian, am part of a collective of people internally that meet periodically to talk all things ESG (Environmental, Social and Governance) within the business. We meet regularly to discuss how we can better understand and implement sustainability efforts, both as individuals and within Human8. It’s about making small changes that lead to meaningful impact.”

Championing change: the path to becoming sustainability advocates

Q. Congratulations on both being finalists in the MRS Sustainability Changemaker Award this year, amazing to be recognised as individuals making meaningful change in the industry. Could you share your journey with sustainability, leading up to being shortlisted?

Flo: “Sustainability has always been a passion of mine. But sustainability in my personal and professional life felt quite separate until recently. Earlier this year I undertook a 6-week intensive course with Cambridge University Online called ‘Climate Change for Decision Makers’. The course provided me with a clear picture of climate change — from a scientific, social and economic point of view — and the pathways to help avoid catastrophic change. Importantly for me, it gave me the confidence to initiate conversations about sustainability in my day-to-day role, and bring an ESG angle to my consumer research projects. To be supported and recognised for that extra effort was really the cherry on top, but for me it reinforced my own potential to make a difference.”

Lian: “I’d also say I’ve always been empathetic towards people and the planet, but my journey with sustainability officially started when I joined the MRS Sustainability Council in 2020. Coming in from this point of view helped me to sharpen my focus and level up my thinking. It showed me a diverse range perspectives and encouraged me to consider them in the context of market research. Sustainability became supercharged into the work that I do, extending beyond my personal life. I realised that it’s not just about climate change, it’s about people as well.”

Flo: “Finding out we’re halfway through the ‘critical decade’ — which is the window of time we have to impact the course of climate change — really put ‘the wind in my turbines’ and motivated me to look at my projects and assess how I can bring this learning to life. The course showed me the relevance of sustainability in every aspect of my work and the way I live, it encouraged me to put change into practice.”

Lian: “I decided to take a Climate Literacy course this year for the same reason. I realised that ESG topics are everywhere — not just the projects labeled as sustainability or inclusivity. I’m responsible for materials that are distributed globally, which I saw as an opportunity to integrate elements of ESG at every level. I wanted to educate others working on ‘the frontline’ in an effective and meaningful way, so I embedded sustainability variables into our workflows; it’s in our templates, meetings, and guides. Having the facts meant I could implement this in a way that resonates and ensure all our resources have been well thought through. They provide our researchers with knowledge to use day-to-day, and it’s those triggers that drive effort both within and outside the organisation. It’s nice to be recognised for that, but there is still a lot of work to do as well.”

Beyond the data: sustainability strategies for market researchers

Q.  What advice do you have for other researchers wanting to integrate sustainability into their work?

Flo: “A great place to start is by researching your clients' ESG goals. Every time I get a new brief, regardless of the topic, I check the client's website to understand their sustainability targets. I also look at their competitors to see how they measure up. This is particularly useful for projects around new product development as it helps brands future proof their offering. That’s where the consultative aspect of my role comes into play, and I can bring in that wider ESG knowledge to help me identify opportunity gaps. Consumer research has a large role to play in helping organisations understand how to drive value with sustainability — ultimately this will vary by brand, consumer type, market and so on. We’ve seen a rise in consumers purchasing with their principles, but brands also want to understand how to hold onto their customers with differing priorities as their products or services become more environmentally friendly.”

Lian: “I totally agree, we have the privilege of consulting top brands on how they can make a difference. Engaging with basic facts about climate change opens your eyes; you start understanding the impact of supply chains, sourcing, and regenerative principles. As a researcher, it's not just about encouraging consumption but balancing the commercial needs of clients with a thoughtful, long-term approach. My focus is to empower researchers to have bold conversations and make impactful recommendations to clients. Ultimately, changes are coming — whether through legislation or market pressure. It's about staying ahead of the curve and recognising that small changes can have a big impact. As Flo said, there’s a sustainability angle to every project. It’s not just about signing pledges; it’s about putting things into practice and engaging wider industries.”

Beyond the office: how to bring sustainability home

Q. And in terms of your personal approaches to sustainability, what are some of the changes you are making in your daily lives, outside of work?

Lian: “I’m much more conscious of my consumption now. For example, though I still drink my tea with cow’s milk, I now source it from a local farm to cut down on food miles. I also consider how much I’m filling the kettle, how much energy is used and how far the tea itself has travelled, as well as how it is going to decompose after. I’m so aware of how much I waste, so I also buy a food box of items that supermarkets won’t buy or sell — because there’s too many, or they’re oddly shaped, and so on — and am creative with how I use leftovers. It is very much top of mind for me now. Even my commute has changed; I’m an avid bus user, and my dog often gets the bus with me too!”

Flo: “Considerate consumption is where people have real power. So, for me it is about consuming as little as I can, especially when it comes to clothes and electronics. When I shop, I will spend extra time to think about how I can be more sustainable. The Impact Score Shopping app allows you to scan products and remove some of the wormholes when trying to shop sustainably. It gives one score for health and sustainability credentials, which is helpful. Often you can also make some sort of saving buying second hand, and I rarely buy items from new now. This February I also decided to go ‘climatarian’, so I’ll eat some fish for example, but I’ll avoid the top 5 over-fished. It’s becoming even easier to make simple swaps, as climate-friendly options are increasing in stores and online.”

Q. I understand you both got married recently, (Lian 2023, Flo in 2024), so congratulations on these milestones. How did sustainability play a role in your weddings?

Flo: “Sustainability was naturally going to be part of my wedding because it’s a part of who I am. Brides and grooms-to-be often become major consumers; you feel you have to get so much stuff in a short space of time. And when in the full flow of wedding planning there’s a huge temptation to go for the cheapest and most convenient option. To avoid panic buying anything last minute on next day delivery, I did as much as I could in advance. Allowing enough time meant I could find things second hand on Vinted, Marketplace, and charity shops, as well as from friends who recently got married. I was happy to find a set of bridal pyjamas and a preloved wedding dress — these are items you wear for a matter of hours, so finding them second hand for a good price was a win-win for me.”

Lian: “Social media can encourage impulsivity by making you feel like you need all the extras but, in reality, you’ve already got everything you care about. You have to question ‘do I actually need this?’. There are so many small alternative ways for when you can’t buy second hand too, I bought my bridesmaids pyjamas new, but made sure they weren’t wedding specific so they could be worn beyond the actual day. Our venue, The Well-Being Farm, was also a B-Corp, which made the planning process easier — one thing we loved was a prop store of reused decorations that all couples could use for their day. Another big decision was to keep our evening food order small, as well as check what the venue would do with any surplus, since I’ve seen so much food go to waste at weddings. Sustainability not only made our wedding eco-friendlier, but it was also good for our wallet!”

Educate, innovate, lead: brands’ role in building a sustainable future

Q. Based on your experiences, what advice would you give to brands striving for sustainability?

Lian: “I think brands unfairly leave a lot of the choice up to consumers. There’s often the ‘original’ and the ‘alternative’, more sustainable version of a product. Quite often the sustainable option is more expensive, it reflects the higher cost of innovation, ingredients or ethical sourcing. But this makes it hard to justify buying it on an ongoing basis. Of course, with the cost-of-living crisis, people don’t want to spend extra money, so they’re always going to make ‘the wrong choice’. Products should be sustainable and regenerative by default, removing the option to choose, and in doing so forcing brands to make them at a more sustainable price point as well”.

Flo: “Exactly, and brands who make the leap of faith and invest sustainably will always be in the best position going forward. Being first means people will gain trust before others follow. Brands also have an opportunity to build stronger associations with sustainability by educating consumers on how they can do their part in a way that’s relevant for the brand. Customers recognise initiatives like recycling clothes, paper-based packaging and reducing food waste, these really resonate and keep sustainable swaps top of mind. It helps the brands’ efforts feel more authentic and creates a sustainability link. Making that connection can have a much wider impact.”

Lian: “Definitely, and I think there’s also misinformation around things like cleaning products that the sustainable option won’t be as efficient or effective as its counterpart. There’s an opportunity for big brands to educate consumers when this isn’t true. Brands aren’t governments, they can push through products and policies much faster than governing bodies can. They obviously have innovation budgets, but they can trial and spearhead things without the same procedures or processes, and they should play that to their advantage and be the brands to watch in their space for making change.”

Driving change through research

Flo and Lian’s journeys with sustainability have heightened their awareness of the power this industry holds in influencing clients and brands. As researchers, we have the unique opportunity to share the voice of consumers with maximum impact. In many cases, brands can drive change more effectively than governing bodies and ultimately guide industry-wide sustainable practices. Demonstrating environmental as well as commercial awareness only strengthens the recommendations that come from consumer research. With small and consistent nudges towards a sustainable future, we can drive change.

Being sustainability advocates in market research isn’t just about delivering data and insights — it’s about inspiring action at every level, from influencing supply chains to understanding the true impact on consumers. Research is fundamentally about people, and by taking the time to identify gaps — both our own and those of our clients — we can dig deeper and drive meaningful change.