ANTHROPY25: Andy Middleton - Why We Need to Embrace Uncertainty

Sustainability Solved

Welcome to our special Anthropy25 mini-series, recorded live at the Eden Project in Cornwall! Anthropy brings together business leaders, politicians, NGOs, and emerging leaders to tackle society's biggest sustainability challenges. In this episode, we speak with Andy Middleton about place-based change, breakthrough businesses, and what he calls "the cool stuff that hasn't been tried yet." Andy shares insights on how funding structures often discourage collaboration and how changing this could accelerate sustainability solutions. He also discusses the potential of hyper-localism and the importance of embracing uncertainty as we transition to a more sustainable future.

🎯 Key Takeaways

1. The power of connecting the right people

• Some of the biggest sustainability breakthroughs happen when people who've never been in the same room start talking
• Example: The Wales Obesity Alliance has no food companies involved, showing a critical disconnect
• Bringing diverse stakeholders together can lead to "massive quick shifts" in solving complex problems

2. Short-term funding creates short-term thinking

• 75% of environmental funding in the UK is for one year or less
• This creates a "death spiral" where organisations are trained to think small and certain
• Shifting to longer-term funding (3+ years) would encourage more expansive thinking and innovation

3. Breakthrough businesses are ready to scale

• High-potential, high-impact businesses are already developing solutions that could transform entire industries
• Example: A company making powdered egg replacement from fungi that could eliminate 300 million tons of chicken feed annually
• These possibilities exist now but aren't talked about enough

4. Curiosity and embracing uncertainty are essential skills

• The ability to lean into uncertainty rather than shy away from it will be increasingly valuable
• Teaching this mindset to children creates flexibility and openness to new solutions
• Relationships will become more valued than material possessions in a post-growth world

⚡ Quick Wins & Actionable Steps

1. Switch your pension to ethical investments

2. Talk about positive changes you want to see

3. Build your sustainability tribe

🛠️ Tools & Resources

Books:

• "Hospicing Modernity" by Vanessa Machado de Oliveira - A powerful exploration of transitioning beyond modern society

Organizations:

• Unreasonable - An impact accelerator bringing together high-potential sustainability businesses
• The Path - Ethical financial planning and pension provider
• Do Good Faster - Andy's organization that helps businesses find and repurpose lost money for sustainability initiatives

Projects:

• Hard as Nails - Project to engage men in conversations about toxic masculinity

🎙️ About Our Guest

Andy Middleton has been an early pioneer in the B Corp movement in the UK. He founded TYF, an adventure and education company in Wales, and now runs multiple social impact initiatives including Do Good Faster. Andy's work focuses on accelerating sustainability solutions through business, education, and place-based change.

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