Sustainability Council

As the innovators of the 21st century, we have a responsibility to do good. So we’re building a framework to champion change and encourage BIMA members to take action.

About the council

We all know about the climate crisis and the challenges we face in the coming decades. And few are so well placed to do something about it.

As the world’s innovators we have an unrivalled ability to create the future, and a duty to ensure that future is sustainable. This council will champion sustainability in the digital sector and build a framework to enable BIMA members to take action.


James Cannings, Co-founder at MMT Digital

James is co-founder of MMT Digital, a technical consultancy specialising in the delivery of effective digital solutions. Working with organisations to drive faster change and increased customer value, James advises them on the right platforms, tools and approach to devise the optimal digital strategy and delivery.

Over the last 20 years, he has worked with clients such as Vodafone, Translink and to digitally enable their businesses and upskill their in-house teams. With a degree in computer science and cybernetics, James is regularly invited to speak, judge and write about digital transformation, emerging technologies, innovation culture and agile delivery.

In 2019 he took MMT Digital Net Carbon Negative, open-sourcing all the models and processes into a starter back for other companies to join the movement.

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Amy Williams, CEO at Good Loop

Amy is on a mission to convert people’s attention and data into funding for good causes around the world. She co-founded Good-Loop in 2016 after turning her hand from advertising at Ogilvy to volunteering at a soup-kitchen in Argentina.

Today working with the likes of Nestlé, Unilever, the Co-Op, Coca-Cola and H&M, Amy’s ‘ethical ad platform’ rewards consumers who choose to engage with advertising by donating to their chosen charity, whilst delivering better ROI for advertisers. It’s Yin Yang; a win-win.

Amy is one of Forbes Europe’s 30 under 30, eConsultancy’s Rising Star of 2019, listed as part of the BIMA 100 and a face of the United Nations #SheInnovates global campaign.

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Council Members

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