The Secret Sauce Of Sustainability-Driven Accountancy Firms

In November last year, the ACCA UK’s annual Finance Futures Conference was held in the Welsh capital, Cardiff, bringing together accountants from across the UK. Once again, the conference offered an opportunity to explore the key themes shaping the future of the accounting profession with technology, sustainability, and talent development topping this year’s agenda.

As a guest panellist, I was privileged to contribute to a key conversation on the critical role the accountancy profession plays in achieving net zero and advancing sustainability—a topic close to my heart as both a qualified accountant and sustainability practitioner.

On my train journey home after the conference, I caught myself wondering how accountancy firms are starting to adapt—integrating sustainability into their operations, preparing for the new and complex reporting and assurance landscape ahead, and meeting the ever-growing and varied sustainability demands of their clients.

To help answer these questions I was fortunate to be introduced by the UN Global Compact Network UK to one of their newest members, Hurst Accountants.

The UN Global Compact Network UK is part of a global UN initiative launched in 2000, inspiring businesses to adopt sustainable and socially responsible practices aligned with the UN Sustainable Development Goals (SDGs). Recognised as a respected global movement, it now boasts over 1,000 UK member companies and organisations, all committed to leading in sustainability and driving impactful change.

As one of the UK’s leading independent accountancy firms, Hurst has spent over four decades building an unparalleled reputation in the Northwest. With a 120-strong talented team, they support some of the region’s most respected organisations from ambitious start-ups to well-established businesses driving the northern and UK economy. As a member of Prime Global—one of the world’s largest associations of independent accountancy firms—Hurst also brings its expertise to clients with international growth ambitions.

I was delighted to spend some time with Simon Brownbill, Partner and Head of Partner Development at Hurst. In a truly insightful conversation, we explored the firm’s motivations behind its sustainability journey, its innovative initiatives, and its plans for the future.

Why Sustainability Matters
For Hurst, sustainability wasn’t a carefully crafted boardroom strategy—it grew from a genuine “aha” moment among the leadership after the pandemic, rooted in its values. There was a shared realisation that as both a company and as individuals, Hurst needed to take responsibility for its impact on the planet.

This wasn’t about seeking external recognition or collecting badges—it was about doing the right thing as stewards of the planet. This mindset resonates deeply with the employees, who are the driving force behind Hursts’ sustainability initiatives. Sustainability has become a common thread running through everything the firm does, from how it treats its employees to how it collaborates with clients and suppliers.

Walking The Talk
Hurst is now in its second year of measuring, monitoring, and reducing its carbon emissions—a process that has directly shaped the firm’s operational decisions. By gaining a clear understanding of their environmental impact, they have identified actionable steps to cut emissions. Their recent office relocation wasn’t just about needing more space—it was also driven by their commitment to sustainability. The new office boasts energy-efficient lighting, recycled furniture, and eco-friendly materials like low-VOC paints. Additionally, the car park features EV charging stations, a living wall, and solar panels.

To further reduce their environmental impact, Hurst has introduced an electric vehicle (EV) scheme for employees, recognising the significant role EVs play in cutting carbon emissions, particularly from commuting and business travel—key contributors to their carbon footprint. While the firm has already achieved a significant reduction in emissions from its base year, they acknowledge that as they continue to grow, their overall footprint may increase. However, they remain steadfast in their commitment to measure and reduce emissions responsibly and will look to incorporate intensity metrics alongside absolute reduction targets, ensuring progress is both meaningful and achievable.

With carbon emission reporting now firmly established, sustainability has become an integral part of Hursts’ daily operations. Meaningful actions by employees consistently reinforce the firm’s commitment, to the point where these practices have become second nature—seamlessly woven into the business's day-to-day operations without a second thought.

Hurst has found creative ways to align its growth with environmental stewardship, celebrating every new client and employee by planting a tree through a reputable reforestation project. Even feedback surveys play a role, with trees planted for each response received, transforming everyday actions into meaningful contributions to sustainability.

Traditional corporate away days at Hurst have been transformed into purpose-driven events, hosted at venues chosen for their commitment to locally sourced food and zero-waste policies. The firm now collaborates with the Marine Conservation Society for annual beach clean-ups, giving the team hands-on experience in environmental conservation. These initiatives not only align with Hursts’ values but also educate and engage the team in direct and meaningful ways.

In fact, this approach has extended across Hursts’ procurement process, where the focus is now on sustainable suppliers. Questions about environmental and social impact have become a key priority in vendor selection, ensuring sustainability is at the heart of every procurement decision.

When Hurst rebranded last year, every element of the project was carefully designed to reflect their sustainable values. Promotional merchandise, like umbrellas, are made from recycled materials, while brochures and posters are printed on sustainable paper with eco-friendly inks. This wasn’t just a marketing exercise—it was a deliberate effort to embody their values while supporting sustainable suppliers.

Supporting Clients
Hursts’ sustainability values extend to their clients. Simon mentioned how their client decisions are intentionally focus on forward-thinking businesses that share their values and lead by example in sustainability within their industries. A great example is one of their clients who manufactures school-wear using recycled bottles.

Simon shared that Hurst is seeing a growing number of client prospects inquiring about carbon emission reporting and transition planning, inspired by the firm’s own journey. While this wasn’t the initial motivation behind their efforts, they are now actively exploring ways to support clients' increasing demands for carbon emission reporting, sustainability-related financial disclosures, and sustainability assurance as new regulations emerge and expectations ripple through supply chains.

The UN Global Compact Network UK
When I asked Simon about the motivations behind joining the UN Global Compact Network UK, his answer was clear: to provide Hurst with a structured framework to guide their sustainability efforts and shape their culture. The network has offered access to a valuable community of like-minded organisations, along with extensive insights, exceptional education, and resources that have shaped their sustainability journey—and will continue to do so in the future.

A Blueprint For Sustainable Accountancy
Simon candidly acknowledged that there’s still work to be done, and much more they could do. This is probably a true statement for everyone, but despite this, Hurst is laying the foundations for long-term sustainability, and their journey this far offers invaluable insights for other accountancy firms just starting out.

Start With Authenticity: Sustainability is most impactful when driven by genuine values. It starts with a sincere commitment to doing what’s right. Authenticity ensures sustainability is deeply embedded in a businesses’ culture, influencing every decision and action. When rooted in core values, it resonates powerfully with employees, clients, and stakeholders, driving meaningful, lasting change.

Engage The Team: Involve the employees in initiatives that resonate with their passions and interests to foster genuine commitment. By aligning sustainability efforts with what matters most to employees, organisations can create a sense of ownership and pride. This engagement helps embed sustainability into daily routines, making it second nature and ensuring it becomes a natural part of the businesses’ culture and operations.

Partner For Success: Collaborate with like-minded experts, suppliers, and clients to amplify impact and drive meaningful change. Building strong partnerships allows businesses to tap into diverse expertise, share best practices, and align efforts for greater effectiveness. By working together, businesses can tackle challenges more efficiently, create innovative solutions, and extend the reach of their sustainability impact.

For Hurst, this isn’t about ticking boxes or chasing recognition. It’s about taking responsibility and embedding sustainability into the core of their business. As Simon puts it:

"It’s about doing what we can to make a positive impact—for our team, our clients, and the planet."

As I reflect on my conversation with Simon, what strikes me most is Hursts’ genuine authenticity and unwavering commitment to sustainability—it’s the foundation upon which everything they do is built and from which everything else flows. For me, their example reinforces that real change truly begins from within—and leaves me in no doubt that the accountancy profession has both the drive and commitment to play a pivotal role in shaping a more sustainable future.

Here are some links to learn more about https://www.hurst.co.uk/ and the https://www.unglobalcompact.org.uk/