199: Beyond Box-Ticking: Building Trust and Impact with Jim Massey
In this episode, we talk to Jim Massey. He is the best-selling author of Trust in Action and the soon-to-be-released Risk in Action. He’s also the founder of Eastward, a company rethinking how organizations see and act on risk. A former Chief Sustainability Officer at AstraZeneca and Zai Lab, Jim has spent his career helping leaders turn trust, ethics, and innovation into impact.
During this episode Jim shares how he’s advised boards, led bold ESG agendas, and built simple models that cut through the noise so leaders can act. Outside of work, he’s a traveller, a dad, and co-author of the Amazon #1 bestseller GeoKids. Jim’s all about turning big talk into bold action.
Timestamps to relevant points within the episode, use this format:
[00:00]- Introduction to Sustainability and Business Ethics
[03:05]- The Journey into Sustainability
[06:11]- Trust and Human Behavior in ESG
[09:14]- Navigating Certifications and Transparency
[12:07]- Focusing on Sustainable Development Goals
[17:57]- Innovation as a Catalyst for Change
[24:43]- Navigating the Land of Next: AI and Innovation
[31:43]- The Path to Net Zero: Understanding Emissions
[36:10]- Transformational Leadership: Bridging the Gap
[41:09]- Risk, Trust, and Fear: A New Framework for Action
Where can people find our guest?
Key Takeaways:
- Businesses must move beyond box ticking to create real impact.
- Trust and ethics are essential for sustainable business practices.
- Transparency is more valuable than certifications in building trust.
- Focusing on specific Sustainable Development Goals can drive meaningful change.
- Innovation should be viewed as a catalyst for sustainable practices.
- Human behavior plays a crucial role in the effectiveness of ESG initiatives.
- Risk should be seen as an opportunity for growth and change.
- Companies need to address core issues rather than just the fringe parts.
- The journey to sustainability often requires a shift in mindset.
- Building trust involves doing what you say you will do. AI is advancing faster than regulations can keep up.
- Participation in AI contributes to its advancement.
- Risk should be seen as an invitation to innovate.
- Companies often have outdated policies on AI.
- The fear of job loss due to AI is prevalent.
- Transformational leadership is essential for change.
- Focus on scope one and two emissions for net zero.
- Transparency in corporate goals is crucial.
- Action is necessary to address climate change.
- Understanding and addressing fear can lead to progress.
About the author, Mariska
Hi, I’m Mariska – podcast host, artist, sustainability advocate and consultant, and storyteller driven by a deep passion for our planet. Sustainability isn’t just a topic I discuss; it’s a way of life I embody through my work, actions, and everyday choices.
My journey began several years ago when I started experimenting with trash as a medium in my artwork. What began as creative curiosity quickly turned into a deep dive into the environmental impact of waste. That curiosity expanded into a broader connection with nature—including a life-changing trek to the summit of Mount Kilimanjaro, where I found both clarity and purpose. It was there that I made the decision to leave the corporate world behind and commit fully to environmental work.
In 2018, I took that message public in the UAE by wearing every piece of trash I generated for 30 days. The result—65 kilograms of waste—sparked national conversations around sustainability and waste reduction. That bold experiment also became the catalyst for my podcast, Mama Earth Talk, where I’ve since connected with global thought leaders to explore sustainability and inspire meaningful action.
Over the years, I’ve collaborated with organizations such as Nespresso, Costa, and Dubai International Airport to implement practical and impactful environmental solutions. From optimizing waste management systems to leading awareness campaigns, I specialize in designing strategies that create real, lasting change.
My artwork—blending environmental advocacy with creative expression—has been collected by public figures including comedian Trevor Noah, environmentalist Adrian Grenier, entrepreneur Gary Vaynerchuk, radio host Kris Fade, Grammy Award-winning DJ Black Coffee, and NBA player Mason Plumlee. Through public speaking, podcasting, and art, I aim to inspire individuals and organizations to rethink their relationship with the environment.
With over a decade of international experience in design and project management across Australia, South Africa, the UK, India, and the UAE, I bring a unique mix of creativity and strategic insight to sustainability challenges. My global perspective allows me to collaborate across cultures, drive innovation, and empower others to make a meaningful impact.
As a lifelong learner and passionate advocate, I focus on practical, holistic solutions to environmental challenges—guided by systems thinking and a deep commitment to action. I hold a BA in Design, a postgraduate degree in Environmental Science, and a Master’s in Sustainable Design.