Leading with Purpose

At a time when many professional services firms are scaling back their sustainability ambitions, Azets is moving in the opposite direction. Azets, an international accountancy and business advisory group, which operates across the UK, Ireland and the Nordics, has embedded ESG (Environmental, Social and Governance) into its business strategy and is investing for the long term.

We spoke to Claire Jepras, Group Chief People Officer and executive lead for ESG at Azets, to understand why the firm is doubling down and what that means in practice. 

Because we believe it’s the right thing to do for our people, our clients, our investors and future generations, who all expect us to lead, not follow. While others may be stepping back, we’re pressing ahead with purpose and pace.

Our clients are factoring ESG into buying decisions more than ever, especially in regulated and public sector environments. Our people care deeply about these issues, and we know that because we ask them regularly through surveys, listening sessions and direct feedback. And our investors share our conviction. They want to build a business that delivers long-term value and sustainable impact. 

Authenticity is one of our core values at Azets, and that means aligning what we say with what we do. The publication of our first ESG Impact Report earlier this year was a key milestone in holding ourselves accountable and being transparent about where we are and where we’re going.

A combination of leadership, values and long-term opportunity. There’s certainly a commercial dimension to ESG – that’s true for any forward-thinking firm. But the real driver for us is cultural. We’re building a firm that we want current and future colleagues to be proud of.

We also see an opportunity to lead. The accountancy and advisory profession has been slow to act in some areas, particularly when it comes to diversity, equity and inclusion. We’re not claiming to have all the answers, but we are prepared to lead by example and help shift expectations across the sector. 

Not at all. Our leadership team and investors were unanimous in their support. In fact, the recent shift in tone from some other firms only made us more determined to be bold and clear in our messaging.

The work itself was already in flight, from carbon footprint reduction to inclusion programmes to supplier engagement. What we’ve done over the past 12 months is bring it together under a single strategy, with defined ownership, governance and reporting. 

We’re realistic – this is complex work and we won’t get everything right the first time. But we’ve set out a clear ambition and a set of focus areas that reflect where we believe we can make the biggest difference.

That means reducing our environmental footprint, from the energy used across our offices to the emissions generated through business travel. It means driving greater diversity in leadership and creating a culture where everyone can thrive, regardless of background. We’re committed to supporting the wellbeing and development of our people, whether through enhanced parental leave, early careers pathways, or broader support mechanisms. And we’re working with clients, suppliers and communities in ways that reflect our values and our responsibilities as a business.

Our report includes baseline data and specific KPIs to help us track progress year on year. And importantly, we’re embedding ESG into decision-making – not treating it as an afterthought or standalone project.

Absolutely. ESG is increasingly high on the agenda for our clients – particularly those in regulated sectors, listed businesses, or those working with government. But even owner-managed businesses are asking more questions about their sustainability impact, their workforce wellbeing, and their governance standards.

That said, economic pressures can make it difficult to prioritise ESG investment, especially for smaller businesses. That’s where advisers like us can help, not just through the example we set, but through practical, proportionate advice that helps businesses improve without being overwhelmed.

We’ve also seen a marked increase in ESG-related tender questions, particularly in the public sector. Expectations are rising and we want to be ready. 

It starts with clarity. We’ve defined what ESG means for Azets and what we’re focused on – not just in terms of compliance, but in terms of impact. That framework helps us balance different stakeholder needs.

For example, our investors are looking for long-term value creation, and we believe ESG is essential to that. Our clients want advice they can trust, from a partner that’s aligned with their values. Our people want to work somewhere they feel supported, included and proud to represent. 

There’s growing evidence that businesses who lead in these areas outperform in the long run. So this isn’t about trade-offs. It’s about integration – building a business that’s fit for the future.

This is a long-term journey, and we’re just getting started. Over the next year, we’ll be rolling out more localised ESG action plans in each of our regions, supported by central governance. We’re investing in data and systems to improve our tracking and reporting. And we’ll continue to embed ESG principles into recruitment, procurement, client service and leadership development.

We’ve also introduced values-based leadership behaviours across our firm, which play a big role in embedding ESG into how we lead and manage. This is about making sure our values show up in the way decisions are made every day, not just in reports and presentations.

I’d say this: ESG is not going away. If you want to stay relevant, competitive and credible, it’s something you have to take seriously. Clients, talent, regulators and investors are watching – and they want to see action, not just words.

Every firm will approach this differently. But the most important thing is to start and to commit. Waiting for a ‘perfect’ moment or business case means missing the opportunity to shape the future.

At Azets, we’re choosing to lead. We’re not perfect – but we’re serious, we’re invested, and we’re not slowing down. 

Find out more at www.azets.com