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At the annual general meeting in October, IEMA CEO Sarah Mukherjee MBE unveiled key insights that are set to shape the future of the organisation.
The Future Purpose of IEMA project promises to redefine IEMA’s role in a rapidly evolving sector, focusing on a more inclusive and sustainable future for both the profession and the planet.
The project was prompted by IEMA’s unsuccessful bid for a Royal Charter. During that process, officials advised the organisation to assess whether its name and purpose were still fit for its ambitions. This led to a broader conversation with IEMA’s board, members and external stakeholders about the future of the profession, and the role of IEMA.
The project’s aim was twofold: first, to explore how IEMA’s purpose aligned with the changing landscape of environment and sustainability; and second, to assess whether its name, tagline and brand identity needed updating to better reflect its mission and members’ day-to-day jobs.
Discussions, consultations and workshops conducted over an 18-month period revealed that the profession has been transformed since IEMA’s inception 25 years ago. With 22,000 members in 125 countries, IEMA’s role has grown
in both scope and influence. The sustainability profession itself has shifted from a niche area to a mainstream agenda, deeply integrated into corporate, governmental and societal operations.
To ensure that IEMA remains relevant and impactful, an exhaustive consultative process was undertaken. This included more than 6,400 engagements with members, which were designed to be as transparent and inclusive as possible, ensuring every voice had the opportunity to be heard.
IEMA’s new brand model
One of the most significant findings was the need for IEMA to clarify its brand identity. Only 43% of members felt that the current name and brand fully reflected the organisation’s mission. Confusion persisted over the use of IEMA’s full name versus the acronym, and many members questioned whether it effectively captured the breadth of the sustainability efforts the organisation now supports. In research, members were overwhelmingly in favour of
IEMA continuing in its role as a professional body for sustainability, and championing not only environmental management but also the broader spectrum of sustainability, including the development of green skills and support for global sustainability careers.
The table above provides a basis for future brand work, including brand messaging and evolving our visual identity. It aims to explain why IEMA exists through defining what we do, how we do it and why we do it.
Proposed new name
In response to feedback, IEMA began exploring possible evolutions of its name. After testing several options, the clear frontrunner was the Institute of Sustainability and Environmental Professionals (ISEP).
This not only retains the legacy of the current organisation but expands its remit to better reflect the broader scope of sustainability.
The proposed change to ISEP was well received by members in testing, with a net promoter score (NPS) of +60, compared with IEMA’s NPS score of +30, indicating strong support.
No changes will occur until members have voted on the proposal, with a formal decision expected at an extraordinary general meeting on Monday 9 December 2024.
What’s next?
Alongside the process for voting on a new name, independent branding agency Spencer du Bois is developing the new visual identity, which you may have already contributed to if you completed the survey in November. The new visual identity is built from the brand model and will apply to both the new or current name, depending on the outcome from the member vote.
When the research concludes, there will be a staged process throughout 2025 to roll out the new brand (whether the name remains or evolves). More details will be shared in early 2025.
The Future Purpose of IEMA project marks a pivotal moment for the organisation. As IEMA prepares to potentially embrace a new identity, it will remain firmly rooted in its mission to support professionals working towards a sustainable future.
The recommended name ISEP encapsulates this mission, offering a modern, inclusive vision that aligns with the challenges and opportunities facing the sustainability profession in the years to come.
Members are encouraged to engage in the ongoing consultation process and have their say in shaping the future of their professional body.
Defining what we do, how we do it and why we do it
Key pillars
Sustainability, Transformation, Professional, Championing, Voice
Our purpose is
Transforming the world today for a sustainable future
We are
For professionals championing a sustainable future
Together, we are
The professional voice on sustainability, helping our members drive environmental and sustainable practices in businesses and societies around the world
Our approach
How do we do this?
We do this by leading the way in:
Diary date: Extraordinary General Meeting
Monday 9 December
10.30-11.30am GMT
Online (via Civica)
Information and the ability to submit proxy votes via email has been sent to you by our delivery partner, Civica. If you do not receive any notifications, please check spam or junk folders and email [email protected]
Starting her career with an illustration degree, Lisa quickly turned to communications strategy in Higher Education and cemented her experience with an MA in Advertising, Branding and Communication. She has led award-winning membership campaigns within the student movement and has built successful communications teams in organisations going through periods of transition. Former places of work include Diabetes UK, University of West London Students’ Union, and National Union of Students. Lisa joined IEMA in 2019 where she is responsible for making sure that members get great value from their professional body. Continuing her professional development, Lisa is a Member of the Chartered Institute of Marketing and an Associate member of IEMA. In her spare time, she runs two blogs with her partner, careergappers.com and lincolnandbeyond.co.uk, paints landscapes from her time travelling the world, and enjoys long hikes with her bouncy dog, Regan.
