A positive future powered by sustainability- let’s embrace it!

Hello everyone and welcome to our blog,

My name is Yolina Stoyanova and I am a final-year Marketing Management student at Lancaster University.

The last four years have had a tremendous impact on who I am today and who I aspire to be in future. An amazing placement year at Renault Finance, a tone of fantastic events and challenges – all proved to me how crucial it is to be a forward thinker. From the people who give me a new perspective and help me grow on a daily basis to walking through unimaginable doors of opportunities – both academically and professionally.  It all comes down to thinking in the long-term and realizing that everything we do today certainly affects tomorrow. This is how I altered my personal values and aroused my interest in sustainability as a catalyst for innovation and an integral part of business… and everyday life.

My hometown in Bulgaria is recognized as the heart of agricultural activity in the country and this has certainly instilled my deep respect for nature and its resources from a very early age.  2017 was an eventful year for the region as a big corporation announced its intentions to conduct hydrofracking for shale gas. Put in a simple way, this is an effective method of extracting natural gas resources which might lead to extremely unfavorable consequences over a 30-year time span – from infertility of the soils to contamination of the water.  What I found devastating in this particular case was how ignorant the corporation representatives appeared to be when asked about these long-term repercussions. Fortunately, all residents united and after holding a referendum the above intentions were halted.

I believe that we all have different areas of interest when it comes to emerging issues and the example I gave aimed at showing the power of unity for the transition to a more sustainable world – the overall mission of WBCSD as an organization that benefits from an impressive global network and interactivity between the different sectors.

It was not surprising that the majority of us focused on innovative sustainable solutions when given an assignment on an emerging industry and its global marketing proposal to prospective investors. I based my rationale for choosing e-waste management practices in developing countries on the alarming accumulation rate of obsolete electronic items – an outcome of the rapid uptake of information technology and consumers striving to keep up with the latest tech advances. Key elements of the proposal were the better implementation of the circular economy, extended producer responsibility and regulations as a bridge to high potential growth for companies along with improved health and environment conditions for the society.

Attending the 2018 WBCSD Liaison Delegate Meeting in Montreux with the rest of the proud LUMS representatives is one more unimaginable door opened for me and certainly a highlight of my Lancaster experience.  I feel extremely appreciative of this opportunity and I look forward to sharing more!

We live in a world of unintended consequences and sustainability focuses on the positive ones – it’s worth our attention, energy and capabilities- let’s invest them in the right way for the right purposes!

Thank you for reading and please stay tuned,



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