Sustainability
comes down to transparency. Reporting on emissions, setting targets, and getting these audited are all steps on the journey – and while it’s still early days, momentum is already building, particularly among organisations that are future-focused.
How can we move beyond ‘green washing’? We are already beyond this; if anything, it’s gone the other way, and now there’s a green-hushing problem. Companies are afraid to share the progress they’re making towards Net Zero for fear of it not being seen as enough, not being perfect, or not focusing on the ‘right’ things. Marketing is an important aspect of sustainability. Companies want to share the progress they’re making but are wary of being accused of ‘greenwashing.’ We are starting to see more support emerge in response to this, through membership bodies, conferences, and webinars. Device manufacturers need to be confident in the data they make public and any claims they make. Much of this comes back to being transparent about where and how the data is collected. To fully understand whether a supplier is
really committed to sustainability or just ticking a box, procurement teams can ask to see their Evergreen score. This is a new initiative
About the authors
Graeme Cameron Graeme is CEO of Pennine Healthcare, a UK based manufacturer and distributor of medical devices critical to the protection and improvement of life.
Graeme took up this role at the transition stage of Pennine Healthcare becoming Employee Owned in 2021. Previous to Pennine Healthcare, Graeme was Managing Director of B Braun Avitum and was Head of the B Braun Hospital Care Division & Veterinary Division. B Braun is a global service provider and supplier of medical technology and pharmaceuticals. His function incorporated sales, marketing, manufacturing and operations. Alongside this role, Graeme was part of the B. Braun UK Group Board, Executive Committee and Global Network Teams. Outside of Pennine Healthcare, Graeme sits on
the Board of the Association of British Healthcare Industries (ABHI) and is also Vice Chair of their Commercial Policy Group, which has a focus on
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realising value-based procurement within the NHS, so that technology and innovation can drive improved patient outcomes. Graeme also chairs the Advisory Panel of the
Derby County Community Trust Princes’ Trust SCORE programme, supporting young people into careers within Health and Social Care, and he sits on the University of Derby Business, Law & Social Sciences Advisory Board.
Dan Wilson Dan is the Head of Marketing & Communications at Pennine Healthcare, a UK based manufacturer and distributor of medical devices critical to the
protection and improvement of life, having joined the company in 2020. As the Head of Marketing and Communications,
he leads a high-performing team of dedicated professionals, driving strategic initiatives to enhance brand visibility, optimise customer engagement, and fuel revenue growth. With a
commitment to sustainability, innovation and a results-oriented approach, Dan collaborates with cross-functional teams to achieve collective goals and contribute to the success of Pennine Healthcare and the MedTech industry as a whole.
Rich Shaw Rich is the Sustainability and Commercial Lead, at Pd-m. His role within the design consultancy is to champion sustainability, ensuring the products being developed are
environmentally conscious yet highly commercial. In recent years, Rich has been helping
HealthTech companies in responding to the drive for carbon reduction, unlocking opportunities to reduce cost and emission, while building a competitive edge. Using his background in design and product management, Rich is focused on using process driven methods to quantifiably review products, identify ways they can be optimised for long-term success, while supporting a pathway to Net Zero.
where suppliers can score 0-4 – with the higher marks only achievable with companies taking significant action towards their carbon reduction activities. The HealthTech sector is 80% SMEs and these are the organisations, which are really just starting out on the Net Zero journey, and so it’s understandable that they will currently have lower scores. We will see those who are embracing sustainability, making it a
core part of the business, begin to score higher in the coming years.
Achieving recognition for sustainability Pennine recently won the Medilink Midlands Sustainability Award for 2024 - beating stiff competition from within the HealthTech arena. This achievement was underpinned by the
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