Driving sustainability through collaboration

This article originally appeared in the April'25 magazine issue of Electronic Specifier Design – see ES's Magazine Archives for more featured publications.

Bardasuc’s journey is one that is driven by a desire to connect people and technology in ways that create impact. As a Professor and researcher within STEAM School on topics such as Transformation of Business Models, Marketing and Communication at Universidad Europea in Madrid, she has dedicated her career to bridging academia and industry, mentoring entrepreneurs, and advising companies on digital transformation.

“What really inspires me is the potential for collaboration to solve complex challenges,” she said. This mindset led her to co-found The SWC with Edmund Bradford, a UK-based educator and entrepreneur. The SWC is a global programme and competition designed to help businesses and individuals integrate sustainability into their strategic decision-making.

The strategy of kindness: a competitive advantage

At the heart of Bardasuc’s approach is the strategy of kindness – a concept built on three pillars: competitive advantage, collaborative leadership, and creating networks. “I’ve seen how trust and empathy transform outcomes,” she explained. “Kindness isn’t just a personal value; it’s a strategic advantage.”

Her experience working across industries, particularly in simulated environments, reinforced the idea that compassion and shared goals lead to better results. She observed how rigid silos and short-term business strategies often overlooked the human element, creating barriers to meaningful progress. By integrating kindness as a guiding principle, she has built trust-based relationships and impactful ecosystems. “We start with competitive advantage and then see how we can integrate kindness within that,” she said.

A new way to engage with sustainability

The Sustainability World Cup brings these ideas to life by providing an interactive, gamified platform where participants – ranging from students to corporate teams – compete using the Sustain2Win simulation. They direct virtual companies, making strategic decisions that balance profitability with sustainable outcomes. “It’s more than a training programme; it’s the first step in creating a community of change-makers,” Bardasuc explained.

By encouraging collaboration across industries and disciplines, the competition encourages participants to learn from each other while working towards a common goal. “We are competing, but it’s a good competition,” she said. “The strategy of kindness ensures that this ecosystem thrives on empathy and shared purpose.”

Real-world impact and long-term change

Despite its relatively recent launch in 2024, The Sustainability World Cup has already made a tangible impact. Participants have applied their learning to real-world sustainability projects, formed partnerships across sectors, and even advanced their careers. “We’ve seen participants admitted to master’s and research programmes, invited to international events as speakers and change-makers,” Bardasuc said. “The ultimate goal is to create a cultural shift where sustainability becomes a natural part of decision-making and leadership.”

The competition is structured to mirror the way professionals develop expertise – similar to how racing drivers use simulation training to hone their skills. “You learn, analyse data, adapt to rapid changes, and when you’re ready, you go out and make an impact,” she said.

Women in sustainability and leadership

As a woman leading an initiative in sustainability and innovation, Bardasuc has approached challenges by focusing on expertise, collaboration, and delivering results. “I haven’t really seen them as challenges, per se,” she reflected. “Staying true to my values and fostering trust has helped turn challenges into opportunities.”

She is also committed to encouraging more women to enter the fields of sustainability and STEM. Through The Sustainability World Cup, the Sustaining Success podcast, and her academic work, she is consistently looking for ways to amplify voices and create platforms where diverse perspectives are celebrated. “We’re not just creating opportunities; we’re inspiring the next generation of change-makers,” she said.

The competition’s intentional focus on inclusivity has resulted in a diverse network of participants, mentors, and judges, demonstrating that sustainability leadership is open to all. “We set out to discover the best sustainability leaders of tomorrow, and our participants are showing that leadership takes many forms.”

Looking ahead

With 2025 shaping up to be its most impactful year yet, the Sustainability World Cup is expanding its reach. “We’ve built new partnerships in motorsports, Industry 4.0, AI, and sustainability,” Bardasuc shared. “We’re using networking software, introducing even more innovative training, and creating a larger stage for sustainable innovation.”

The competition pre-launch forum took place in March, and the event kicks off in April 2025, offering a global platform for individuals and organisations to engage with sustainability in a dynamic, competitive, and constructive way. The award ceremony will take place in June and there will be a celebration at the Digital Enterprise Show in Malaga, recognising the achievements of participants who have turned sustainability from a theoretical concept into a real-world strategy.

Bardasuc’s message to readers is simple: sustainability is for everyone. “We’d love to hear from people about how they are implementing sustainability in their work, how they see the future of sustainability and digital transformation working together,” she said. “We’ve learned so much from different sectors, industries, and academic institutions, and we want to continue building on that.”

For those looking to make their mark in traditionally male-dominated industries, Bardasuc offers some clear advice: “Lead with confidence, stay curious, build relationships based on trust and collaboration, and remember that success isn’t just about individual achievements. It’s about lifting others too.”

The Sustainability World Cup may be a competition, but its true success lies in the connections it creates, the leaders it empowers, and the lasting change it inspires.