Sebastian Munden, the ex-Unilever UK&I GM, has joined Wrap, the circular economy NGO, as its new chair.
Munden, who left Unilever after 22 years this summer following Alan Jope’s restructure, joined the UK charity this week. He replaces Julie Hill, who left on Friday.
At Unilever, Munden was hailed for his commitment to cut plastic and tackle packaging waste. Having worked closely with Wrap for a number of years, he said it was the opportunity to guide and spearhead its further development that persuaded him to take on the role, as part of the non-exec portfolio he hopes to build.
Wrap works with businesses, individuals and communities to achieve a circular economy, by helping them reduce waste, develop sustainable products and use resources efficiently. And Munden singled out three reasons for taking on the role.
“First, I really liked Wrap’s message of optimism, and its promise that solutions are possible to tackle climate change. At the same time I liked its pragmatism. The things Wrap does are super practical. I love that. And finally, as a marketeer, it appeals to me, the challenge of using behavioural science, and the power of marketing, to achieve lasting change.
“Wrap is the whole package: one of the few places with real expertise in tackling climate change, due to its experience working with the UK and other British governments. It’s highly respected for its fact-based approach, and has developed a playbook. And one that it’s now taking overseas, which offers a big clue as to the pent-up quality of advice it can offer.”
In his role, working two days a week on a four-year renewable contract, Munden will need to recruit a CEO, with Marcus Gover standing down from the 230-staff charity earlier this autumn. Dr Richard Swannell, who’s worked in a number of director-level roles in a 17-year career at Wrap, has been made interim CEO while a replacement is found.
But his main role would be as an enabler and facilitator, he said, thanks to his understanding of the world of the retailers and brand owners, using his contacts “to bring people together around what really matters, and help everyone understand, but with the added impartiality of no longer representing a specific company or brand.
“Tackling climate change is a collaboration sport. And my job is to scale up the impact of Wrap’s work, finding points of leverage, so the knowledge base can be delivered at scale.”
Munden added that while legislation was ”extremely useful at establishing a standard” it was also useful “for businesses to compete on sustainability to serve the market better. You can’t legislate innovation into existence.”
With the government currently reviewing some of its impending legislation owing to the cost of living crisis, Munden also felt there were opportunities for Wrap to play a role in ensuring that, while schemes like EPR establish the principle that the brand owners pay, ”the full focus of those who are paying to get out of it the materials they need are satisfied”.
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