DESIGN WOMEN IN TECH Driving sustainability through
collaboration
Sustainability is often framed as a technical challenge – one that requires innovation, regulatory compliance, and corporate investment. But for Leila Bardasuc, Co-Founder of The Sustainability World Cup (SWC), sustainability is just as much about people as it is about technology. Through her work, Bardasuc has championed a more holistic approach, one that embraces collaboration, empathy, and what she calls "the strategy of kindness."
B ardasuc’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
By Sheryl Miles, Associate Editor
16 ELECTRONICSPECIFIER.COM
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