All content contained within this issue was correct at the time of publication in November 2025.
CLAIRE SWINDELL Client Engagement Director
LAURA WILLIAMS Marketing & Comms Exec
DAN LANGFORD Founder (Wales Week London)
ROSIE HART Frontend Developer
SARAH JABALLAH Client Experience Manager
CATHERINE TIMSON Automotive Lead
EMMA WILLIAMS Chief Operating Officer (Sero)
HANNAH MCCAMBRIDGE Client Support Representative
FERN COSLETT Client Support Manager
WELCOME
Autumn has kicked off with strong client engagement across our UK network. Since September, three more leading housing associations have chosen Spindogs as their digital partner, and we’ve enjoyed sharing our expertise with like-minded teams across the sector.
Our AI work continues to mature. We’re helping organisations put practical AI policies, usage guidelines and tailored training in place, aligned to their teams and culture. We’re also testing pilot tools, including a tender-writing assistant and a fundraising application tool for the third sector. Alongside this, we’re applying AI to our own workflows to drive efficiencies and evaluate tools that may benefit clients - always with a human in the loop.
This autumn’s event and webinar series focused on accessibility, AI and digital marketing, shaped by your feedback on what matters now and what’s next. The spring series will build on these themes and explore brand and digital sustainability.
In this issue, you can read about our commitment to sustainability (p.28) in an article from our Sustainability Steering Group lead, Hannah McCambridge. There’s also an interview with our longtime friend and client, Emma Williams, Chief Commercial Officer at Sero, where Claire, our Director of Client Engagement, discusses how Sero are decarbonising social housing (p.10).
If you’d like to chat about any of the articles, I’d love to grab a coffee and hear your thoughts.
LIAM GILES Managing Director
CHAT
EMMA WILLIAMS
BUILDING GREENER FUTURES: EMMA WILLIAMS SHARES HOW SERO ARE DECARBONISING SOCIAL HOUSING
Sero is on a mission to make homes across the UK warmer, healthier, and more affordable while tackling the urgent challenge of climate change. I sat down with their Chief Commercial Officer Emma to find out how the company is transforming the social housing sector through innovation, partnership, and a resident-first approach. From large-scale retrofits to equitable energy solutions, Sero is proving that sustainability and social impact can go hand in hand.
Like many start-ups, the path wasn’t straightforward. Sero initially set out to be a green house builder, constructing carbon-neutral homes from the ground up, but as the business evolved it shifted focus to where it could have the greatest impact.
And the purpose runs deeper than carbon. “We want to help residents live in warmer, healthier homes that cost less to run,” explains Emma “It’s about improving quality of life as much as it is about saving the planet.”
CLAIRE SWINDELL
A MISSION WITH MOMENTUM
In those early years, Sero’s focus sharpened on social housing, which accounts for 5.3 million homes in the UK, offering social landlords longterm, strategic solutions that align with environmental and social goals.
The UK has committed to achieving net zero carbon emissions by 2050, and social housing plays a critical role in this transition. To meet this goal, the industry not only needs to decarbonise its 5.3 million homes by 2050, but around 1.6 million will need to reach an EPC rating of C by 2030. These goals remain daunting, given the limited budgets and rigid financial structures of local authorities and housing associations. With over 5.3 million social homes in the UK, many of which are old and inefficient, the scale of decarbonisation needed is staggering.
Social housing providers also face unique financial pressures. Rent caps and strict regulations limit their ability to generate extra revenue, meaning progress depends heavily on government grants and structured funding. “The problem is that funding only goes so far,” says Emma. “And it often depends on postcode lotteries, where some residents may benefit while others in identical homes miss out. That’s not equitable or sustainable.”
RETROFITTING FOR A SUSTAINABLE FUTURE
“Our aim is to make decarbonisation scalable,” Emma explains. “We work closely with large housing associations and local councils to deliver these solutions community by community.”
A major new project in London is a great example of this approach. With contracts signed for an area containing 13,000 homes, Sero’s team will be embedded within the community for years, creating tangible, long-term impact. “It’s about partnership, not quick wins, we want to be part of the community’s journey, today and tomorrow.”
PUTTING RESIDENTS FIRST
What really sets Sero apart is its resident-first approach. “We always start from the perspective of the person living in the home,” Emma says. “Our social landlord partners are our customers, but as soon as the project begins, their residents become our customers too.”
This customer-centric mindset shapes everything from design to communication. The technology may be advanced - solar generation, battery storage, and heat pumps etc. but it needs to be understood and trusted by those whose homes are being transformed. “We’re asking people to let us into their homes to install unfamiliar technology, that’s both disruptive and intrusive, so we have to build trust.”
“In the past, it was easy for residents to understand: replace your boiler, lower your bills,” Emma explains. “Now we’re talking about £15,000£20,000 retrofits with multiple technologies. People naturally have questions and we need to support and educate them through that.”
TACKLING INEQUALITY THROUGH ENERGY
Sero’s model is designed to create fairness across communities. In traditional retrofit programmes, only some homes benefit directly from solar or other upgrades, often determined by technical eligibility. Sero is working to change that in the communities where it operates. “If we install solar panels on the south-facing side of a street, we can use that generation to offer cheaper electricity to residents on the north side too, even if their roofs aren’t suitable for solar. That way, everyone in the community benefits.”
This equitable model reduces fuel poverty and creates collective gains. It’s not just about technology, it’s about fairness, access, and community resilience.
FINANCING THE FUTURE
While government grants play a vital role, they can’t fund everything and so Sero is also bridging the gap by introducing innovative finance models to social landlords. Through long-term project finance, structured over 20-30 years, landlords can invest in sustainability without breaching regulatory limits on rent or spending.
“This blended finance approach combines grant funding with investment capital,” Emma explains. “It’s about creating shared savings where the clean energy generated helps repay the investment, while residents still enjoy reduced bills. Everyone wins.”
This approach has helped Sero attract new partnerships, by combining technical delivery, financial structuring, and resident engagement, the company provides a fully integrated solution rather than piecemeal consultancy. “We don’t make money until there’s real action,” says Emma. “We’re biased towards getting things done, not just talking about it.”
STRATEGIC THINKING AND LONG-TERM IMPACT
Sero also works with housing providers to embed sustainability into asset management cycles. Many social landlords follow fixed replacement schedules for roofs, windows, and kitchens, whilst Sero encourages their clients to integrate decarbonisation measures, such as installing solar panels when scaffolding is already up, saving both time and money.
“It’s about thinking strategically,” Emma says. “Don’t treat sustainability as an extra. You should combine budgets and do it once, properly. If the funding’s not there, we can help you find a partner who can make it possible.”
EARLY ADOPTERS IN UNLIKELY PLACES
In many industries, early adopters of new technology are wealthy consumers, and Sero is able to flip that narrative. “We’re bringing cuttingedge tech; batteries, solar, smart energy systems, to people who’d normally be last in line,” Emma says. “That’s both exciting and humbling.”
The ripple effect is just as powerful, with early adopters sharing their positive experiences, encouraging neighbours to join. “It’s community advocacy in action,” Emma says. “People see lower bills, healthier homes, and they talk to their friends and neighbours about it.”
Working with diverse communities also brings communication challenges. Residents vary in income, background, and understanding of energy systems, so engagement strategies must be inclusive and accessible. “Our job is to make something complex easy to understand,” Emma explains. “We’re not just installing equipment, we’re empowering people and I’m proud of the team for their efforts in prioritising this within the projects.”
A PURPOSE-DRIVEN TEAM
For Emma, who has held a number of senior marketing and commercial roles within the technology sector and financial services, the move to Sero was as much personal as it was professional. “I wanted to do something that mattered and something that left a legacy,” she says. “and Sero has given me that chance.”
Emma describes the company culture as one built on expertise, passion, and purpose. “It’s not just talk. Everyone here is genuinely committed to making a difference and it’s incredible to work with people who are all pulling in the same direction.”
Emma admits that the sector is complex and heavily regulated, and progress can be slow, but she thrives on the challenge. “It’s about doing the right thing, not the easy thing,” she says. “Being brave, taking risks, and pushing boundaries for the greater good.”
SAVING THE PLANET, ONE HOME AT A TIME
For Emma, the environmental mission is deeply personal. “My kids made me think differently,” she says. “I want to be part of something that leaves a legacy for them, and their children. I want to be able to look back and know I did something.”
Emma is unapologetically passionate about the cause. “Yes, we’re saving the planet, and I’m happy saying that, I know it’s attention-grabbing but it’s true! Every retrofit, every battery, every solar panel installed makes a difference.”
LOOKING AHEAD
As Sero scales up, the focus is on managing rapid growth without compromising quality. The company already works with housing associations managing more than 80,000 homes, and new investment will help it expand further. “The demand is huge,” Emma says. “Sometimes we have to ask clients to slow down so we can deliver properly.”
Recruitment is another priority, but one Emma feels confident about. “Sustainability is a magnet for talent, as people want to work for purposeled companies. As a certified B Corp from day one, we attract people who genuinely want to make a difference.”
“I’ve always believed in bringing together people who challenge and inspire me, the team we have is brilliant and I’m so proud to work alongside them and achieve what we are achieving together.”
A VISION FOR IMPACT
Sero’s journey from startup to social impact leader shows what’s possible when business and purpose align. By combining finance, technology, and human empathy, the company is proving that decarbonisation can be both equitable and achievable.
At its core, Sero’s mission remains clear, to help residents live in warmer, healthier homes, reduce energy costs, and protect the planet, one community at a time.
WHERE WALES MEETS LONDON, WHEN LONDON CELEBRATES WALES
DAN LANGFORD, WALES WEEK LONDON
CLAIRE SWINDELL
As 2026 marks the 10th anniversary of Wales Week London, Claire sat down with co-founder Dan Langford to find out the catalyst for what has fast become the go-to programme for all businesses that have a link to Wales.
10 YEARS AGO YOU LAUNCHED THE INAUGURAL WALES WEEK
LONDON PROGRAMME OF EVENTS, WHAT WAS THE SPARK FOR THE BRAND’S CONCEPTION?
Mike Jordan, my co-founder at Wales Week, and I, discussed the idea of a Wales Week London during a car journey coming back to Cardiff from London, after attending a business event, and immediately started to talk to people and organisations about this new annual events programme we were going to build across London, around the time of St David’s Day each year.
WITH A COMBINED EXPERIENCE OF OVER 50 YEARS IN BRAND AND MARKETING AND RELEVANT RESOURCE AT YOUR FINGERTIPS WERE YOU ABLE TO LAUNCH PRETTY QUICKLY THEREAFTER?
Yes, we quickly set about preparing a brand, a website and launched a few weeks later! By early December 2015, there were some 15 ‘St David’s Day’ events already on the website, most of which already took place each year in the capital – but we could never have imagined how it was to grow very quickly from there. By the time we got to mid-February, just before Wales Week commenced, the programme had grown to some 54 events taking place in that first year, with nearly all the additional events being new ideas, by organisations wanting to be part of this new thing called Wales Week London. This was a clear signal, although we didn’t recognise it then, that serious momentum was building around the initiative, which simply hasn’t abated after nearly 10 years.
We promoted Wales Week as ‘Where Wales meets London, when London celebrates Wales’, and unashamedly set about building a Wales Week brand that is high energy, creative, noisy, full of talent, confident, friendly, diverse, imaginative, professional, versatile, colourful, bold and accessible to all.
THIS CONCENTRATION OF WELSH NOISE ACROSS ONE OF THE WORLD’S LEADING CAPITAL CITIES FOR TWO WEEKS, EVERY YEAR, MUST BE EXTREMELY REWARDING?
Its growth has been informal and organic, and that definitely adds to the pride we feel in the event – we don’t curate the events schedule, it falls into place each year all on its own, with event organisers populating the programme quite naturally and easily, and the 2025 schedule had over 130 events. Again, adding to the personality of the Wales Week brand; keeping it friendly, accessible, colourful, varied and accommodating, it is very rewarding.
Wales Week has evolved to be the time of year when we celebrate our heritage and culture, commemorate our national day, and importantly, promote a modern Wales to rest of the world. And each year the events programme has grown, the number of our partners has grown, and our audiences have grown.
Wales Week is the largest annual programme of events celebrating and promoting Wales and working with a fantastic army of volunteers drawn from the diaspora around the world, we have seen Wales Weeks take place in various cities across the USA, across Europe, elsewhere around the UK, in Australia and even in Kyrgyzstan.
I KNOW YOU ARE PASSIONATE ABOUT HELPING TO PUT WALES ON THE MAP AND NEXT YEAR HERALDS THE ACHIEVEMENT OF 10 YEARS OF THE WALES WEEK INITIATIVE, WHY DO YOU THINK SO MANY ORGANISATIONS AND INDIVIDUALS ARE INVESTED IN WALES WEEK?
I think, in part, this goes back to the values and personality of the Wales Week brand. There is most certainly a buzz, an infectious energy, some genuine momentum and terrific positivity around Wales Week, which clearly attracts people and their organisations to look to participate in and leverage in some way. And interestingly, their important contributions in turn, fuel the Wales Week brand further, helping to create something even more energising and impactful.
I guess there’s also an element of good faith and a shared commitment about their involvement; each contributor knows that by getting involved, together they are creating something much bigger, about and for Wales, than the sum of the individual parts. Which in turn helps to create an even better platform from which they can showcase their organisations. It’s like a community – a Welsh community having the confidence to trust in itself – and generating a huge amount of fantastic Welsh noise; together promoting Wales in so many ways.
I often talk of ‘brand’ being about ‘behaviours’ – perhaps their shared contribution has become a meaningful manifestation of our overall Welsh brand; of the people and institutions of Wales. Food for thought, certainly.
We often say that the success of Wales Week is down to the contributions of all those who get involved; they offer their good will, imagination and energy – and we find their collective contribution truly humbling.
2025 SAW BRANDS ACROSS MULTIPLE SECTORS HOST OVER 130 EVENTS, WITH SPONSORS SUCH AS PWC, BAD WOLF, ADMIRAL AND ASTON MARTIN SUPPORTING THE PROGRAMME. YOU MUST BE THRILLED WITH HOW THE EVENT HAS DEVELOPED OVER THE YEARS, HAS IT SURPASSED YOUR EXPECTATIONS?
Absolutely, we never envisaged what Wales Week would become – we certainly didn’t plan on the enormous effort that is now required each year either! And so trying to pull everything together, over and above our ‘day jobs’ is a pretty hefty undertaking. But the reward of seeing it all come to life, and to experience the response by so many people and organisations each year is fantastic. The fact that in every KPI we see growth, year on year, reminds us that it’s such a worthwhile and well-received initiative.
But like I said earlier, it is a result of the amazing contributions from all stakeholders; our partners, event organisers and those who attend the events each year.
I must add, that we can’t understate the importance of all our sponsors; we simply couldn’t function without their ongoing support.
WHAT CHALLENGES AND OPPORTUNITIES WERE MOST DISCUSSED AT THIS YEAR’S EVENTS BACK IN THE SPRING? WERE THERE ANY TRENDS OR THEMES ACROSS THE PROGRAMME?
Every year the programme is really varied, and the events at Wales Week London 2025 covered themes, industries and sectors such as ed-tech, life sciences, business services, various sports, Welsh art and craft, concerts and music, Welsh language, film, creative services, green energy, leadership, fintech, inward investment, theatre, digital, cyber and AI, comedy, international relations, Welsh food and drink promotions, architecture, archaeology, mental health, and much more.
Photo credits: Sophie Jordan
WHAT DOES THE FUTURE HOLD FOR WALES WEEK LONDON?
Well, we must keep it going for sure. We must maintain the momentum that’s already established, keep the programme evolving, continue to listen to all our stakeholders, and develop our communications to generate more ‘noise’, each year.
Refreshing our promotions and brand position to attract as many newcomers as possible to join us, and experience first-hand what a vibrant, confident, inspiring community across every business and creative sector we have in Wales, and why people and businesses from elsewhere should engage with us – this is what we will continue to focus on – responding to others and no complacency.
2026 will see us mark our tenth anniversary, and whilst celebrating this commendable milestone, we will need to use the occasion to kickstart the next ten years. Wales Week firmly plays its part in the promotion of Wales and therefore it has an important responsibility to continue doing so, and in the most meaningful and impactful way as possible.
AS WELL AS WALES WEEK LONDON, YOU ARE ALSO MANAGING DIRECTOR OF THE SKILLS CENTRE AND HOLDER OF SOME OTHER NON-EXECUTIVE ROLES, YOU MUST BE EXTREMELY BUSY!
Ha, well I certainly have my work cut out with The Skills Centre and Wales Week, and so trying to keep ‘doing my bit’ preoccupies me constantly.
The Skills Centre is one the UK’s leading construction training businesses; the demand for its programmes across the UK ensures that we are exceptionally busy and our delivery relies on an entrepreneurial, versatile, and innovative team of people, who are comfortable working at a fast pace, and who remain 100% focused on our mission to transform lives and
open up opportunities for communities across the UK. Quite simply, I am learning every day from the people working around me; their resilience, flexibility, responsiveness and professionalism is inspiring, and something we try very much to emulate when driving Wales Week forward.
Working as a non-exec on boards across both private and public sectors, whilst hoping very much that I make a worthwhile contribution, also gives me the opportunity at board level to learn from some amazing people, with a range of experiences and incredible expertise. I would encourage anyone to consider taking on a non-exec role if they can, what you can offer may be invaluable to an organisation, and what you learn and pick up from others most certainly is.
If I can continue to make a worthwhile contribution, and the reaction from those around me indicates that I am doing so, then I’ll be more than happy with that.
Wales Week London 2026 will take place from the 21st February to the 7th March and more details can be found at www.walesweek.london or using the QR code below.
Scan the QR code to find out more about Wales Week London. Alternatively, visit www.walesweek.london
20 BROMFORD
Discover how we partnered with Bromford to deliver an accessible, community-led website on Umbraco, boosting self-serve journeys and engagement.
24 BESPOKE SYSTEM DEVELOPMENT
Find out how we’re partnering with global brands to unlock valuable data with bespoke digital platforms. IN THIS SECTION:
WORK
BROMFORD CHAMPIONS COMMUNITY, ACCESSIBILITY AND COLLABORATION
SARAH JABALLAH
SERVING ITS COMMUNITY
Bromford wanted to do more than update their website. With Umbraco 7 approaching end of life, there was an immediate technical driver. But more importantly, Bromford’s existing site was under-serving its audiences.
Customers reported difficulty navigating the content, confusing overlaps between the main site and the customer portal, and a lack of clear self-serve options, feedback that is not uncommon within the sector, with how swiftly customers’ digital expectations have evolved in recent years.
Through customer workshops and a survey with over 1,800 responses, it became clear that people valued Bromford’s stories, videos and community focus, but wanted much more. They asked for accessible navigation, better signposting for repairs, payments and complaints, clearer communication, and content that represented their communities, and Bromford not only listened but acted swiftly to satisfy their community.
“From the first meeting, the two organisations shared the same vision, that customers deserved a digital experience that truly served their needs and content that reflected their communities with pride. We were thrilled to be chosen as their agency partner as the shared values and intentions, and commitment to having the audience central to every decision, meant we knew the outcome would be successful from the start.”
Andrew Skinner, Head of Client Engagement, Spindogs
A PEOPLE LED DISCOVERY PROCESS
Spindogs ran an in-depth discovery process that placed customer voices at the heart of the project. We mapped detailed user journeys for key needs such as reporting repairs, paying rent, finding community support, and contacting neighbourhood coaches.
3 priorities shaped our solution:
• Highlighting Community Involvement Customers wanted to see themselves on the site. We introduced more space for customer stories, local updates, statistics that show community impact, and areas to showcase investment in neighbourhoods. This helped address stigma around social housing and gave customers a sense of belonging.
• Accessibility and User Experience
“I can’t easily find appropriate forms and have to use general contact forms” - A Bromford customer. The new site was designed and built with accessibility and clarity at its core. Navigation is simple and intuitive, supported by high-contrast visuals, accessible typography, and a prominent search function. We streamlined user pathways, making it quicker to reach the portal, and introduced flexible content blocks so Bromford can keep information accurate and up to date. New and improved forms, combined with clearer navigation, mean customers can now find exactly what they need more easily, helping them access the right support faster.
• Collaboration Between Communications and Project Teams Bromford’s Communications Team worked closely with the related Project Team to co-create a consistent tone of voice, design hierarchy, and visual approach. Together, they developed a content strategy that balances brand personality with stakeholder needs, ensuring the site is both visually appealing and practical to maintain.
ACCESSIBILITY AT ITS HEART
The new Bromford website delivers on the organisation’s ambition to be best in class and to serve their communities in meaningful ways.
The Bromford website is now:
• Community centric: Customers see themselves reflected in stories, images and data that celebrate their achievements and experiences.
• Accessible and intuitive: People can now find information quickly, selfserve with confidence, and navigate seamlessly across devices.
• Collaborative and cohesive: The partnership between Bromford’s Communications Team and project teams produced a site that looks fresh and engaging, while staying grounded in stakeholder and resident needs.
• Future ready: With a flexible CMS, clear measurement strategy and phased roadmap, Bromford is equipped to evolve its digital presence alongside the needs of its communities.
• Accessible by design: The site has been developed to meet WCAG 2.2 Level AA standards, ensuring an inclusive experience for all users. This means the site has been carefully structured and tested to provide a consistent, usable experience for people with a wide range of needs, helping to ensure that information and services are accessible to everyone.
“Our community told us what mattered: clarity, accessibility and choice. We listened, and together with Spindogs rebuilt the journey end‑to‑end. The result matches the ambition that set us off, an experience that respects people’s time. With clearer signposting, fewer dead ends and a truly accessible design.”
Jim Kerwood, Strategic Communications Manager, Bromford
WE HAVE THE TECHNOLOGY WE NEED FOR A CLEANER & HEALTHIER FUTURE.
NOT OUR WORDS, BUT THE WORDS OF MIKE BERNERS-LEE.
PERFORMANCE DRIVEN DATA
CATHERINE TIMSON
Since 2004 we have partnered with some of the world’s biggest automotive brands to create bespoke digital solutions.
We don’t just code solutions, we co-create them. It’s the perfect fit.
For 20 years we have been developing bespoke systems for the automotive sector, working with global brands to utilise their data in ways that directly impacts their bottom line.
Their commercial goals and audiences are all unique, and they recognise that they shouldn’t try and squeeze their needs into an off-the-shelf solution. Alongside this, in some cases they had not identified the power of the data they had in their eco-system, and we have been able to present solutions that take said data and create a system that can transform internal mindset and performance.
It’s important to remember that generic software isn’t built with you in mind, and its limitations mean you can spend more time working around it, than working with it.
We have always believed that your technology should work the way you do, and as part of your team. That’s why we build bespoke applications that adapt to your workflows, connect to your tools and unlock your potential.
To make the magic happen we have an experienced team of developers who thrive on problem solving and in-depth data analysis, the more challenging the brief the better!
NEW LAYERS OF ACCOUNTABILITY
Some of the sophisticated enterprise applications we have created streamline stock management, customer relations and resource planning, eliminating manual bottlenecks across the organisation and enabling a new layer of accountability within the team.
We have also created customer-facing portals and field-service apps, all designed to be intuitive, scalable, and secure, to enhance user experience and drive engagement, whether for your network or your team.
Not forgetting that the tools themselves are scalable but also designed to help your business scale as well, because technology that’s designed for you and tailored to your processes gives you the power to drive your business forward.
UNIFYING YOUR NETWORK
Together we’ve built cloud-based platforms that unify dealer networks across continents, developed online tools that power day-to-day operations, and delivered complex catalogue systems that customers return to again and again.
Over the last 10 years we have taken this expertise to a wider group of clients, particularly across transport and healthcare. In order to do this successfully we have to immerse ourselves in your world, taking time to understand your goals and listen to your challenges, to bring our technical expertise together with your industry knowledge to create solutions that truly fit.
This means our clients get systems that perfectly align to the way they operate, that they don’t just solve problems, they create opportunities. They free your teams to focus on growth, give your customers a better experience, and set you apart from the competition.
MEET THE MAKERS
Many of our bespoke projects are under NDA, which means the clever stuff stays behind the scenes, but we can put a spotlight on the people who build secure, scalable tools that fit our clients’ workflows.
Pictured above we have a handful of our Bespoke Systems team, left to right, Geoff Jukes, Laravel Tech Lead, Catherine Timson, Automotive Lead, and Zara Bostock, PHP Bespoke Developer. Together with the wider team they partner with clients to uncover value in existing data, streamline processes and create accountability. The outcome? Platforms that reduce compromise and unlock growth.
LET’S CHAT
If you’re tired of making compromises with off-the-shelf solutions and ready to invest in technology that’s as ambitious as you are, it’s time to talk to us. Let’s build the system your business truly deserves.
PROUD TO WORK WITH:
SPINDOGS AND THE ROAD TO NET ZERO: LEADING DIGITAL SUSTAINABILITY
From recycling bins on the high street to the rise of electric vehicles on our roads, sustainability is becoming ingrained in modern society. The global impact of climate change is driving change across every level of society. Whether it’s individuals choosing renewable energy at home or governments making far-reaching commitments, we all have a role to play and at Spindogs, we believe the digital industry should step up and lead too.
THE HIDDEN FOOTPRINT OF DIGITAL
At first glance, the digital sector doesn’t seem like a major contributor to carbon emissions. After all, we’re not smelting steel or managing global fleets of vehicles. But behind the screens and servers, the virtual world is far from carbon-neutral.
• The internet currently produces around 3.8% of global carbon emissions, more than the entire aviation industry, and only a quarter of that activity is thought to be powered by renewable energy.
• An average website produces 4.61 grams of CO2 per page view. For sites attracting 10,000 views per month, that equates to over half a tonne of CO2 annually.
• Even emails have a hidden cost: from 0.3g of CO2 for a simple message to 50g if it includes attachments or images. The average person’s annual email usage is equivalent to driving 128 miles in a small petrol car.
• Remote work, while reducing commuting, still comes with a footprint. The average full-time home worker generates around 640kg of carbon emissions per year.
HANNAH MACCAMBRIDGE
The message is clear: digital isn’t weightless, and the industry has an important role to play in reducing its impact. While it can feel invisible, every click, scroll, and stream leaves a trace. Because digital is so seamless and convenient, it’s easy to forget it has a footprint, but that also means small, conscious changes can add up to a big difference.
OUR ROADMAP TO NET ZERO
Spindogs’ Carbon Reduction Plan sets out a balance of pragmatic actions and aspirational goals. These are designed to align with international commitments, while also embedding sustainability into our everyday ways of working.
Our objectives include:
• Align with the Paris Agreement
• Targeting a minimum 4–5% year-on-year emissions reduction through to 2050.
• Support the UN Sustainable Development Goals, with a focus on:
• Industry Innovation and Infrastructure
• Responsible Consumption and Production
• Climate Action
• Achieve Net Zero by 2050
Net Zero means cutting emissions across our operations (from energy use to home working) and offsetting what we can’t eliminate, ensuring our digital future doesn’t come at the planet’s expense.
• Net zero for Scope 1 and 2 emissions (direct controllables) by the end of FY 2025/26.
• Reduce Scope 3 emissions (home working, commuting, suppliers) wherever possible by FY 2025/26.
• Offset or neutralise all remaining non-controllable Scope 3 emissions until 2050.
• Achieve B Corp certification by FY 2026/27.
• Position Spindogs as leaders in digital sustainability - showing clients and peers how our industry can adapt.
CHANGE-MAKERS AT SPINDOGS
Behind every meaningful shift is a group of people making it happen. At Spindogs, that’s our Sustainability Steering Group (SSG) – a team of eight colleagues from across the business who bring expertise in design, web development, marketing, people and culture.
The SSG exists to:
• Keep us aligned with our goals.
• Share ideas and best practices.
• Ensure sustainability isn’t siloed but embedded across the organisation.
• Inspire colleagues and clients to make small and large changes alike.
In its first 12 months, the group has already delivered major milestones:
• Publishing our Carbon Reduction Plan publicly.
• Launching our volunteer programme, giving colleagues time to support causes close to their hearts.
• Embedding sustainability into internal training, wellbeing seminars, and client conversations.
“The message is clear: digital isn’t weightless, and the industry has an important role to play in reducing its impact.”
The collaborative nature of the group means no one person carries the load. Different perspectives help spark practical, creative, and ambitious ideas – ensuring our impact is greater than the sum of its parts.
A CULTURE BUILT ON RESPONSIBILITY
Sustainability isn’t a bolt-on at Spindogs, it’s been part of our DNA since 2004. Over the years, we’ve embedded social value and environmental awareness into our culture, from accessibility-first design to community partnerships. Our Culture Club has championed everything from beach cleans and litter picks to sustainability-focused wellbeing seminars.
Each month, we have two editions of our internal newsletter: one dedicated to team updates and company news, and The Scoop, our lifestyle-focused issue. Throughout the year, at least four editions of The Scoop will spotlight ways we can better the environment and move closer to our sustainability goals, because small steps today build a greener tomorrow.
Our Employee Experience Manager, Amanda ‘Mands’ Williams leads on our internal newsletters. Here is what she had to say about being a part of the SSG:
“I love being part of the SSG and having the support of such a passionate team. Collaborating with people who are just as willing to roll up their sleeves as I am, is not only inspiring - it’s vital for the planet.
Through The Scoop, we get to shine a light on important topics that educate and spark change, and I’m so proud to be part of that culture. The culture we’ve built at Spindogs is one that’s inclusive and dedicated to making the world a better place for current and future generations.”
This foundation gives us confidence that we can scale up our impact. With the right frameworks in place, we’re not just talking about sustainability –we’re living it, measuring it, and holding ourselves accountable.
WHY IT MATTERS
It’s simple: there’s no digital without a planet. As a digital agency, we have both the responsibility and the opportunity to help shape a more sustainable future.
We know the challenges are complex, but we believe meaningful progress is possible when we work together across teams, industries, and communities. Our journey to Net Zero and beyond is only just beginning, and we’re excited to invite our clients, partners, and peers to join us along the way.
“I love being part of the SSG and having the support of such a passionate team. Collaborating with people who are just as willing to roll up their sleeves as I am, is not only inspiring ‑ it’s vital for the planet.”
NOT OUR WORDS, BUT THE WORDS OF WILLIAM BLOOMBERG.
UMBRACO SUBSCRIPTIONS: LAUNCHING NOVEMBER 2025
Introducing the Umbraco Subscription Service, providing easy access to the support you need to maintain and improve your online presence.
We’re always on the lookout for ways to enhance your experience and our new offering designed to meet the evolving needs of our clients who use a Umbraco CMS with Spindogs. Enabling you to choose the level of support that fits your unique digital journey.
You can expect:
• Enhanced security
• More flexibility
• Improved access to the team
• Faster turnaround times
• Option to customise
From essential support to premium, enterprise-ready care, we’ve designed our packages to give you clarity, flexibility, and peace of mind.
Scan the QR code to contact our Support Team and find out more.
FERN COSLETT
WE’RE ALWAYS WORKING TO LEAVE THE WORLD BETTER THAN WE FOUND IT, AND TO CREATE POWERFUL TOOLS THAT EMPOWER OTHERS TO DO THE SAME.
NOT OUR WORDS, BUT THE WORDS OF TOM COOK.
DESIGNING FOR ALL: THE IMPORTANCE OF COLOUR CONTRAST IN ACCESSIBILITY
ROSIE HART
Having worked in the public sector before moving to Spindogs in 2018, I’ve seen the evolution of accessibility moving from a niche consideration to organisations prioritising accessibility in their digital strategies. As a longterm champion of accessibility, it’s wonderful to see this trajectory.
Working to ensure everyone can access information without barriers is important, sensible - and in some sectors, a legal requirement.
In this article we’ll focus specifically on colour contrast, an area of accessibility that can often be overlooked but is essential for you to achieve the Web Content Accessibility Guidelines (WCAG) 2.2.
Colour contrast is important as it supports the members of your audience who may be colour blind. Colour blindness is also referred to as Colour Vision Deficiency (CVD) and covers a range of conditions where people are unable to detect certain colours. These can be split into three categories:
• Red-green deficiency
• Blue-yellow deficiency
• Complete colour deficiency
RED-GREEN DEFICIENCY
Deuteranomaly, Deuteranopia, Protanomaly and Protanopia affect perception of reds and greens, as well as any colour containing those pigments. This can cause confusion between colours, such as blue and purple, as the red element in purple may not be visible.
BLUE-YELLOW DEFICIENCY
Tritanomaly and Tritanopia affect perception of blue and yellow light, causing confusion between blues, greens, yellows, oranges and violets. These colours may appear paler or less vibrant.
COMPLETE COLOUR DEFICIENCY
Monochromatism and Achromatopsia can severely limit or eliminate colour perception. People who have these conditions may be more sensitive to light and may have trouble seeing clearly.
Tritanomaly
Monochromatism
Tritanopia
Achromatopsia
“Colour vision deficiency conditions affect over 3 million people in the UK.”
CVD is separate from blindness or vision loss, although some people who are on the vision loss spectrum may also experience limited colour vision.
The most common CVD conditions are red-green deficiencies, which are genetic and therefore inherited. These conditions are more common in men, affecting approximately 1 in 12 men (8%) compared with 1 in 200 women. In the UK, this is about 3 million people, 4.5% of the population.
Whilst most colour-blind people experience these conditions due to genetics, some people become colour blind because of other diseases, like diabetes and multiple sclerosis or from ageing or taking drugs and medications. Regardless, it is essential we do our best to give them a great online experience, making our content accessible to them whereover possible.
There are some tools already in play that your CVD audience may be using:
• Operating system settings on Windows, Mac and Linux allow the user to change accessibility settings such as contrast, themes and colour filters.
• Mobile device settings include colour correction, colour inversion and dark mode.
• Browser extensions are less common as the device accessibility settings improve, but they may still benefit specific conditions.
Some websites may use a plugin to enable users to change visual aspects of the page, including altering font sizes or switching to highcontrast mode.
With CVD conditions affecting over 3 million in the UK, that could be a significant number of your audience, here are some things to think about in regards to your own website and brand:
• Use strong contrasting colours for background and foreground. The Web Content Accessibility Guidelines (WCAG) 2.2, specifies that the contrast ratios should be at least 4.5:1, for normal sized text and 3:1 for large.
• Don’t rely solely on colours to signal an action or to highlight important information, e.g. providing a tick or cross to denote if something succeeded or failed, rather than just using colour coded feedback like green and red.
• Use additional indicators for interactive elements. This could be underlining hyperlinks on hover or using text to signal background process e.g. a message reading ‘your file is being checked’ during a file upload.
• Use your browser’s inspector tools to simulate colour-blindness and check that information and actions remain clear. You can also upload screenshots or images to an online simulator. While automated testing tools can flag accessibility issues, manual checks add context and help avoid unintentionally making things harder for your users.
Every day, we help organisations make their websites more accessible. It’s the right thing to do - and in many sectors, WCAG standards are a must, not a nice-to-have. If you are not sure how accessible your site is and would like some support in identifying where improvements could be made, we can help, and we know your audience will thank you for it.
TECHNOLOGY IS A POWERFUL LEVER TO HELP US AVOID THE MOST SEVERE IMPACTS OF CLIMATE CHANGE.
2026 STRATEGY ESSENTIALS
If 2024 and 2025 were about testing AI in the real world and tightening measurement, 2026 is about making journeys faster and proving impact. That matters because your buyers judge you on ease and clarity, while your board wants evidence it is working. A modern strategy pulls together data, UX, accessibility and AI, so people move from curiosity to commitment with less friction, and so results are simple to prove. Below is the thinking behind each building block, explained like we would over a coffee.
DATA, OUTCOMES AND MEASUREMENT
Start with the handful of numbers that actually mean progress for you. When everyone rallies around a small set of commercial KPIs and one or two efficiency metrics, conversations get cleaner. Creative ideas are easier to weigh up, prioritisation stops being a tug of war, and experiments are judged on the same scale. Without that shared anchor, good work drifts into proxy metrics or taste debates. Outcomes first is not bossy, it is just a practical way to turn busy into progress.
FOUNDATIONS THAT CHANGE THE RETURN ON EVERY POUND
The unglamorous basics are what make everything else work. If your analytics are accurate, your pages load quickly, your sitemap is tidy, and consent flows into the right tools, every channel performs better. Reliable data means fewer debates and faster decisions. Faster high-intent pages, mean fewer people drop off and fewer support queries.
Solid basics also make AI and personalisation safer and more effective, because you’re optimising on trustworthy numbers. Think of this as shared infrastructure, not admin.
JOURNEYS THAT FEEL HUMAN
Sites that mirror org charts make people work too hard. If your navigation reflects how users decide, they spend less energy finding things and more on whether to act. At moments of intent, one obvious next step with proof nearby helps people commit. When they are still exploring, lighter asks, save, share or email me this, keep momentum without forcing a form too soon. Conversational UX and small interactive tools help for the same reason, they make a static page behave like a helpful colleague, answering a question and nudging you forward without kicking you out of the flow. The feeling you are aiming for is confidence, not pressure.
AI AS A RELEVANCE AND SPEED LAYER
AI earns its place when it reduces noise. Matching content blocks, recommendations and CTAs to behaviour and stage means people scan fewer irrelevant options and reach clarity sooner. Operationally, right-sized models and caching keep latency and costs sensible, which protects both user patience and budget. A simple rule helps approvals, any AI-influenced output should be explainable, reversible and measurable. In that framing AI stops being a stunt. It becomes a quiet performance upgrade that helps the right next step appear just when it is needed.
CHANNELS THAT START WITH THE SITE
The site is where promises meet reality. SEO, PPC, social, video and email all deliver people to a page where action happens. If that page matches the promise that brought them there and backs it up with proof, attribution reads cleaner and spend is easier to defend. Content hubs do more than rank, they shorten time to understanding. Video is worth it because it compresses tricky ideas into something people can grasp without misreading. Email and automation keep interest alive without shoving sales too early, which protects both pipeline and brand. The simple idea here is that channels work best when they land on destinations designed to convert attention into progress.
LAURA WILLIAMS
REMOVING HESITATION AT THE POINT OF DECISION
Most leaks happen within a viewport of the main action. People avoid unclear commitments, so vagueness near the button is expensive. A tidy CTA system removes doubt about what happens next. Putting the most credible proof right beside the action answers last-minute objections before they become exits. Tiny wording shifts can change perceived risk or effort, which is why copy and proximity often beat big redesigns. This is not cosmetic. It is the moment where a decision either feels safe or does not, and that feeling changes outcomes.
ACCESSIBILITY, PRIVACY AND AI GUARDRAILS
Good standards do not slow teams, they remove friction. Accessibility and performance are the basics that help more people use what you build, and they reduce support pain later. Clear privacy notes and a simple data map calm review cycles because stakeholders can see what is collected, why and for how long. Straightforward AI guardrails, what is in scope, how human review works, how opt-outs are handled, turn nerves into green lights. Think of governance like lane markings, not speed bumps. Everyone moves faster when the rules are obvious.
A CULTURE OF STEADY IMPROVEMENT
Big launches are exciting, but they are brittle. A monthly rhythm of small experiments is calmer and more effective. Behaviour insights turn hunches into patterns you can actually act on. A light reporting loop, hypothesis, variant, impact on the primary KPI, decision, next step, keeps learning close to shipping. Over a year, this becomes the difference you can feel, the site is quicker and clearer, and leadership conversations rely more on signal than opinion. It is not flashy, but it is reliable, and reliability is what budgets love.
ONE STRATEGY, MANY STAKEHOLDERS
Here is why this mix travels well across the business. Outcomes and measurement answer the “prove it” question. Foundations cut operational risk and tidy up support. Designing journeys around real decisions improves conversion and satisfaction, so you don’t have to keep increasing ad spend. AI, used as a relevance layer with guardrails, improves speed without overpromising. Channel orchestration improves efficiency because every campaign points to a destination ready to convert. Conversion design adds revenue without extra spend. Governance keeps everyone in bounds and accelerates approvals. Continuous improvement keeps you adaptable when markets shift. In short, it is a plan that does not hinge on one big bet.
PUTTING IT INTO PRACTICE
A modern strategy should be easy to understand and easy to approve. Outcomes make priorities obvious, which makes trade-offs simpler. Foundations make results trustworthy, which makes investment defendable. Human-centred journeys and an AI relevance layer remove friction in ways customers actually feel. Channel orchestration ensures the attention you pay for lands on pages that can convert it. Strong conversion design takes the fear out of clicking. Governance protects brand and pace at the same time. And a steady improvement habit keeps you learning while others pause to reorganise.
Put together, these choices are not glamorous, they are effective. They make it easier for users to say yes and easier for you to explain why the numbers moved. If 2026 has a theme, it is clarity, in the journeys you design, in the data you trust, and in the results you report.
EXTRAS
DATES FOR YOUR DIARY
5th - 7th November 2025
SOCIAL HOUSING STRATEGY FORUM
The Social Housing Strategy Forum is a bi-annual, conference that convenes C-suite leaders and directors from major UK housing associations and selected solution providers) to share strategy, benchmark best practice and tackle sector challenges.
12th November 2025
AUTOMOTIVE MANAGEMENT
Automotive Management Live is the UK motor retail sector’s flagship expo and conference, uniting franchised & independent dealers, OEMs and suppliers for a one-day programme of seminars across specialist theatres, product demos and high-impact networking.
27th November 2025
MEMBERSHIP
EXCELLENCE
Membership Excellence is the UK membership and association sector’s flagship best-practice conference and exhibition, run by the MemberWise Network. It brings hundreds of senior membership professionals together for a day of talks, case studies and a large solutions trade show.
21st Feb - 7th March 2026
WALES WEEK
LONDON
Wales Week London is the largest annual showcase of activities and events that celebrate and promote everything that is great about Wales. This is the opportunity for Welsh organisations to promote their products and services, and develop new London-based audiences, partnerships and connections.
10th - 12th March 2026
HOUSING
TECHNOLOGY CONFERENCE
The Housing Technology Conference is the UK’s leading IT event for social housing providers, bringing together digital & data leaders from housing associations, and councils to share best practice and see new tech. Held in Nottingham the programme mixes keynotes and breakouts on AI, data, cybersecurity and customer service with hands-on workshops.
20th March 2026
UMBRACO
SPARK
Umbraco Spark focuses on technical, innovation and developer-focused topics and is dedicated to bringing together developers for a day of learning and inspiration.
WE’RE HIRING
Looking to take the next step in your digital career? We’re hiring across departments and would love to hear from you, more details can be found on our careers page www.spindogs.com/careers. Alternatively, scan the QR code below.
PROUD TO RETAIN THE FOLLOWING CERTIFICATIONS
G-CLOUD SUPPLIER
As a G-Cloud supplier, we have been approved to provide IT and software services throughout the UK to public sector customers within the UK government’s G-Cloud framework.
MICROSOFT ADVERTISING PARTNER
Being a Microsoft Advertising partner gives Spindogs opportunities to nurture and grow our intelligent search and digital business, access to the Microsoft community and technical experts, and recognition for our work with Microsoft Advertising.
THE MOTORCYCLE INDUSTRY ASSOCIATION
The Motorcycle Industry Association (MCIA) is the premier trade association for motorcycles, mopeds, and other powered three and light four-wheeled vehicles.
UMBRACO PLATINUM PARTNER
We are proud to be one of 21 official Umbraco Platinum Partners in the UK. This certification cements our position as an industry leading provider of Umbraco solutions.
CYBER ESSENTIALS
Cyber Essentials is a Governmentbacked scheme that helps to protect against a whole range of the most common cyber-attacks. Certification gives you peace of mind that your defences will protect you against the vast majority of common cyber-attacks.
MEMBERWISE RECOGNISED SUPPLIER
We are a Memberwise Recognised Supplier. We have also taken part in the Memberwise Digital Excellence (2023) Research Project and have become digital excellence champions.
GOOGLE PARTNER
Google Partners is a marketing programme for agencies that manage Google Ads accounts on behalf of businesses. Achieving Partner status means that we have demonstrated Google Ads skills and expertise, delivered client revenue growth and sustained and grown its client base.
DIGITAL IS AT THE HEART OF EVERYTHING WE DO
For over two decades we’ve evolved alongside the latest technologies to create bespoke digital solutions for a variety of sectors. This includes building new websites, developing intuitive systems and taking established businesses to the next level with transformational rebrands.
We work with global clients in housing, automotive, membership, financial services and the public sector – to name a few!
We care about the same things our clients do – brand visibility, lead pipeline and the bottom line. In essence, realising client success is what gets us out of bed in the morning – your success is our success.
GET IN TOUCH
To learn more about partnering with Spindogs, get in touch with our Client Engagement team:
E: info@spindogs.com
T: 02920 480 720
PROUD TO WORK WITH
IT’S OUR RESPONSIBILITY TO DO EVERYTHING WITHIN OUR POWER TO CREATE A PLANET THAT PROVIDES A HOME NOT JUST FOR US, BUT FOR ALL LIFE ON EARTH.
OUT & ABOUT
We pride ourselves on sharing our insights and knowledge through regular events for our clients, where our experts are able to answer questions, educate and inspire! This season included BARK Live! London, The Marketing Meetup, Wales Week London, plus many more.
