Meet the Speakers: Kat McDonald

Kat McDonald – Sustainability Consultant, Proxima

Session: Day 1 | Measuring What Matters: Tools for Purpose & Planet

How would you describe your relationship to values and purpose?

Values and purpose are the driving forces behind all the decisions I make.
Values are not static—they evolve as we grow older and gain wisdom. I’ve found that the decisions that don’t align with my values are the ones I feel most deeply, sometimes without realizing it at first. You can sit in that discomfort for a while, but when you’re in alignment, you know it.
When my actions, values, and the underlying systems I believe in match up, it’s incredibly motivating. It feels freeing, almost like a weight has been lifted. It’s a sense of clarity that lets you move forward with confidence. I know it might sound cliché, but when you’re living in alignment with your values, you feel it—it’s liberating.

What’s the biggest purpose/sustainability myth that needs busting?

One of the biggest myths is that sustainability is only driven by government policies. For years, I saw this pattern: progress would be made under one government, and then when the political landscape shifted, businesses would pull back, waiting for direction. But what’s exciting now is that many major organizations are no longer waiting. They’re recognizing that sustainability is not just a regulatory requirement—it’s essential for their long-term survival and relevance.
Another myth is that sustainability is just about reducing harm. The conversation needs to shift towards regeneration—not just minimizing impact, but actually creating positive change. It’s not enough to do “less bad.” We need to rethink our entire relationship with the planet.

What is Aotearoa’s purpose/sustainability superpower?

New Zealand’s biggest sustainability superpower is Mātauranga Māori—Indigenous wisdom that is deeply woven into the country’s history and governance. This knowledge offers insights into how we can live in harmony with nature. When we integrate this wisdom with modern science and sustainability practices, we unlock something truly unique.
Unfortunately, this wisdom is sometimes undervalued or taken for granted. But I’ve seen first-hand how powerful it can be when businesses, communities, and policymakers genuinely collaborate with Māori perspectives. There’s huge potential to redefine sustainability in a way that is holistic, deeply rooted, and effective.
Another strength is our collaborative spirit. In New Zealand, relationships matter. Even if you’re in a competitive industry, you can’t really burn bridges here—it’s too small! That means businesses and individuals tend to work together more than in other places. There’s a culture of cooperation over cutthroat competition, which is a massive advantage when it comes to tackling sustainability challenges.

If you could sit down with one global leader to discuss the state of the world, who would it be and why?

Without a doubt, Sir David Attenborough. Through his eyes, he has witnessed the evolution of our planet—its beauty, its destruction, and the urgency of our environmental crisis. His ability to connect people to nature through storytelling is unparalleled.

What is a purpose/sustainability trend or word you love right now?

One trend I love is the growing recognition that nature and sustainability aren’t separate from business, society, or human well-being—they’re deeply interconnected. More and more, I see businesses realizing that sustainability isn’t just about ticking ESG boxes; it’s about ensuring resilience and relevance in a changing world.
However, the frustrating part is that change is happening too slowly. The urgency we needed 20 years ago is only just starting to take hold. While we’re making progress, we’re still only scratching the surface. We should be throwing everything at this right now, but instead, we’re still in a mindset of incremental improvements when we need radical transformation.

You're speaking at The Value of Purpose in May. Can you give us a sneak peek of what you'll be talking about?

I’ll be talking about The Future-Fit Business Benchmark, a tool designed to help companies align with a science-based definition of sustainability. It’s a way for businesses to move beyond “doing less harm” and start creating real, systemic change.
But what’s exciting is that we’re not just presenting the tool—we’re actually applying it to the Sustainable Brands event itself. We’ve been working with the organisers to ask:
· What would a truly future-fit event look like?
· How can we measure and minimise impact while maximising positive outcomes?
· What legacy can this event leave behind?
It’s been fascinating because we’re co-creating this in real time. The goal isn’t just to inspire people at the event, but to rethink the event itself as a model for sustainability. If this works, we could create a blueprint that could be shared with Sustainable Brands globally.
It’s uncharted territory, but that’s what makes it exciting. We’re asking not just what’s possible, but what’s next?