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How We Can Help You

The Bulb Way is our award-winning model which produces successful and measurable impacts for our clients, setting the benchmark for environmental best practice across the industry.

Materiality Assessments and Audits

The first step to sustainability success is to understand your world and what matters to you. Through the Materiality Assessment process and audits, we can evaluate your current position, the landscape within which you operate and identify the areas important to your company and stakeholders. All of which informs strategic development and target-setting.

Sustainability Strategies

A sustainability strategy is a clear framework for change. It’s based on understanding where you are today, your vision for the future and prioritise the key steps and changes required to close the gap.

Major Event Consultancy

Having worked on FIFA World Cup campaigns and Olympic, Paralympic and Commonwealth Games, we know how to scale a strategy to fit the world’s biggest stages. Major events are an opportunity to showcase how committed a host city is to using resources considerately, prioritising social impacts and leaving a lasting legacy.


Environmental certifications add weight and legitimacy to a sustainability strategy.  We’ve successfully implemented ISO 14001, ISO 20121 and B Corporation with organisations across the globe. Certifications demonstrate transparency and accountability and signal commitment to clients and employees.

Social Values

Ensuring events are not only good for the environment, but for people as well, is a key priority for The Bulb. We can help you create an inclusive and accessible environment, so all audiences feel truly included.

Sustainable Creative Direction

Sustainability is the event industry’s greatest creative brief, and one of The Bulb’s superpowers.  We have a library of innovative and sustainable materials, technologies and contacts, and we thrive on the opportunity to apply our creativity to your latest brief.

Carbon Emission Measurement and Reduction Roadmaps

Measurement is key to the reduction and removal of greenhouse gas emissions.  We support you in establishing your current footprint, setting ambitious targets and tracking your progress.  We give you data-backed insights into your impact, so you can make further improvements and set yourself on the path to Net Zero.

The Team

Founder and CEO

Selina Donald

Selina is an award-winning sustainability leader. Her epiphany moment came while working on the London 2012 Opening and Closing Ceremonies, which served as memorable bookends for the most sustainable Games to-date. As well as the Games, Selina has been part of high profile projects including England 2018 World Cup Bid, COP, the Rio Olympics 2016, #March4Women and recently led the sustainability strategy for the Birmingham Commonwealth Games Opening and Closing Ceremonies.

After seeing the antiquated and wasteful approach to events, Selina was inspired to set up The Bulb in 2015, with the aim of changing the sustainability and legacy of the events industry. The Bulb provides consultancy to event organisers, brands and NGO’s to transform their approach and implement strategies that work in practice, enabling them to create events with positive environmental and social impact considered from the start.

Under Selina’s leadership, The Bulb has created and implemented sustainability strategies on a global scale, working across the US, Canada, Europe, the Middle East and Japan. This includes creating an ISO-certified strategy spanning four continents, innovating a certified carbon-neutral roadshow, consulting on event activations for household brands including Microsoft, Sky, Verizon, Walmart and Diageo, and providing expertise on key trends such as materiality, circular economy and social sustainability.

Senior Sustainability Strategy and Communications Consultant

Betsy Reed

Betsy is an expert sustainability strategist, communications and stakeholder engagement specialist and leadership consultant, who has spent the entirety of her 20-year international career focused on social and environmental sustainability. She has worked in leadership roles for 16 years, on five continents, and in most sectors, including public affairs, campaigning, consultancy, communications, management consulting, training, and academia. Past roles include leading the sustainability public affairs programme for the world’s biggest food company, setting up and launching Scotland’s national recycling campaign as Head of Campaigns for Zero Waste Scotland, leading a national fair-trade body, and working at Director level in culture, strategy, and communications consultancies. She’s also one of the first B Leaders trained in the UK to provide support to businesses seeking to become certified B Corps.

She was invited to write “Communicating Social and Environmental Issues Effectively,” published by Europe’s biggest PR body, the PRCA, in 2020. She serves as Head Tutor for the Cambridge Institute for Sustainability Leadership (CISL) course and works with the PRCA as its ESG trainer for members in the communications sector. Betsy leads on key client sustainability and engagement strategies and sprinkles her communications magic throughout The Bulb’s work.

Business Coordinator and PA to Founder

Sascha Gustard-Brown

Sascha keeps things running at The Bulb. Not only is she a veteran EA and Administrator but she has experience with implementing initiatives and small events within the sporting industry. She studied Business Management and has worked in sports supporter engagement and C-Suite assistance in a range of sectors, both of which make her particularly valuable to The Bulb. As well as being the chief architect and keeper of the systems that support us to do impactful work, Sascha is a skilled communicator. She has turned this to good use in the past as a freelance football writer.

Sascha’s driving passion for environmental sustainability and for Equality, Diversity and Inclusion, as well as her project management ninja skills, show up in how she regularly pitches in with ideas on all our projects, while also keeping us on-track with our systems and admin.

Sustainability Consultant

Meg Strahle

Meg has a decade of education and experience in the events, hospitality and tourism industry in the USA, UK, and Australia. She joined The Bulb in 2021 to focus explicitly on bringing her passion and expertise on sustainability to her work. Meg has contributed to a variety of The Bulb client projects, including creating the sustainability strategy for an interactive experience at COP26, supporting a global ISO certification process and creating the Equality, Diversity and Inclusion strategy to drive social sustainability for the Opening and Closing Ceremonies for the Birmingham Commonwealth Games. Meg helps to guide our clients through practical thinking about sustainable delivery and inclusion and accessibility, in particular.

Meg is also an experienced researcher (MSc, MA & MRes), and her most recent, relevant work on sustainability and the events industry includes a project at the University of Exeter to investigate how sustainable events can aid sustainable tourism to Cornwall. She authored The Bulb’s 2023 think piece Accommodating Invisible Disabilities in the Event Industry.

Thi Dinh
Sustainability Consultant

Thi Dinh

Thi has 15 years’ experience working across commercial and strategic event industry roles. Over the course of her career, Thi has expanded her expertise in sustainability and, in 2021, decided to focus explicitly on bringing her experience and skills to help businesses be a force for good. An alumna of the University of Cambridge Institute for Sustainability Leadership’s prestigious Business Sustainability Management course, Thi has both strategic and practice experience setting and implementing sustainability strategies and initiatives. Current specialisms include B Corp certification and developing partnerships to accelerate sustainability progress.

Thi draws on her extensive insider knowledge of events across a wide range of sectors, including FMCG and retail, to advise The Bulb’s clients on how to embed sustainable practices.

Senior Sustainability Consultant

Rebecca Whitman

Rebecca is both educated and experienced in sustainability strategy work and the events industry. She holds an MSc in Sustainable Development and is a certified PRINCE2 Practitioner Project Manager with over eight years’ experience within the sustainability and event sector. Rebecca is skilled at working with organisations and brands to help them shape their sustainability strategies, as well as their work to achieve a range of sustainability certifications, including ISO 20121 (Sustainable Events), ISO 14001 (Environmental Management System), B Corp, and Sustainable Restaurant Association certifications.

She most recently single-handedly led the sustainability strategy for Walk the Plank’s Green Space Dark Skies project which won the Sustainability Award and was nominated for the Best Practice Award in the National Outdoor Event Association Awards 2022. Rebecca leads on major accounts who need expert help shaping their sustainability strategy, operationalising it and successfully achieving a range of sustainability certification processes.