Power, purpose, and ESG progress are driving today’s sustainability agenda.

Sarah King is a compelling example of how purpose-led thinking can be seamlessly integrated with business strategy. With roots in political science, she has built a career anchored in impact and responsibility. Now, as head of sustainability and responsible business at AVK, King is tasked with defining and embedding a clear sense of purpose, guided by ESG principles, to support the industry’s evolving needs. King says:

“My career has always been about purpose. I began in international development and humanitarian aid, focused on helping people gain access to basic health services, education support, and rural development opportunities. After that, I transitioned into corporate philanthropy and social sustainability roles.”

In this episode of DCD>Talks, King explores the three core pillars of AVK’s sustainability strategy, and how purpose-driven leadership can power meaningful ESG progress.

Not just castles in the sky

For King, sustainability is not about lofty aspirations alone – it’s about action.

“Of course, ambition is a large part of long-term strategy setting, but strategy for today is about action,” she says.

At the core of AVK’s sustainability framework are three clear priorities. First is powering a net-zero future, with a focus on reducing carbon footprints, improving operational efficiency, and protecting the environment.

The second pillar centers on powering positive social change. This includes creating opportunities for both current and future talent, and addressing the industry’s widening skills gap.

“Through initiatives like the AVK Academy, going into schools and bringing industry to life in the classroom is really important,” King says, adding:

“It's really fun – having nine-year-olds put their hands up, ask questions, and get excited about what you do and how we can help people and the planet. Kids ask the most interesting questions.”

The third pillar, powering fair and responsible business, focuses on strengthening transparency, ethical practices, and accountability across the value chain.

When it comes to improving social responsibility, King stresses that there is no one-size-fits-all approach. The most effective strategies, she says, are those rooted in a company’s purpose and shaped by the needs of the communities in which it operates.

“Every business and every community is different. It’s about making sure that what you’re doing aligns with that and the Sustainable Development Goals (SDGs). That sort of alignment between what you and others are looking to achieve is really important.”

Supporting a just transition

ESG maturity varies by industry, and while the data center and critical infrastructure sector has made progress, it is still relatively early in its sustainability journey compared with more established sectors like finance, mining, or oil and gas. As a result, the focus is shifting from one-off initiatives to more strategic, long-term programs that deliver lasting impact. King explains:

“Sponsoring events is great, but real impact comes from embedding ourselves in communities. That means funding youth skills programs, supporting environmental restoration, or investing in climate resilience in communities. It’s about depth, not just visibility.”

At its core, this approach is about ensuring that the transition to a low-carbon energy system is fair and inclusive. For AVK, that includes embedding green skills training into its programmes, enabling engineers with backgrounds in diesel or gas technologies to retrain and adapt to hydrogen and renewable energy systems. A just transition, King emphasises, is essential:

“Progress should lift people, not leave them behind.”

Don’t assume, know

King’s central message throughout the conversation is clear. Meaningful engagement starts with genuine understanding. To truly grasp community needs and build trust with stakeholders, organizations must get out of the boardroom and into the communities where they operate, or plan to build. That means engaging directly with local governments, schools, and community-based organizations, rather than making assumptions from afar.

“They know their context best. Going beyond minimum regulatory requirements for engagement and documentation really demonstrates trust and commitment to those communities,” King emphasizes.

Ultimately, her advice is practical and direct – be transparent, make commitments public, and track impact data to ensure accountability. Sustainability isn’t a storybook ending you wish for; it’s measurable action visible to communities and stakeholders alike.

Watch the full DCD>Talks episode here.