Effective Date: 14/02/2026

1. Introduction and Purpose

The Fractional MD is a boutique management consultancy and coaching practice. We work with SME founders and leadership teams as a fractional Managing Director, and provide ADHD coaching and neurodiverse workplace performance coaching through our SNR Leaders ADHD Coach service.

We recognise that environmental sustainability is not simply a regulatory obligation. It is a reflection of the values we bring to our clients and a responsibility we hold as a business operating within the creative, marketing, and professional services supply chains.

This policy sets out our commitment to minimising the environmental impact of our operations, to operating in alignment with the sustainability frameworks that govern the creative industries, and to continuous improvement in our environmental performance.

2. Scope

This policy applies to:

• The Principal, Nick Silverstone, operating as The Fractional MD
• The Virtual Assistant engaged to support business operations
• All business activities conducted on behalf of The Fractional MD, including client delivery, administration, business development, and travel

While we are a micro-business, we hold ourselves to the same standards of transparency and accountability that we would expect of any business operating as a supplier to the creative, film, television, and advertising industries.

3. Industry Framework Alignment

We work across all business sectors. With regards the creative industries, and specifically the film, television, and advertising supply chains, operate within an increasingly structured sustainability landscape. This policy is designed to be consistent with and supportive of the following frameworks.

3.1 BAFTA albert

BAFTA albert is the leading UK screen industry organisation for environmental sustainability, supporting the film and television industry to reduce environmental impacts of production. albert's carbon certification framework is an increasingly standard condition of commission from major UK broadcasters including the BBC, ITV, Channel 4, Sky, and UKTV.

As a consultancy operating within or alongside the film and TV supply chain, we align with albert's principles including reduction of travel-related emissions, use of clean energy sources, and responsible digital practices. We support client-side projects that require albert compliance and are prepared to evidence our own environmental practices when called upon to do so.

3.2 AdGreen

AdGreen is the advertising industry's initiative to eliminate the negative environmental impacts of production, providing tools, training, and carbon measurement resources to the advertising production community. It operates as part of the Ad Net Zero strategy led by the Advertising Association.

Where we support marketing agencies or advertising production clients, we operate in line with AdGreen's principles, including reduction of carbon across travel and digital activities, responsible procurement, and transparency in emissions reporting.

3.3 Ad Net Zero

The Advertising Association's Ad Net Zero framework sets out five action areas for the advertising industry, including reducing operational emissions and supporting sustainable production. We acknowledge this framework and apply its principles to our operations where relevant.

3.4 UK Government Net Zero Target

The UK Government is committed to reaching net zero greenhouse gas emissions by 2050. We support this target and structure our business operations to contribute positively to its achievement.

4. Our Environmental Footprint

As a micro-business, our direct environmental impact is low relative to larger organisations. We believe it is important to be honest and precise about this rather than overstating our footprint or our interventions. Our primary impact areas are as follows.

4.1 Energy and Technology

• Both the Principal and the Virtual Assistant work from home. Neither operates a dedicated office.
• Work is conducted on laptops. We do not operate energy-intensive server infrastructure or physical production facilities.
• We use cloud-based software and AI tools, including Claude (Anthropic) and ChatGPT (OpenAI). We acknowledge that large language model usage carries an indirect energy cost associated with data centre operations.
• We aim to minimise unnecessary AI usage and to use these tools purposefully and efficiently.

4.2 Travel

• The Principal works primarily from home or travels on foot to co-working spaces.
• Rail travel to London occurs approximately 3 to 4 times per month. This involves a 15-mile journey with walking to and from stations at both ends.
• Occasional client visits are conducted by fully electric vehicle, charged using off-peak overnight electricity. This substantially reduces the per-mile carbon impact compared with petrol or diesel alternatives.
• The Virtual Assistant works from home. No travel is associated with their role.
• No air travel is associated with current business operations. Should international travel become necessary, we will apply the principle of necessity first: can the meeting be conducted remotely?

4.3 Digital and Data

• All document storage and communication is digital. We do not operate physical filing or large-scale print activity.
• We are mindful that digital activity, including email, cloud storage, and AI tool usage, contributes to indirect emissions via data centre energy consumption.
• We aim to maintain clean, organised digital storage and to avoid unnecessary duplication of files.
•  

4.4 Procurement and Supply Chain

• Our supply chain is minimal. Primary procurement involves software subscriptions, co-working membership, and occasional stationery.

• Where we have a choice of supplier or tool, we will give preference to providers with credible environmental credentials.

5. Our Commitments

We commit to the following specific actions and behaviours, reviewed annually.

Our Commitments
1	Use rail travel as our default mode of transport for client meetings and business journeys wherever practical.
2	Charge our electric vehicle exclusively using off-peak overnight electricity, which has a lower carbon intensity than peak-time grid electricity.
3	Default to remote working and virtual meetings before committing to in-person travel.
4	Use AI tools purposefully and efficiently, avoiding unnecessary queries or repetitive processing that adds to indirect energy consumption.
5	Review our software subscriptions annually and give preference to providers that publish transparent environmental or energy policies.
6	Avoid unnecessary printing. Where printing is required, use recycled paper and ensure responsible disposal.
7	Not claim carbon neutrality or net zero status unless we have independently verified data to support such a claim.
8	Respond transparently to any client or commissioner request for environmental data or supplier sustainability information.
9	Include a sustainability consideration in any advice or consulting work where the client operates in or supplies the creative, film, TV, or advertising industries.
10	Review this policy annually and update it to reflect changes in our operations, business growth, or evolving industry standards.

 

6. Inclusivity and Social Sustainability

Sustainability is not limited to environmental considerations. We recognise that a sustainable business must also be inclusive, equitable, and socially responsible. The Fractional MD is founded on the principle that neurodiversity is a business advantage, not a deficit, and that inclusive organisations perform better.

We embed the following social sustainability commitments into our practice.

7. Honest Reporting and Avoiding Greenwashing

We are aware of the increasing regulatory and reputational risks associated with overstated or unsubstantiated environmental claims. The UK Competition and Markets Authority has published its Green Claims Code, which requires that environmental claims be truthful, clear, and not misleading.

Our position on environmental claims We will only make environmental claims that we can substantiate. We will not describe ourselves as 'carbon neutral', 'net zero', or 'green' unless we have independently verified data to support that description. We will be specific, honest, and proportionate in how we communicate our environmental performance.

 

Where we advise clients on sustainability-related communications, we will apply the same standard of rigour and direct them to comply with the CMA Green Claims Code and relevant Advertising Standards Authority guidance.

8. Carbon Measurement and Reporting

We commit to undertaking an annual assessment of our approximate carbon footprint. Given the micro scale of our operations, this will be a proportionate rather than audited exercise. We will use freely available tools including the BAFTA albert or AdGreen carbon calculators where applicable, and Gov.uk guidance on business travel emissions factors.

Key emissions categories we will track:

Results will be recorded and held internally. We will share this data with clients or commissioners on request.

9. Roles and Responsibility

As Principal of The Fractional MD, Nick Silverstone holds overall responsibility for this policy, its implementation, and its annual review.

The Virtual Assistant is expected to be aware of and to act in accordance with this policy in the course of their work. Any activities that may have environmental implications, such as procurement decisions or travel, should be discussed with the Principal in advance.

10. Policy Review

This policy will be reviewed annually. The next scheduled review is 30 May 2027. Reviews will consider:

Updated versions will be numbered sequentially and dated. Previous versions will be retained for reference.