From premium lines to purposeful impact
Founded in 1998, Phonovation is Ireland’s longest-established provider of secure business messaging solutions. From SMS to two-factor authentication, the company delivers high-volume, compliant communications for banks, hospitals, logistics firms and government bodies.
But its latest transformation isn’t digital; it’s cultural. Over the past three years, Phonovation has been redefining what sustainability means in a tech-driven, service-based business, and the journey hasn’t been easy.
“We’re a messaging provider,” says Ruth Mulvaney, Chief Financial Officer at Phonovation and the driving force behind its sustainability strategy. “We don’t have trucks or factories. But we knew we could still make a difference, and we wanted to understand how.”
Structured learning, practical momentum
Ruth’s sustainability interest started personally. Conscious of the social and environmental impact of fast fashion and global inequality, she had long sought out ethical products in her own life. That personal ethos sparked professional action.
“I didn’t know where to begin. There’s so much information out there, and most of it doesn’t apply to a service business like ours,” Ruth explains. “That’s why I enrolled in the Diploma in Business Sustainability course offered by the Institute of Sustainability Studies, and it gave me structure, clarity, and tools to work with.”
The course catalysed real change with Phonovation forming an internal sustainability committee, and achieving enthusiastic employee buy-in from the outset. “I thought maybe two or three people would join, but the response was brilliant. People cared and wanted to contribute”, says Ruth.
One of Phonovation’s most effective shifts came as a result of remote working. “None of us had printers at home during the pandemic, and it turned out this was a blessing in disguise”, Ruth says.
With paper use no longer practical, the company adopted an Enterprise Resource Planning (ERP) system, switched to electronic signatures, and eliminated almost all physical documents. “Within a month, we had gone completely paperless. It’s been a massive operational win and a financial one too”, Ruth notes.
Getting stuck in the grey areas
While social and operational shifts came easily, environmental metrics proved far more difficult. “We’re hosted in data centres, but when you ask for their emissions data, they tell you they use ‘green electricity’, which tells us nothing,” Ruth says. “And when your staff work from home, how do you account for their heating or electricity use? It’s a rabbit hole.”
Despite these challenges, Phonovation is committed to measuring and improving. With guidance from ISS, they’re exploring practical ways to track Scope 3 emissions, particularly concerning digital infrastructure and remote work. Ruth explains: “We just want black-and-white rules, and right now, we’re navigating in grey.”
To give structure and legitimacy to their efforts, Phonovation began pursuing B Corp certification. They’ve made strong progress on governance, fair pay, and social responsibility, but environmental metrics remain the biggest hurdle.
She shares: “Since we don’t use water or emit CO₂ directly, we don’t earn points in those areas. We’re not doing harm, but we’re not able to prove we’re helping either.”
Still, the team remains optimistic. With support from further training, they are confident they will reach the certification threshold and be able to leverage it as a competitive edge in their industry.
Social sustainability in action and what’s next
While environmental reporting remains complex, Phonovation’s social impact is long-established and far-reaching:
- The company hosted an annual charity golf day, raising €10,000–€15,000 for a young man living with a traumatic brain injury.
- Employees volunteer regularly with the DSPCA, supporting animal welfare and team connection.
- Donations are directed to Breast Cancer Ireland, Wicklow Hospice, and employee-nominated causes.
- A designated charity budget empowers staff to support local and national organisations close to their hearts.
Ruth adds: “We’ve always been values-led. Even before we talked about sustainability, we were supporting people and communities. This work is a natural extension of that.”
Advice for other service-based businesses
Ruth’s guidance for others mirrors the practical, human-first tone that defines Phonovation’s approach: “Don’t overthink it. Pick one area and start there. For us, it was printing. That created momentum.”
She also emphasises the importance of quality education and external support: “The ISS Diploma was transformational. Without it, we’d be planting wildflowers and calling it a strategy.”
From confusion to clarity: Next steps for Phonovation
Phonovation’s immediate priorities include advancing its B Corp certification, enhancing carbon measurement and reporting, and embedding sustainability literacy across teams. They’ve also aligned their strategy to six UN Sustainable Development Goals (SDGs), focusing on equality, decent work, innovation, and responsible consumption.
While Phonovation hasn’t yet marketed its sustainability work to clients, it’s already proving valuable. “Major clients are now sending out sustainability questionnaires. Soon, B Corp certification will help us tick those boxes instantly and stand out,” Ruth explains.
In an industry where few competitors are taking formal action, Phonovation sees its sustainability credentials as a future-proofing tool and a trust builder, especially as procurement teams place greater scrutiny on suppliers.
“We’ve always done right by our employees and customers,” Ruth concludes. “Now we’re making sure we do right by the planet too, even if it’s complicated.”
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If you’d like to connect with others navigating similar challenges or want to hear more about Phonovation’s experience, feel free to reach out to Ruth here.
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Dedicated to harnessing the power of storytelling to raise awareness, demystify, and drive behavioural change, Bronagh works as the Communications & Content Manager at the Institute of Sustainability Studies. Alongside her work with ISS, Bronagh contributes articles to several news media publications on sustainability and mental health.
