Building a culture of responsibility: How Tatiana Pershukova drives ESG from within
Since joining Normec Hybeta in 2019 as Fleetmanager and Training and Seminar Manager, Tatiana has developed a clear view on what ESG principals should look like in practice. “For me, ESG is not about big buzzwords or perfect concepts. It’s about awareness and small, practical improvements that make a difference over time.” Taking on the role of ESG Change Champion therefore felt like a natural step: an opportunity to turn that belief into something tangible within the organisation.
From mindset to everyday practice
Tatiana’s motivation to take on her role as a Change Champion comes from a clear belief. For her, acting sustainably and socially responsibly is simply the right thing to do. That belief defines how she approaches ESG. She focuses on people by helping colleagues understand why ESG matters and how it connects to their daily work.
“For me, it’s about awareness and ownership,” she explains. “When people see how it relates to what they do, it becomes something they genuinely care about, not something they feel they have to do.”
In practice, this means embedding ESG into the way teams work by questioning routines, encouraging more conscious use of resources, and creating space for reflection. At the same time, she emphasizes the importance of a respectful and inclusive work environment. “When ESG becomes part of how teams operate, it stops feeling like an extra layer,” she says. “It simply becomes the way things are done.”
Creating change without forcing it
As the role of ESG Change Champion continues to take shape, Tatiana positions herself as a facilitator. Her role is not to implement ESG on behalf of others, but to support and empower them to drive and realize change themselves.
“If it fits naturally into how people already work, it becomes much easier to adopt.”
She does this by creating momentum in small, practical ways: sharing examples, asking the right questions, and helping colleagues spot opportunities within their own work. Whether it’s procurement choices or day-to-day processes, she focuses on helping teams see what’s already possible.
Leading in a way people believe
What makes this approach work is consistency. Tatiana doesn’t separate what she promotes at work from how she lives outside of it. In her professional role, she challenges inefficiencies, encourages more thoughtful use of resources, and keeps ESG part of ongoing conversations. In her personal life, she makes conscious choices – from the products she uses to the way she approaches consumption and interaction with others. It’s not about perfection, but about alignment. “People notice when actions and words match” she says. “That’s what builds trust and that’s what makes change stick.”
Practical lessons for organisations
Tatiana’s approach shows that building a culture of responsibility doesn’t require complex programmes, just the right focus. Her 5 key take-aways:
- 1
Make ESG relevant to daily work
Connect sustainability and social responsibility to what people actually do every day. The closer it is to their role, the stronger the engagement.
- 2
Create visibility around progress
Share examples, even small ones. Seeing real actions in practice helps turn ESG from an idea into something tangible and motivating.
- 3
Keep it simple and practical
Make responsible choices easy. The more accessible they are, the more likely they are to become part of everyday routines.
- 4
Encourage ownership, not obligation
People engage more when they feel part of the change, rather than being told what to do.
- 5
Embed ESG in your culture
ESG is not only about environmental impact, it’s also about how people work together. Respect, fairness, and inclusion are essential.
In the end, organisations don’t build impact through strategy alone, but through the behaviour of the people within them. When ESG becomes part of how people think and work, it becomes sustainable by nature.