Anita Majhu is the head of licensing and sustainability lead for the brands and licensing division at BBC Studios where she oversees softlines across a portfolio of brands with a focus on identifying and partnering with like-minded businesses that share the values of BBC Studios.

Through this work Anita has helped to lead BBC Earth’s partner strategy and further the conversation around sustainable products while – as the brands and licensing sustainability lead – supporting the business on the delivery of BBC Studios’ plan to create a greener Consumer Products division.

Working extensively across all BBCS brands including Bluey and BBC Earth, Anita also collaborates with partners to bring environmentally considered and more sustainable choices to consumers. She is also a member of a cohort of ‘Emerging Leaders’, BBC’s high potential leadership programme for senior managers as well as a cherished member of the Products of Change community. 

Amid a very busy professional life, Anita takes time out to chat with Products of Change…

Anita, that is some CV you have there. It’s wonderful to have you a part of the POC community and this conversation. What drives you forward, inspires you to push the sustainability agenda across everything you’re doing with BBC Studios?

My values have always been my north star and for me equity and ‘value for all’ is something I feel very strongly about.

The climate challenge will affect us all and we all have a shared responsibility to change the course of direction. None of us will achieve what is needed on our own, but when we all lean in with drive, collaboration, insight, and clarity, I’ve seen that a lot can be achieved. 

BBC Studios has made a commitment to Net Zero in line with SBTi (science based targets initiative) and I share my organisation’s values.  

I am very motivated by doing the right thing but I’m also someone that embraces challenge, I am a systemic thinker and I want things to be the best that they can be at all times. My hybrid position as Head of Licensing and Sustainability lead bridges the commercial aspects of licensing with sustainability and gives me the ability and ownership to drive change and integrate this into BBC Studios values and ambitions. 

BBC Studios is an organisation that is hard-wired to serve its audiences and consumers with its amazing content, brands and licensed products. Bluey is one of our biggest global brands and highlights the great joy and positive impact that a brand can bring to the consumer while doing our absolute best to minimise the environmental footprint, and that’s what pushes me forward.

I also think of myself ‘in service’ to the consumers, audiences, and the teams at BBC Studios but also to our great portfolio of partners and customers in our value chain.

What does success in sustainability in licensing look like for you?

I would like sustainable responsible business practices to be seen as the standard way of doing business (BAU). Leaders are only as good as the people they bring with them, and my hope is that I will do that. I guess I would like to leave behind better processes that reflect a long-term goal of positive change. 

What do you love about bringing sustainability into the brands and licensing space?

This industry is always looking ahead at opportunities, it is so rich with amazing content, talent and new ideas and that’s what makes it an inspiring space to be in. Our Brands and Licensing division is to service consumers needs and wants and tap into the emotional connections that bring people joy, and I think we do a great job of that.

For our industry to keep providing this service we must do things differently. Our industry has thrived on change and for me this transformational change makes our industry a better place. We are reengineering this industry to be future fit, ensuring that we have a right to trade and continue to bring the best consumer products to audiences and fans. 

What does it mean to you seeing sustainability in the hands of customers via your brands and efforts?

I extract a lot of value out of my work and a lot of it goes unseen by the customer, but that can be the beauty of the job. That, to me is service.

BBC Studios endeavours to provide the best products and services in a responsible way for its customers. The work can be complex and challenging at times but it’s a necessary task. I take responsibility for my actions, and I believe I make a difference, which is rewarding.

Obviously, we’re shining the light on you and your achievements in the lead up to International Women’s Day. What does IWD mean to you? What is the power of International Womens’ Day in business today?

My career has spanned over 20 years starting in Retail and I have seen so much positive progress in recognising the contribution women make. 

From my tenures in Buying and travelling manufacturing hubs around the world I saw first-hand how connected our value chain is and how people are impacted in supply chains but also how it’s people that make the difference. We depend on each other for success, yes, but also our welfare. 

It’s great to spend a moment recognising and appreciating the value and successes that women have created and contributed to from around the world. 

I welcome that this attention on IWD is deserved but it also serves as an opportunity to remind us that women have fought for equal recognition. I know that women have more to give and there is more that can be done.

When we look at the bigger picture of sustainable development, what role do you think brands and licensing can play in driving awareness and action around gender equality and equity?

All these things including sustainability are underpinned by a foundation of equity. For me people and the planet have a right to thrive together.  

BBC Studios is well placed to champion diversity and inclusivity across all its brands and licensing programmes. We reach broad audiences, and can create a sense of togetherness and belonging for everyone, we want to build communities of like mindedness around our IP. Our pillars at BBC Studios are that our brands inform, educate and entertain. That sums it up for me.

What do you think the future of purpose-led business looks like, particularly those driven by women leaders and founders? Are we looking at a big recalibration of what ‘business’ is?

I welcome it. In fact, I welcome anyone recognising that they have value to bring. 

The change that I think we should recognise is that supporting difference and environments that are inclusive are important. There is so much rich underutilised insight, opinion, and capabilities here. Continued systemic change is needed to allow this to keep thriving and keep things moving forward. 

For me good leadership is also about surrounding yourself with brilliant, different people with a diverse set of skills and views.

What’s the next step for you Anita? What successes or achievements are you setting your sights on next?

We still have a lot to do here at BBC Studios so that is my priority and focus. And there are many challenges ahead. Whatever this brings I know that it will align with my purpose and values. 

Well this has been both insightful and inspiring Anita, thank you so much for chatting with us. Before we let you off the hook, are there any final thoughts you’d like to offer us?

My journey into sustainability started 4 years ago. And I haven’t done it by my myself. I am grateful for my sponsors and enablers within my organisation and the industry, I lean on many. To my team at BBC Studios and all our partners, thank you for picking up the heavy lifting with me. I want to shout about these people.