Values in Live Events: A Conversation With Skiddle Co-founder and CTO, Ben Sebborn

What prompted Skiddle to begin taking action in this space?

“Our journey started by solving real problems. That meant building one of the UK’s first digital ticketing platforms in 2001, then tackling touting with fair queueing, and launching Re:Sell so fans could trade tickets securely.

“The charitable side grew naturally. We’ve added donation options at checkout and supported causes that have affected our team directly, like Macmillan, after losing a colleague in his twenties, and Alder Hey, which treated my daughter after a serious burn.

“We also want to minimise our environmental impact. Our HQ runs on solar panels and heat pumps, many members of our team have benefited from our electric vehicle and cycle to work schemes, and we’ve been digital-first with ticketing since 2006. Most recently, we launched a £1 tree-planting option at checkout.”

What are the biggest challenges of implementing ESG-style initiatives?

“The biggest one is getting people on board – both internally and externally. You can’t tell people to care; you have to show them why it matters and invite them into the process. Authenticity is everything

“Customers spot greenwashing a mile off. If your festival site is knee-deep in plastic and diesel fumes, you can’t claim to be sustainable. The same goes for charity work. It has to be genuine. We’ve found the most success when the causes mean something to us, and when we’ve actively got involved.

“And most importantly, it’s about leading by example. You can’t impose values. You live them and hope others will follow.”

What opportunities do you see for the live events industry when it comes to ESG?

“There’s huge potential. Ticketing platforms like ours can reach tens of thousands of people in just hours. That gives us a real opportunity to make a difference at scale – even a small £1 donation option can raise hundreds of thousands of pounds over time.

“Being socially responsible also builds loyalty and trust. It’s good for the world, and it’s good for business. Customers come back to brands they believe in.”

Is it possible to be both profitable and socially responsible?

“Absolutely. We’re living proof. Being independent helps, because we’re not chasing short-term shareholder returns. But even larger companies can benefit. Ethics build long-term value and a healthier business overall.

“We’ve built a competitive advantage by staying true to our values. Our latest Net Promoter Score was 86, an “excellent” rating, which is a clear sign that customers value how we operate.

“Prosperity, for us, isn’t just about money. It’s about building something we’re proud of, a business we can stand behind.”

Beyond profit, what else do you use to measure success?

“We look at four key things:

• Net Promoter Score (NPS) – to track customer satisfaction and loyalty
• WorkBuzz surveys – to measure staff engagement and wellbeing
• Charity donations – to understand our direct social impact
• Future B Corp certification – we’re working towards this for 2025/26

“Financial success still matters, of course. But when your customers are happy, your team is motivated, and you’re making a difference – that’s the kind of success we’re striving for.

What advice would you give to other businesses looking to start their ESG journey?

“Start small. Pick something that matters to you personally – whether that’s supporting a local charity, cycling to work, or just making better decisions about who you buy from. You don’t have to be perfect. You just have to care enough to start.

“Social responsibility isn’t a department. It’s a series of choices, made every day.”

Keep up to date with all the latest Skiddle news and initiatives by following our Skiddle Promoters Instagram page and our LinkedIn page.