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Aggregate Industries (AIUK), part of the Holcim Group, is a leader in sustainable construction and building materials. With sustainability at the core of their strategy, AIUK was committed to driving meaningful change. However, while the moral case for sustainability was clear, there was a gap in translating this vision into commercial decision-making at all levels.
To bridge this gap, AIUK’s L&D and Sustainability teams identified a critical need: empowering managers across functions to integrate sustainability into their day-to-day roles in a commercially viable way. They needed a solution that would go beyond theory - something immersive, practical, and engaging.
ProfitAbility’s ‘Making Waves’ simulation is a three-module interactive learning experience, designed to help leaders navigate the complexities of sustainable decision-making.
PBS delivered interactive virtual sessions to 120 high-potential AIUK managers, drawn from all areas of the business. Each cohort of 20-25 participants took part in the simulation over two half-day sessions via Zoom, ensuring minimal disruption to their work while maximising engagement.
To enhance relevance and impact, AIUK worked closely with PBS to tailor the experience, modifying exercises and assets to reflect the reality that managers are facing in their day jobs.
PBS measured the programme’s effectiveness using the four levels of the Kirkpatrick Model, revealing both immediate engagement and long-term behavioural change.
Level 1: Engagement & Experience
Participants rated the course 88% for overall satisfaction, the facilitators 96%, and the Net Promoter Score (NPS) 69—a strong indicator of enthusiasm and perceived value.
What participants said:
“The sessions were incredibly engaging—the time flew by! A great balance of learning and collaboration.” – Norman Landreth
“This experience made sustainability feel real and actionable. It was inclusive for all levels of knowledge.” – Monique O’Reilly
“The game brought sustainability to life across all functions—brilliantly interactive.” – Damien Preece
Level 2: Knowledge Shift
A pre- and post-course assessment showed significant improvement in participants’ understanding of:
✅ The commercial impact of sustainability decisions
✅ How to align sustainability with business strategy
✅ Tangible ways to integrate sustainability into daily operations
Level 3: Behavioural Change
By the end of the programme, participants had identified concrete actions they could implement immediately. Key takeaways included:
"I now feel more confident making proactive sustainable choices—and advocating for the great work we’re already doing!" – Carmella Barbour
"Sustainability and commercial priorities must align. I will drive a clear strategy that achieves both." – Phillip Robinson
"I plan to highlight the value proposition of our sustainable products more effectively." – David Gilbey
Level 4: Business & Sustainability Impact
The real test? Turning learning into measurable change. Participants committed to actions that would directly impact AIUK’s sustainability goals. Here are just a few of the commitments made:
AIUK’s L&D and Sustainability teams are now ensuring these commitments turn into lasting impact by:
By making sustainability commercially viable and personally actionable, AIUK is turning learning into leadership, one decision at a time.
Our mission is to bring game-based learning experiences to all corporate training programmes. Since 1987. We have designed games for over 500 organisations, providing unique learning experiences to nearly 500,000 people globally.
To find out more, our team would love to hear from you.
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