Our strategy is to Think Big about how we can bring about positive change with our products and services.

We want to help shape the future for our customers, employees and communities, and to be recognised in our field for sustainability.

Naturally we plan to grow. But we aim to be collaborative and responsible along the way, listening to others and connecting people for the benefit of society and the environment.

Forum for the Future, our sustainability partner, is helping to guide our agenda. We are using Forum's sustainability leadership model to monitor our progress and drive O2 to industry leadership by 2012.

We aim to:

• Promote sustainable living through our products and services.
• Create opportunities for people to join together for positive change in their communities.
• Encourage customers and employees to lead sustainable lifestyles at work and home.
• Get our own house in order - by continually reducing our carbon emissions, operating as efficiently as we can and investing in smarter and greener capabilities for customers.

In 2009 we developed our Think Big plan and began to turn it into action with 11 key projects.