Seeing the bigger picture

Our approach

Seeing the bigger picture is part of our business strategy, and reflects our Believe in Better  ethos, our commitment to constant renewal and improvement in everything that we do. Over the last year, Sky has grown considerably, with the acquisitions of both Sky Deutschland and Sky Italia. We now employ almost 30,000 people and reach 21 million customers across Europe. While this growth provides great opportunities for our business, it also comes with greater responsibility. Our approach to building a durable business for the long term remains the same – making a social and economic contribution, acting responsibly day to day, and reaching beyond our business to inspire action and make a positive difference. Over the coming year we’ll be building on the initiatives already in place and will continue to align our approach across the UK, Ireland, Germany, Austria and Italy. Read about our initiatives within the sections below:

    Positive contribution

    Discover more about our wider contribution to the economy, sport and creative industries…

    Responsible business

    Read more about how we’re being good for Sky and for our stakeholders….

    Inspiring action

    Find out about how we’re reaching beyond our business to make a positive impact on society...


    In focus

    Below you can read our recent news stories and blogs on some of our Bigger Picture initiatives. You can also keep up-to-date with our activities through following @skybiggerpic, or sign up to our newsletter at the very bottom of this page.

    Hear from our CEO

    An overview from Group CEO Jeremy Darroch on our progress this year…

    Latest news

    Sky Academy has published extensive new research examining the confidence issues faced by young people…



    Sustainability reporting

    We have been reporting on our approach to sustainability, which we call seeing the bigger picture, since 2002. The Sustainability reporting section provides an overview of our strategy and a detailed update of our progress over the past year. New for this year, we have built an interactive tool giving an overview of our progress in 2014/15. It reflects the work we have done to prioritise the measures we report on – and we now have a clear set of priority measures, including three lead indicators linked to the focus areas of our strategy, which you can explore in the How we're doing 2014/15 section.

    How we report

    Find out about our approach to reporting and how we define our focus areas…

    How we’re doing 2014/15

    Read about our continued progress across each of our focus areas in 2014/15…