Sebastian Munden, chair of the global board of trustees for the environmental action NGO WRAP and of Ad Net Zero, the advertising industry’s climate action programme, has been awarded a CBE in King Charles’ New Year Honours for services to Business, and to the Circular Economy.
Sebastian Munden said, “This is an incredible honour. I’d like to pay tribute to my former colleagues at Unilever for over three decades of developing new products together, without whose inspiring partnership none of this would have been possible. And to my current colleagues at WRAP and Ad Net Zero working with businesses to make the circular economy an everyday reality across many different sectors.
“It’s also recognition for all those in the grocery industry working to create a better packaging system, and for the practical contribution of businesses alongside national and local governments in the way change is implemented.
“It’s a joy to work alongside so many people who want to innovate a better future that’s also better business, with the circular economy growing in value much faster than the economy as a whole.”
Catherine David, CEO of WRAP, said: “This recognition reflects the power of sustained, collaborative leadership.
“Sebastian has been instrumental in reshaping how businesses think and act, helping move the circular economy from the margins to the mainstream and demonstrating how business, government and industry can work together to deliver meaningful change at scale.
“He’s an inspirational leader to work with, bringing deep business experience, creativity and humility to tackling some of the biggest challenges of our time. He has a rare ability to think across sectors and disciplines to generate new solutions to old problems, and a clear belief in making big businesses better and better businesses bigger.
“I’m thrilled to see Sebastian recognised for his outstanding contributions, including his leadership as Chair of WRAP, and it’s been a privilege to work alongside him in turning bold ideas into lasting change.”
Sebastian is the independent Chair of the advisory steering group for Pack UK – the scheme administrator for UK household packaging recycling (Extended Producer Responsibility). The group representing industry sectors, all home nations, and local authorities has been giving wide-ranging input to Pack UK during the set-up of the scheme.
Before becoming Chair of WRAP and Ad Net Zero, Sebastian worked for more than 30 years in consumer products, building strong brands with commercial success while addressing wider responsibilities to society and the planet. He was chief executive of Unilever UK & Ireland for five years until 2022, and before this head of Unilever’s global marketing operations and held other senior roles across Europe and North America.
Sebastian is known for his work on successful brand building and championing more sustainable innovation that’s better for business: addressing environmental issues linked to plastic, food and packaging waste. Under his leadership Unilever became a founding signatory to the UK Plastic Pact, in 2018.
He has served on policy and steering groups for The Food & Drink Federation, The Institute of Grocery Distribution, The Inclusive Economy Partnership run by the Cabinet Office, and for Movement to Work, and chaired a policy review on the Future of the Local Economy for the British Chambers of Commerce.
Sebastian is co-author of the book, Sustainable Advertising: how advertising can support a better future, with Matt Bourn, which was shortlisted in the 2025 Business Book Awards.
As Chair of WRAP, Sebastian has helped the organisation establish WRAP Americas, WRAP EU and a more global way of working. WRAP is renowned for its ground-breaking work bridging governments, businesses and society to reshape the economy from one where a take-make-dispose approach generates volumes of greenhouse gas emissions and polluting waste, to a transformative new approach for food, textiles and manufactured products.
