Sustainability isn't just a buzzword; it's a journey of transformation, curiosity, and impact. Jean-François Obregón (HBA ‘09), an Ivey Business School Research Fellow and founder of The Urban Hulk, shares his thoughts on careers in sustainability and how to make a meaningful impact through work.
Roots in sustainability
Reflecting on where Jean-François Obregón’s initial spark for sustainability emerged, he remembers his early days gardening. This helped him grow his connection to land.
His interest in history and examining ways of tackling social and environmental problems created a foundation for his future work. He took an interest in corporate social responsibility with its emergence in the early 2000s. That development proved to be crucial for his motivation to apply to the HBA program.
Jean-François credits his time as an Ivey HBA student with learning how to manage complex discussions about social, environmental, and economic issues. In-class discussions served as a training ground for defending your points, gaining confidence, and knowing how to launch and frame arguments. All these skills prove to be valuable in the working world.
During Jean-François’ exchange term to the Rotterdam School of Management, he was exposed to Dutch cycling lanes, transit, walkable streets. This experience opened his worldview to new perspectives on how cities could be organized differently across North America. He brought this captured knowledge back home to Toronto, retaining an interest in urban planning throughout his career.
Transitioning to research and urban planning
After meaningful time spent in private sector, including a role at Sustainalytics, where he researched the ESG risks of the financial and real estate sectors, Jean-Francois started to look into conservation finance. He became interested in using finance as a means to conserve land, parks, flora, and fauna. While he enjoyed his time there, he wanted to develop his passion for urban planning.
Upon thoughtful reflection, Jean-Francois found himself exploring a new path: research in academia. A decade after completing his HBA program, he made the decision to pursue a Master’s of Planning in Urban Development at Toronto Metropolitan University (formerly Ryerson University) to support his newfound path. Without the insights and experiences gained from his professional journey, Jean-François believes he would not have been able to discover his passion for academic research.
“If you are passionate, and open, and you show that you are a good worker or good at whatever you do, you’ll be able to find people who will support you,” he said of his experience pursuing a Master’s degree at Toronto Metropolitan University.
Now, Jean-François contributes to sustainability research as a Research Fellow at Ivey’s Sustainable Finance Lab, where he works on projects related to climate smart agriculture and regenerative agriculture in Canada. One of his most recent projects that he is proud of is a report addressing barriers to scaling up regenerative agriculture in Canada, which will be launched in early-2024. The goal of this research is to overcome barriers facing the widespread adoption of regenerative practices in Canadian agriculture that support soil health, biodiversity, and reduce costs for famers.
Jean-Francois also leads The Urban Hulk, a consultancy and blog, where he promotes the intersection between sustainable finance and urban planning, along with the importance of biodiversity finance. He is currently working with a real estate developer on a mixed-use development project in Brockville, ON. The project is seeking funding for integrating biodiversity features and green spaces. Through The Urban Hulk, he has found space and openness to pursue new ideas.
Advice for students
Jean-François advocates for a holistic approach to sustainability for students. He underscores the importance of keeping an open mind and building “functional, transferable skills” and to “listen to your inner voice to figure out what to do next,” trusting your intuition over the pressures of what others may tell you to do.
To connect with fellow alumni, join Ivey's LinkedIn Sustainability Community.
