Research reveals sustainability initiatives drive personal motivation and project opportunities for software developers

LONDON – 1st September, 2022 – Research, commissioned by Ordnance Survey (OS) and conducted by Metia Group, has revealed why sustainability projects are an increasing area of focus for software developers, with job satisfaction, higher pay, and unique problem-solving opportunities cited as key drivers.  

Metia Group’s specialist research and insight unit canvassed the opinions of 500 developers who have worked on UK-focused sustainability projects and created the OS report Sustainability Opportunities for Software Developers. The research shows that developers are highly motivated to support positive change, and highlights that UK efforts to reduce transport emissions has driven up the demand for developers able to support the rollout of electric vehicles (EVs). 

Key findings include: 

  • Over 90% of respondents said they enjoy working on sustainability projects because of the challenges involved and the motivation to do good 
  • 82% of respondents reported that sustainability projects attract at least 5% higher remuneration, with British and Polish developers reporting at least 10% higher pay 
  • 94% of developers bring their own ideas to sustainability projects, showing they are highly engaged with the process 
  • The main focus to date has been sustainable development – close to 70% of respondents have worked on projects in this area, followed by energy and power at 57%, natural resources at 51%, and transport and mobility at 49%  
  • Some 66% of developers who worked on transport and mobility projects focused on EVs 
  • 87% of respondents working on EV projects agreed that the UK’s Zero Emission Policy was a key driver of their EV project. Of these, 37% worked on EV infrastructure development projects, and 34% on EV projects related to user experience 
  • 46% of developers working on sustainability projects use geospatial data and tools 


Steve Ellis, Founder at Metia Group, said: “Engaging and motivating developer communities is critical to activating so many markets, EV and more broadly sustainability is no different. It has been great to work with Ordnance Survey, exploring the role of software developers. The findings make it clear that developers have a key role to play in easing the transition to a decarbonised world. Motivating developers and giving them access to the right tools will be vital to accelerate these projects.”  

“Geospatial data is critical to EV rollout and Ordnance Survey is helping developers via its OS Data Hub,” Ellis added. “OS data can then be combined with other data sources to create innovative new apps and services about charging, for both EV users and infrastructure planners.” 

The OS report, ‘Sustainability: Opportunities for Software Developers’ – is available here. 

About Metia 

Metia Group is a global marketing agency with offices in London, Seattle, Austin and Singapore. Employing over 100 highly skilled strategy, insight, digital and marketing professionals, the company provides highly integrated marketing programs for global brands and businesses. 

Metia’s clients include many of the world’s leading corporations and largest business-to-business brands. During the past two years, the company has executed marketing activities in 88 countries and in 39 languages. For more information, visit