Who we are

Generation R was founded by Jamie Rusby and Saskia Jamin in 2025.

We draw on decades of experience working to transform value chains in sustainability leadership roles at IKEA, Hema, KPMG and VELUX giving us a deep understanding of the motivations and barriers faced by the leaders who are critical to the transition.

We understand the scale and urgency of achieving a just climate transition that reduces emissions in line with science and protects people, health and livelihoods in climate vulnerable countries.

We know that transformation won’t come from more initiatives and projects alongside business as usual, but by surfacing and addressing the root causes preventing progress within businesses, supply chains and markets.

We believe that lasting change depends on new ways to collaborate and practical steps to close the gap between sustainability commitments and action.


  • Founder

    Jamie Rusby is a purpose driven leader with 20 years experience advancing solutions to problems of people & planet.

    His track record includes successful integration of sustainability into large corporations, delivery of carbon reduction, circularity and biodiversity programmes and campaigns to lift up the positive voice of business.

    Jamie was most recently Group Director for Sustainability at VELUX Group where he was responsible for developing and driving implementation of the Group’s 2030 sustainability strategy, including commitments to halve value chain emissions and to capture the Group’s historical emissions (scope 1 and 2).

    Before joining VELUX, he held different leadership roles in sustainability at IKEA, including leading sustainability communications and engagement (IKEA Group) and heading Sustainability Policy and Strategy (Ingka Group).  

    Jamie is a British and Swedish citizen and lives in southern Sweden with his wife and three children.


  • Founder

    Saskia is a hands-on changemaker with 20 years of on-the-ground experience in global supply chains, working with procurement teams, suppliers, workers, and communities to improve sustainability impacts. Her main approach has always been to connect and listen, bringing forward workers’ voices and stories to shift perspectives and create stronger engagement and understanding of all involved. Whether on the factory floor or across corporate departments.

    Saskia was most recently Head of Sustainability Strategy & Policy at Ingka Group (IKEA’s largest franchisee), where she was responsible for leading the Group’s 2030 sustainability direction. Before joining Ingka, she held different sustainability leadership roles at IKEA and established HEMA’s in-house sustainability capacity building team in Asia.

    Being Dutch, she landed in Sweden after six years in Shanghai and now lives south of Malmö with her husband and their three daughters.