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1 March 2017

Build the Sustainability Strategy that works for you


Sometimes I just can't help myself challenging what I see as inadvertently dangerous statements on Sustainability. One tweet I saw yesterday was about how little business understands the Sustainable Development Goals (SDGs) and that this was a Bad Thing. My view is that the 17 SDGs and their multifarious subgoals do not provide a suitable structure for corporate sustainability. So I couldn't resist weighing in.

What problem have I got with the SDGs? It's the same with trying to adopt, say, the ten One Planet Living principles. There's nothing wrong with OPL, but can you recite all ten principles without looking? I bet no-one can recite the 17 SDGs without hesitating. Are all 10OPLs/17SDGs priorities for every business? After all, these frameworks are designed to be universal, and, if you prioritise everything, you prioritise nothing.

Imagine Google trying to come up with a statement on land use. Yes, they could plant a few extra shrubs to attract butterflies at the Googleplex, but I'd rather see them focus efforts on their carbon footprint (which they do) as that will make most difference – and be most meaningful to employees and other stakeholders. Leave land use to the food, fibre and forestry industries.

There's a deeper reason why you shouldn't try to adopt someone else's framework wholesale – the concept of 'Not Invented Here'. You will never, ever get as much buy-in for an imported off-the-shelf system than you do for one which has been created by those charged with delivering on it. A inclusive process of creating the strategy and setting the goals can be used to help create the culture required to deliver them (one of the reasons why we base our strategy development process around workshops for key decision makers).

Strategy + culture = success.

Take one of my clients, Interface. When founder Ray Anderson created Mission Zero, the overall target was a zero footprint by 2020. They break this down to 7 goals which are appropriate for the business – which is good as 7 is roughly the limit to the number of things you can easily remember. They call these the seven faces of Mount Sustainability, all of which have to be climbed. My pedantic side says "but you only need to climb one face of a mountain...", but that quibble doesn't matter – Interface created the analogy, they own it, and it works for them, big time. That's what matters.

So, use the SDGs, One Planet Living or whatever as a checklist to pick and choose from, but build the strategy that works for you and your colleagues, not something off the shelf.

Don't forget to download our new white paper: Seven Steps to a Successful Sustainability Strategy



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23 October 2015

The mentality of sustainability targets

Athlete compete in paul vault

The installation of a pull-up bar on my school run route last year started a "challenge Daddy" thing with my kids where they joyfully count reps as I huff and puff, lugging my beer gut into the air over and over again. As I could barely manage 10 when we started, I set myself a target of 20 by the end of 2015. I achieved that by March and slowly crept up to about 24 by the summer. Last month I decided to reset my target to 30 and managed 32 last week. This morning I was disappointed with 29.

The psychology fascinates me. I quickly met my original target and was then happy to coast until I set another target – unthinkable this time last year – and easily met it again, hardly noticing the extra effort.

A sustainability manager I was interviewing a couple of weeks ago (for an exciting client project you'll hear about next year) used a high jump analogy for this. You have to be able to see the bar to clear it. If the bar was replaced by a laser detecting how high you jump, you would never manage the same height. In the same way you need clear, ambitious sustainability targets, and, when you hit them, raise the bar or the organisation will coast.

That sounds obvious, but I've been reviewing the new UN Sustainable Development Goals for the next edition of Ask Gareth, and, of the 169 'targets' only a minority are quantified. "Substantially increasing the share of renewable energy" is highly unlikely to drive change (and provides plenty of cover to justify poor progress).

So set the bar, and if you clear it, raise it.


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