From “be OK” to “be the best!” on Sustainability
My avalanche of work rumbles on – never have I had so many big simultaneous projects on the go, so things like blogging, vlogging etc have had to go on the back burner. My fellow Sustainability consultants are reporting the same and collectively we’re starting to turn down opportunities so we can keep the quality up on our live projects.
Amongst several trends I have noticed in this period is the elevation in ambition from mid-table mediocrity to winning the league. This is a pleasure in many ways, and particularly personally fulfilling to be working with organisations who want to make a difference. And not in a handwringing, ‘hands cupping a sapling’ kind of way, but people seeing Sustainability performance as a badge of excellence.
The idea of organisations competing on Sustainability will accelerate progress, both at the top level brands, but also pushed up and down the value chain. We know from other revolutions, for example the smartphone, that progress is lumpy – a large number of innovations need to mature for insurgent business trends to become dominant – but the final takeover can be remarkably sudden.
And I’m thoroughly enjoying being part of it!