Sustainable workplaces: 5 steps all businesses need to take to break the stasis and get the promises actioned (and where others have done it before!)
By Alex Dodds, Principal Consultant, Q5
Many businesses are suffering from an affliction known as the ‘Sustainability Anticlimax’. Often the case after bold and exciting strategies and targets are put forward and enshrined, the momentum is lost when the question turns to the ‘how’, more explicitly ‘How in the world are we going to achieve what we’ve just signed up for?!’. Barriers, both known and unknown, spring up, seemingly taking great delight in telling you ‘No, we can’t do that’ in all manner of forms.
It’s not just those that are resistant to change that create an environment of stasis, as even your greatest advocates lose hope when daunted by the scale of the change necessary. Often we find the ambition and determination to achieve that goal is there, but is let down by the absence of strong foundations to guide teams through adversity and drive the change that we all need.
However, all is not lost. As one very wise person put it when asked how you eat an elephant. One bite at a time.
Please ignore the sustainability red flag raised by the prospect of eating an endangered elephant, and instead let us focus on what makes up those incremental bites.
Firstly, a definition. A sustainable workplace is one that minimises its negative environmental impact, promotes social responsibility and ensures its business model is economically viable, particularly accounting for negative externalities. As the definition suggests, this calls for change across the entire organisation, shifting strategy, ways of working and culture as you go. A formidable prospect I know, so let me share the 5 key tips to set you up for sustainability success in the workplace:
1: You are what you measure – set KPIs that create genuine impact
When setting Key Performance Indicators (KPIs) for sustainability, it’s crucial to ensure they have genuine impact and align with those promises you signed up for. Beware of the vanity metric that might look good but are pretty superficial, such as the number of recycling bins, and instead focus your attention on those KPIs that drive meaningful change.
By establishing KPIs that address those critical sustainability issues, you can track your progress and hold yourselves accountable. Transparently reporting on these KPIs showcases your commitment to sustainability and provides a benchmark for improvement. Additionally, sharing the progress made on impactful KPIs can inspire and motivate employees (but more on that one later).
Where you could start…
What you prioritise as ‘meaningful change’ is up to you and your vision for a sustainable workplace, but should you so choose, there are some low hanging metric fruits out there. For example, it’s now really easy (and free) to measure the footprint of your Company’s air travel by using a carbon calculator like this one – https://www.myclimate.org/. Don’t let perfect be the enemy of good by searching high and low for the one sustainability metric to rule them all. You don’t have the time, and neither does the planet.
For some inspiration look no further than… Patagonia
No self-respecting ESG article would be complete without mentioning Patagonia, the iconic outdoor clothing and gear Company. They committed to achieving carbon neutrality by 2025 and have implemented various initiatives to achieve this goal. They track and report their progress transparently, ensuring their KPIs have a genuine impact on reducing greenhouse gas emissions.
2: It’s not all about you – seek partners in your journey
Sustainability challenges aren’t beholden to your organisation’s four walls and neither should you be. These challenges require collective action, and therefore make collaboration and partnerships essential. Collaborate with who? Well, I bet the list of who not to collaborate with is much shorter. Think suppliers, think industry peers, think NGOs. Actually, think of any grouping of people who share the two following characteristics a) the same sustainability challenge you have and b) a genuine desire to affect positive change. As much as possible, try to adopt an abundance mindset, sharing expertise and best practices where you go and seeking feedback as you are definitely not the first business to face this challenge.
Partnerships can also enhance the credibility of your business by demonstrating your commitment to sustainability. Engaging in cross-industry initiatives, such as industry sustainability coalitions or public-private partnerships, strengthens the collective voice for change and creates a platform to advocate for sustainable policies and practices at a broader level. Never underestimate the power of the collective voice.
And who knows what could come of it? Sharing your gems of ideas and listening to others breeds innovation, tapping into that collective wisdom to accelerate progress and amplify impact, and we need innovation now more than ever to get us out of this environmental hole we’ve found ourselves in.
Where you could start…
A great place to start is with your existing supplier/client network as you’ve already got the relationship. For example, a construction Company could collaborate with architectural firms, suppliers, and local communities to establish promote sustainable design practices, source environmentally friendly materials, and engage in community outreach programs to ensure that construction projects have a positive impact on the environment and local communities.
For some inspiration look no further than… The Fashion Industry Charter for Climate Action
The Charter is an example of collaboration and partnership within the fashion industry. Signed in 2018 and renewed at COP 26 in 2021, It brings together brands, suppliers, NGOs, and others to both recognise the fashion industry’s impact on climate change and take steps to address it. Companies like Adidas, H&M, and Gap have joined forces to collaborate on sustainable practices, share knowledge, and work collectively to reduce the fashion industry’s environmental impact.
3: Clear the side-of-desk – set up for success and empower your teams to drive change
Where sustainability initiatives often get lost (especially in organisations that don’t have dedicated teams) is when they are treated as a side-of-desk activity. Something that’s important in the moment, until something more important!! comes along and knocks it off its perch, suffocating all momentum gained along with it.
For some organisations, having resources dedicated to sustainability can seem like a real burden and infeasible. But again, it comes down to priorities. If sustainability is a strategic priority for your Company and not just lip service, then it deserves to be treated as such. Provide your sustainability team, be that a full-time team or working group, with the necessary tools, resources, and authority to make decisions. This will create a sense of ownership and turbocharge meaningful change.
Resist the urge to be very directive with the ‘how’ i.e. ‘and here’s how you should achieve the strategy’ as that’s a really fast way to lose ownership and disenfranchise your newly formed sustainability squad. Instead provide the team with the ‘where’ i.e. ‘here’s where we need to get to’ and let them own the journey they take to get there, which flows nicely onto step number 4.
Where you could start…
If you are in a business that can create a dedicated sustainability department, then provide resources, training, and decision-making authority to this team. This will ensure that sustainability initiatives are integrated into your core business strategies. For example, in a financial institution that could be ensuring responsible investment practices, green financing options, and sustainable risk assessments.
For some inspiration look no further than… Google
Google’s “20percent time” policy allows employees to dedicate 20percent of their work time to pursue passion projects, including sustainability initiatives. This policy has empowered employees to develop innovative projects related to sustainability, such as Google’s renewable energy initiatives, waste reduction programs, and sustainable transportation projects.
4: Let people surprise you – engage your peers and seek ideas
You’re not alone in this journey and you shouldn’t feel the need to come up with all the answers. Actively involve employees by sharing the vision and the problem statement or the ‘why’ we’re on this path. You will find many passionate allies who may have been harbouring an idea or a hypothesis on how you can work differently to become more sustainable who have been waiting to be asked in the right way.
This goes hand in hand with setting teams up for success (step 3) and by ensuring employees feel heard and can contribute, you demonstrate that you value employee input and ideally you will foster a culture of innovation.
Encourage open dialogue and provide channels for employees to share their ideas, suggestions, and concerns regarding sustainability. Establish employee feedback mechanisms, such as suggestion boxes, dedicated email addresses, or regular team meetings, to gather input and foster a culture of continuous improvement.
Shine the light and celebrate employee contributions to sustainability, no matter how big or small. Highlight success stories, publicly acknowledge employees’ efforts, and provide incentives or rewards for outstanding contributions. This recognition not only boosts morale but also will encourage others to actively participate.
By bringing your peers in, you unleash their creativity and passion and tap into their diverse perspectives. In any organisation, employees who are in different departments often possess valuable insights and innovative ideas that can drive sustainability initiatives forward.
Where you could start…
If you’re looking to run a ‘quick and dirty’ sustainability ideation session, the beloved ‘How Might We…’ question for design thinkers is a great place to start. As with any ideation activity, the environment matters (doubly so in this case!), so be sure to take time into getting participants in the right frame of mind, detaching them from their day-to-day realities and into the world of the possible. You might choose to go outside to bring you closer to nature or even go to a different area of the building that they are not usually in. Then once everyone is feeling positive and raring to go, ask the question ‘How might we achieve our sustainability vision of X?’ and let the good times roll.
For some inspiration look no further than… IBM
IBM’s “IBM Green Ideas” program brings employees into the sustainability fold by setting up a program that asks them to submit innovative sustainability proposals. Ideas cover energy-saving measures, sustainable transportation, and more. Selected proposals then receive resources for implementation, fostering a real sense of ownership.
5: Kill the elephants in the room (apologies again – no elephants were harmed in the writing of this article) – don’t rely on the moral argument, win over hearts and minds and demonstrate the business case
Meaningful long-lasting change can only ever occur by appealing to someone’s heart and/or mind. Don’t rely on the moral argument to push change through as sustainability will be the first thing to get dropped off the priorities list if the going gets tough. You need to provide clear and compelling communication about the benefits of sustainability, both for the environment and for the business.
You can do this through several ways. For example, demonstrate how sustainability initiatives can generate cost savings, improve operational efficiency, mitigate risks, enhance brand reputation, attract customers, and foster employee loyalty. Quantify the financial and non-financial benefits of sustainability practices and showcase the return on investment and long-term value creation.
By effectively communicating the business case for sustainability, you can gain buy-in from employees, stakeholders, and decision-makers. This creates a culture where sustainability is seen as integral to business success, paving the way for sustained commitment and most importantly, action.
Where you could start…
Whilst we know there is a green premium that certain customer segments will pay, this may not apply to all firms and this premium has arguably been damaged by the recent greenwashing scandals. You could instead flip the argument and start putting a risk premium on activities that are not economically viable in the medium to long run. This could be because of finite resources or the threat of greater taxation and regulation. For example, a green tax being put on products made by fossil fuels.
For some inspiration look no further than… Unilever
Unilever, a multinational consumer goods Company, produced their “Sustainable Living” plan that incorporated sustainability into its product portfolio, attracting eco-conscious consumers and achieving significant growth in sustainable brands. Unilever’s sustainable products, such as their plant-based cleaning products and recyclable packaging, not only drive positive environmental impact but also tap into the growing market demand for sustainable goods, resulting in increased sales and market share.
In conclusion
Many of these steps may seem daunting, but they hold the key to unlocking a sustainable future and keeping those sustainable promises. Real-life examples from Patagonia to Google, from the Fashion Industry Charter to IBM, inspire us to believe that change is possible and that you don’t have to go for the big bang all at once. Take small steps and work your way there so we can break free from the Sustainability Anticlimax and embrace the challenge.
