Have you encountered a CEO or employee who totally believes in the value of sustainable efforts, but also thinks it’s basically someone else’s problem? Unfortunately you aren’t alone. A recent feature in the Harvard Business Review noted that while many organizations these days are happy to talk about sustainable changes, they aren’t really committed to implementing those efforts.
Example? While carbon emissions continue to grow, only 1/3 of the 600 largest US Companies have taken steps to put systematic sustainability oversight in place at the board level. So how can we motivate companies to take that next step and actually walk the walk when it comes to making sustainable changes?
After interviewing more than 100 people ranging from CEOs to shop floor workers, CB Bhattacharya found that most companies fail to help the members of their team — at all levels — take ownership over these changes. In order to successfully implement sustainable solutions everyone has to believe that this is OUR problem, not someone else’s. So Bhattacharya developed a 3-step model that will help companies move away from just talking and into action.
In this first phase requires examining your company’s goals and determining how your business impacts the world. In this step, businesses often gain perspective on ways they could make sustainable changes through action, but typically need further help to move their plan into place.
During phase two, the sustainability plan must be presented to stakeholders which helps set the element of ownership into motion. You need to determine what will be the strongest selling point for your team to get committed — focusing on financial benefits or the positive feelings of making a difference. Most likely you will need a bit of both to encourage the feeling that these efforts are for the long-term betterment of your company and the community.
Helping members of the team see that their efforts have a real impact can make a huge difference to their willingness to commit to changes.
Once people have really gotten on board with the plan and sustainable changes are in place, they will (hopefully) become routine. Making sure to measure the impact of your changes so you can report back will make it clear to everyone what a difference is being made. Being able to really see the changes — say water use reduction — can be highly motivating, instilling pride in the good work and inspiring people to want to do more.
In Leveraging Corporate Responsibility: The Stakeholder Route to Maximizing Business and Social Value, Bhattacharya and fellow authors Sankar Sen and Daniel Korschun note that the social and environmental responsibility movement doesn’t seem to show any signs of fading away. As more and more companies commit to making real changes, there are also indirect effects of the efforts — employee retention, customer loyalty, and investor reaction and support.
If you can get your team to go all in with you, we know the benefits will be worth the effort.