One of the problems that businesses have with implementing sustainability strategies is that they don’t know where to start. Sustainability is a term that is used so ubiquitously that it can be overwhelming to think about. There are many different ways in which businesses are challenged to act more responsibly but not everything that claims to be sustainable really is. In all the noise, it can feel like the concept has completely lost it’s meaning.
The most widely accepted definition of sustainability holds that whatever product or service your company offers, leaves the planet’s resources intact (or ideally even better off), so that future generations can thrive.
Trying to do too much out of the gate is a recipe for failure. Or, worse, having too many goals can lead to cold feet. But you don’t have to do everything at once. We recommend slowing down; instead, be intentional and align your current business strategy with your sustainability initiatives. A strong sustainability strategy should focus on one or two key sustainability goals that are aligned with your company’s vision, values, goals and culture.
Start by thinking about where your passion to make sustainable improvement aligns with your day-to-day activities. Maybe you are a delivery company tired of seeing garbage on the side of the road, so you contribute a percentage of your profits to roadside cleanup programs. Or you are a farm whose community relies on local groundwater reserves, so you contribute to groundwater research. If you are a software development firm, perhaps you prioritize low energy usage as part of the software design process.
Achieving small wins or picking off “low hanging fruit” in the beginning of your sustainability journey, can build momentum and shift company culture. Far too often, companies become bogged down in trying to change everything. It is easy to become overwhelmed with the complexity and make no movement at all. Instead, focus on starting small, consult your employees for innovative ideas, and enable them to test new ideas, accruing small wins that eventually result in big change. This is one way you can shift from a fear of full fledged organizational change into a change maker and sustainability leader.