Is your sustainability certificate really making a difference? How deep does it go? Has it helped shape your commercial strategy?
I see a lot of companies now brandishing their sustainability credentials. And that’s a good thing. In my view sometimes even when it’s greenwash (see earlier post).
But your sustainability can come from so many levels.
At its most basic, a sustainable company. Carbon neutral, or better, aiming for Net Zero is one level. And a laudable one.
But where it gets exciting is when you start to look for ways for it to shape your above-the-line commercial strategy. Specially if it allows you to both hit a more sustainable spot, and one that’s commercially stronger.
For example, if you’re a consulting organisation could you look at a portfolio which includes working with clients on their sustainability and biodiversity credentials? Not only if you’re a pure sustainability consultant, but even if you sell Microsoft Teams, data and AI, Salesforce or whatever?
Addressing the sustainability challenge / opportunity in your value chain can form a part of your commercial strategy, and furrow a new niche.
And it’s not just about sustainability and biodiversity. It could as readily be diversity and social justice.
So sure, tick the carbon neutral box. That’s a good thing to do. But why stop there? Our world needs a more creative answer, and your company may flourish as a result.
[Talk to me if you’d like to pursue a more purpose and values-led strategy aligned with commercial and operational success]Will 2022 be another year of a strategy at best vaguely met? Of being a CEO unable to step back from the day-to-day to do the things your company needs to meet it's ambitions? Of having a purpose and values that don't directly connect to everything you do? We're looking for an intimate beta group of CEOs (10 to 40 employees) to join us on this upcoming webinar to talk through our Build on Purpose framework for making strategy, purpose and values happen.