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]Today's economy and environment is full of uncertainty and opportunity. Are you confident in you and your leadership team's ability to build and control your business going into 2023? We're looking for a group of 5 CEOs (10 to 100 employees) to join us on this workshop to talk through how to make your strategy, purpose and values happen. Join us.