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]

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