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]Every Wednesday we hold an intimate 60 minute strategy and execution clinic where we discuss one strategy / implementation / team question on the mind of each attendee. CEOs and founders only, and max 5 in each session. If this sounds interesting, sign up through Zoom here.