Sustainability leadership is an important concept that has become increasingly relevant in recent years. Companies have realized the importance of sustainability and have embraced it as an opportunity to increase profitability. I recently discussed the success stories of companies like Nike, Interface, and Unilever, who have implemented sustainability leadership strategies and have seen increased profitability as a result, for our podcast series Sustainability: the Business Opportunity of the 21st Century.
Part of successful sustainability leadership is understanding the concept of materiality. Materiality is a measure of the importance of strategic decisions and their impact on the business and its stakeholders. By analyzing materiality, companies can set priorities around sustainability activities. To do this, companies need to get feedback from stakeholders to determine the importance of issues and the impacts on its stakeholders and the communities they serve. This feedback can be collected through reading reports, getting studies, direct interviews, and other methods.
Richard Blundell, in his article for the Rotman School of Management, highlighted the importance of passion, vision, and purpose for successful sustainability leadership. Ray Anderson, the founder of Interface, created a consulting arm called Rays to help other companies transition to a lower carbon world. In a meeting, the executive present was being very disruptive and obstructive. However, he was struck by the passion and message Ray had created and generated for the purpose of their journey, which he called Mount Sustainability. Anderson created an image of a mountain with seven or eight steps to reach the goal. Paul Pullman said that if you work for an organization with a greater purpose, you get more energy out of the organization.
In 2019, the Business Roundtable released the Statement on the Purpose of a Corporation, which stated that corporations should answer to stakeholders, not just shareholders. It is an imperative to move the discussion to the stakeholders identified by the Business Roundtable.
Sustainability is a mindset first and foremost, and great leaders in this space have viewed it as an opportunity. Transitioning to sustainability can lead to increased profitability and outperforming the market. Companies should strive to leave the business in better shape than when they arrived in the morning. Passion, vision, and purpose are essential for successful sustainability leadership. Communication should be simple, clear, and consistent.
Fossil-based energy companies can extend the life of their fuels by diversifying their fuel base. Climate change is a major factor in the need for sustainability, and CO2 is one of the biggest culprits. Dong Ltd. a Danish based company has transitioned from a 90% fossil fuel-based energy generation business to a 90% offshore wind business in a very short period of time. Neste, a Finnish oil company, is now the largest renewable fuels company. Oil and gas companies have the skills to transition to renewable energy sources. The CEO of Dong was proudest of the transition without losing jobs, upskilling the workforce instead.
Incremental change is very predictable and does not deliver competitive advantage over time. Large transitions, large transformations, and bold strategies are necessary for successful change. Leaders must be passionate about their visions, their people, their customers, and their stakeholders. Tone at the top is essential for successful sustainability leadership. Interface is an example of a company that has successfully implemented sustainability leadership.
Sustainability is a journey, not a destination, and companies like Nike, Interface, and Unilever have viewed it that way. Leaders must commit to action in an environment that is constantly changing. Companies should strive to leave the business in better shape than when they arrived in the morning. Passion, vision, and purpose are essential for successful sustainability leadership.
In conclusion, sustainability leadership is an important concept that has become increasingly relevant in recent years. Companies need to go through a process of analyzing materiality to determine how to set priorities around sustainability activities. Passion, vision, and purpose are essential for successful sustainability leadership, as well as the need for bold strategies and communication to ensure success. Companies should strive to leave the business in better shape than when they arrived in the morning. Transitioning to sustainability can lead to increased profitability and outperforming the market. Interface is an example of a company that has successfully implemented sustainability leadership.
