Going All In When Selling Sustainability & Going Green
“Sustainability has gone from a ‘nice to do’ to a must do’.
It’s about what we do right here, right now and for the rest of our working lives.”
- Steve Howard, CSO, Ikea
It may be tough to believe, but sustainability and going green is STILL considered by many to be for tree huggers, not for ‘serious businesses’. Many sustainability and green champions and professionals have felt uncomfortable at some point selling sustainability. It is often considered something that is for the higher good (the planet, the human race) and should not be linked financial remuneration. This is why this 2013 TED talk by Steve Howard, the Chief Sustainability Officer at Ikea, is so refreshing. In it, he highlights the work Ikea is doing on the topic, and also the importance of going all in on sustainability and offering (and selling) products that are environmentally sustainable. Be sure to check out the 13 minute TED talk here.
Below are four take-aways from his talk. These are especially relevant for individuals in small and medium sized organizations who may be hesitant to take sustainability action or, if they are taking action, reluctant to communicate that the actions they are taking for various reasons, including that they are just starting out or aren’t sure how to communicate appropriately and are afraid of being accused of greenwashing. Below each take-away are a couple of questions to consider in applying these lessons to your organization:
1. Sustainability is a ‘must do’ – Given the speed of global warming, the fact that the global middle class will more than double by 2030 (from 2 billion to 5 billion), and that the world is becoming increasingly urbanized, minimizing the amount of raw materials used, pollution created, and waste generated (among others) will benefit not only the planet, but the human race.
Where does your organization stand on the importance of sustainability?
What steps can you take to help increase action and momentum?
2. Business needs to go all in, 100% - As Steve Howard points out, it is often harder to set smaller targets and make incremental changes than to decide to change completely. Setting a stake in the ground for 100% change creates clarity that a 90% or a 50% goal does not. Some examples of going in 100% for a smaller business that does not have Ikea’s resources can include switching to 100% clean energy (or purchasing RECs – renewable energy credits) or using only eco-friendly custodial products.
Where could your organization go all in, 100%, around sustainability if resources and time were not an issue?
What projects are most feasible for immediate implementation given the resources and priorities you currently have?
3. Measure what you care about – This takes ‘measure what you manage’ to another level, and focuses on aligning the metrics of the organization with its values. In tracking metrics that are aligned with your organization’s values, this also serves as a reminder of those values whenever the metrics are reviewed.
What is your organization measuring and how does that reflect what it deems important?
Are those metrics aligned with its values, vision and mission?
4. Everyone makes mistakes – When looking to implement sustainability – or any other initiative - mistakes will be made. That is the nature of doing business – and of being human. That being said, per Steve Howard, it’s “about setting a clear direction, being transparent, having a dialogue with the right partners, and choosing to lead on the issues that really count.”
What mistakes is your organization (or you) afraid of making such that it is not taking action as a result?
What one sustainability issue could you and/or your organization be a leader on – either now or in the near future?
If you’re just starting out and would like project ideas, be sure to download our FREE Beginner’s Guide to Going Green. There are 50+ low-cost and no-cost project ideas to start or grow sustainability at your organization.