During my research in corporate sustainability, I have identified six
strategic factors critical to successfully integrating sustainability
throughout an organisation. The degree to which these factors are
adopted, indicates the level of engagement from organisations. These are
the most common factors that continue to crop up in academic literature
and important areas to address when embedding a new strategy within an
organisation.
1. Mission
An internal and/or external mission statement frames an
organisation’s definition of corporate sustainability. One of my first
blogs discussed the importance of individual companies defining the context of sustainability relevant to their organisation and its unique operations and impacts. A tailored mission or vision statement defines the company’s goal and how sustainability is relevant to that goal.
2. Leadership
There are two elements to sustainability leadership; organisation
structure and communication. Firstly, an executive level role,
responsible for the company’s sustainability objectives clearly
identifies sustainability as important to the organisation to implement,
monitor and manage. Secondly, the entire leadership team should be
effectively communicating the sustainability strategy, mission and
values of the organisation to staff and external stakeholders.
3. Culture
Addressing corporate culture; those commonly held workplace
behaviours, values and attitudes, are an important part of embedding a
shared vision of sustainability. Culture is the yardstick for measuring
how successfully a sustainability strategy has been integrated
throughout the organisation.
4. Reporting
Publically reporting on sustainability metrics, for example, using the Global Reporting Initiative
(GRI) is an important practice. It is a powerful communication tool for
organisations, and serves to enhance credibility and reputation in the
marketplace.
5. Policy
Internal policies and systems are important for addressing
organisational operations, activities and processes. They are the terms
of reference for “the way we do things around here”. Examples are; a
sustainable procurement strategy, health and safety system, energy,
carbon and waste policy or ethical business policy.
6. Engagement
Identifying stakeholders as broader than those with a financial
investment in your organisation is a first step. The next step is to
proactively engage with your stakeholders. This signifies a shift from
managing the organisation’s financial investment to managing the impact
of operations with society or specific groups that may be affected e.g.
consumers, community, NGO’s and government.
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