In our first installment we noted that while sustainability may have fallen out of favour in the current American political and regulatory environment to the point that we had to counter the Chief Sustainability Officer graphics going around earlier this year with a Chief Sustainability Officer: USA Edition, sustainability, at its core is becoming more and more important to corporate survival. In our second installment, we described how sustainability concerns permeate every department of the organization, and failing to adhere to them is not only unsustainable in the environmental sense, but possibly in the business sense (because sustainability, done right, also sustain costs at an affordable level, and thus profits).

In this, our third instalment, we are going to dive into the stakeholder engagement that is required for sustainability success. As per our first post, stakeholder engagement is required beyond just the business departments for success. It also requires alignment across:

• investors
• the board
• suppliers / contractors
• customers

Investors

The best sustainability initiatives with the longest term potential often involves up-front investment (which often results in short-term losses), which means that the investors need to be on board for any major sustainability effort, and willing to both make the up-front investment and take the short-term hit to the profit margin (for long term gains).

The Board

The Board, who answers to the shareholders, also needs to be onboard because the minute profits drop year-over-year is the minute the board is going to throw you under the bus when the expected profits that they promised the shareholders (they answer to) do not materialize. The Board needs to see the long-term gain potential, accept the vision, and communicate that to the shareholders, of which the majority will need to see the long-term value of up-front sustainability investments, for the initiative to be supported over the necessary term.

Suppliers / Contractors

As an organization, you are not sustainable if your suppliers are not sustainable, especially if your definition of sustainability is to minimize non-renewable energy usage and reduce carbon in your supply chain. You can’t have a clean operation if all of your suppliers, carbon wise, are the dirtiest drunks.

Customers

You might think you are sustainable if your operation and your supplier operations are sustainable, but like every other business, you depend on business from your customers. Unless you are directly selling to the end consumer, if your corporate customers are not sustainable, and they end up in trouble due to consumer revolt or financial troubles from uncontrolled costs, that’s going to trickle down the supply chain to you. You want to seek out, support, and serve sustainable customers.

Your Business Counterparts

For true sustainability to materialize, the entire organization needs to be on board, not just your team or department. As with anything worth doing, sustainability is a continual journey, not an easily accomplished task as the first leg may consist of the equivalent of a thousand miles of effort. But done right, it’s always worth it.

So now that you understand who needs to be onboard, we can start outlining key projects the organization should start with, focussing on key goals that not only help with regulatory support in regions that require it, but can also be used for brand building.