How can you create a sense of ownership around sustainability initiatives?

You have to turn sustainability from a concept into a culture, embedding it into the DNA of the organization. True ownership in sustainability emerges when initiatives are not just aligned, but deeply integrated into every aspect of the organization. This integration empowers employees to not just see, but also act on sustainability as a core part of their role, not an add-on.

The purpose at Coca Cola Hellenic is to refresh and includes open up life to experiences and delight. No wonder their sustainability initiatives are world class and aimed at community development towards a better life. That’s a sound example of alignment of purpose in sustainability initiatives.

Make it human. Take away financial / economic benefits, and leave what truly matters - healthy food, clean water, secure shelter and belonging / connection. If an action negatively impacts one of those things, reduce or remove it. And find, embrace, encourage actions that positively impact those four things. Humans cannot exist let alone thrive without food, water, shelter and connection. When we remember and accept this, we will turn away from activities that harm these fundamental things, towards activities that allow us all to thrive, to all have ‘enough’.

At the core of this approach, values should serve as the basis for the strategy. Develop a cohesive plan intertwining sustainability and business objectives to establish a robust foundation. Ensure employees can align their values with this purpose-driven approach for a strong and sustainable business. This integrated strategy will foster an inclusive and purpose-driven company, positively reflecting on the bottom line.

Sustainability initiatives always needs a seamless alignment to the purpose and objectives that the organisation and it's stakeholders may have. The more it is discussed and understood...better is the impact that it can create over time! It is also something that needs to not just get showcased but also valued by every member of the team.

To create a sense of ownership around sustainability initiatives, incorporating co-creation tools like design sprints is highly effective. This approach involves team members directly in the creation process, fostering a deeper connection and commitment to the project's goals. By engaging in collaborative brainstorming and problem-solving from the beginning, each team member contributes their unique perspectives and skills. This leads to more holistic and relevant solutions. The active participation in shaping the initiative enhances the sense of personal investment and responsibility among team members, making them more likely to champion and sustain these initiatives in the long run.

Again taking an example from Coca Cola or Nike. Their initiatives in sustainability are top notch in involving stake holders and empowering communities. When these go hand in hand it not only benefits stakeholders but also benefits shareholders by getting a high recall value and likeability resulting in higher cents per dollar as returns.

To create a genuine sense of ownership around sustainability efforts, organizations must engage stakeholders in innovative and meaningful ways. Examples of effective approaches are: 1- Co-Creation Workshops: Involve a diverse mix of stakeholders, like employees, customers, suppliers, and local community members, in collaborative brainstorming or design thinking workshops. 2- Gamification for Sustainability: Implement a system where activities like reducing carbon footprints or recycling are tracked and rewarded. 3- Sustainability Ambassador Programs: Establish a program where enthusiastic volunteers become “Ambassadors.” These Ambassadors can lead events or workshops, promoting awareness and inspiring others to contribute.

In that case you have to evaluate: what are high impact / material topics and what are highly emotional topics. The zopics can be the same, sometimes the emotional are closer to the heart of the employees as the material/ high impact topics are more abstract or „far away“. To make it more clear: A decarbonisation of the companies mobility (corporate cars) is a highly emotional approach, but your scope 3 emissions has higher impact, but is to abstract to grasp.

People are motivated to contribute when they feel that they have an influence on the outcome and when they feel that they are able to make their own interests heard. This means that you have to give them the leeway to implement their own ideas and show them the effect of their choice. Imposed sustainability initiatives fail to garner support because they violate people's need for autonomy and competence.

Start with education. It helps people understand WHY they need to embrace sustainability and WHY it’s great for business success. Part of the issue today is that we are prescriptive and spoon-feed / push people to adopt sustainable practices. The problem isn’t that people don’t know what to do - they just don’t understand WHY they need to think differently.

Given a simple choice, most people want to be part of the solutions — not the causes — of climate change and other sustainability challenges. Tap into that latent motivation with upskilling training content that inspires and educates at the same time. They're rare but training providers do exist that have found the sweet spot with content that is optimised for engagement and learning outcomes, but is still science-based.

Novo Nordisk is a brilliant example of educating consumers. Their CSR initiatives is focused upon educating consumers / governments and stakeholders on diabetics. To prevent diabetes. They sell diabetic medicines and yet they spend on reducing diabetes. That’s why they are a world leader. Their policy of educating consumers brings in higher cents per dollar. And ensures sustainability for the company through their sustainability initiatives.

Education and inspiration are powerful tools in cultivating a deep sense of ownership in sustainability. By providing engaging information and training on key sustainability topics, you empower your team with knowledge and a sense of purpose. Sharing success stories illustrates the tangible impact of these initiatives, making sustainability more relatable and inspiring. Encouraging creative and critical thinking about sustainability challenges not only fosters innovation but also personal investment in the cause. This approach transforms sustainability from a concept to a lived experience, deeply ingrained in the organizational culture and personal values.

Absolutly - education is key. Good thing is, there are more and more offerings. One other thing: hire new empolyees with a training in sustainability. The don‘t habe to be full-on sustainability managers, but could be purchase sepcialsts with a training/ experience in sustainable purchasing. In that way you can increase knowledge and experience within the teams and beyond to become a more sustainable company.

Well-reasoned guidance on measuring sustainability and communicating in a way that encourages ownership. To support your business case and show stakeholders that you are making genuine progress, rely on quantifiable return on investment, industry best practices, and open tracking against important emissions metrics. Highlight swift pilot accomplishments to inspire staff members. And highlight the connection between strategic responsibility and growth by connecting impact to financial, social, and governance priorities. In the end, feedback-looping communication supported by data allows teams to continuously improve their work because they are aware of how it affects society as a whole.

Encourage ownership by tracking sustainability progress and openly sharing it. Establish precise KPIs and communicate insights frequently.

Checks and balances help - especially if these are tied to renumaration. A tricky thing, but many companies have made real advances by this approach

Measuring and communicating sustainability performance is crucial for fostering a sense of ownership. By defining clear metrics and regularly sharing progress, you make sustainability a tangible part of everyone's role. Transparency in both achievements and challenges cultivates trust and encourages active participation. Acknowledging gaps and failures alongside successes ensures a realistic and holistic view of the journey. This approach not only keeps everyone informed but also shows how individual actions contribute to collective goals, motivating continuous improvement and personal commitment to sustainability.

Define and track clear, meaningful indicators and metrics aligned with sustainability objectives, utilizing them to monitor and evaluate results and impacts. Regularly share data and insights transparently with the organization's individuals, encouraging feedback and suggestions for improvement. Highlight achievements and challenges, acknowledging gaps and failures when necessary. Demonstrate to individuals how their actions and behaviors contribute to sustainability outcomes and provide guidance on how they can enhance these contributions. This approach strengthens the connection between individual efforts and overall sustainability success, fostering a greater sense of ownership.

Leading by example is arguably the most powerful method to instill a sense of ownership in sustainability initiatives. When leaders embody the values and behaviors they advocate, it sends a strong message about the seriousness and importance of sustainability. Consistency in decisions and actions aligned with sustainability goals builds credibility and trust. Demonstrating a genuine care for sustainability and a willingness to learn and improve encourages others to follow suit. This leadership approach not only sets high standards but also inspires and motivates the entire organization to strive for excellence in sustainability, paving the way for lasting and impactful change.

Leadership can actively encourage innovation and the sharing of best practices, both within the organization and across industries. By fostering a culture of continuous improvement and learning, organizations contribute to broader sustainability efforts. Sharing successes and lessons learned inspires others and contributes to a collective push towards sustainable practices beyond the immediate organizational sphere.

Walk the talk! Always walk the talk. This makes a leader authentic, predictable and thus trustworthy. This way people will most likely follow the lead.

"You don't need to be an expert to be an advocate." From my experience, many people were afraid of the broad topic of sustainability, being unsure about how to get started in this field. As a leader, taking action and "Walk the Talk" is mandatory for authentic ownership of the topic. This can inspire others to take action and to be a leader in the field of sustainable transformation. Without being an expert for sustainability, leaders can still own the topic of sustainability making a valuable impact and creating credibility with their everyday actions.

Uma liderança com propósito, que incentive os seus colaboradores na criação de iniciativas sustentáveis, que as melhores ideias recebam premiações, bônus ou até mesmo oportunidades de crescimento profissional. Por meio do reconhecimento e recompensa das ações sustentáveis, os gestores demonstram a importância que eles atribuem a essas práticas que promovem a excelência e competitividade das organizações.

Don't be rigid but give room for iterative growth. Create a feedback mechanism to get contributions and inputs from your stakeholders. This helps you to improve from time to time.

Test yourselve and your approaches what fits to the corporate culture, senior and mid-level leadership. You need a little testing to find the good fit and can advance accordingly. Approach other sustainability professionals. You will find most are very open and have very similar challenges.

Measurable Impact Metrics - Establish clear metrics to measure the impact of sustainability initiatives, enabling individuals to see tangible results and take pride in their contributions. Continuous Learning Culture - Cultivate a culture of continuous learning, where team members stay informed about evolving sustainability practices and feel motivated to contribute. Personal Development Plans - Incorporate sustainability goals into individual development plans, reinforcing the integration of sustainability efforts into the professional growth of each team member.

Connect to purpose and values: Frame sustainability efforts as an opportunity to contribute to a better future, not just a compliance exercise. Link initiatives to the organization's core values and purpose to create a deeper sense of meaning and connection. Highlight the personal benefits of sustainability, such as improved health in green buildings or reduced stress from a mindful commuting program. This makes it more relatable and engaging.

Flexible Work Arrangements: Explore and promote sustainable work practices, such as remote work options or flexible schedules, to reduce commuting and energy consumption. Transparent Communication: To promote trust and accountability among employees, it is important to maintain open lines of communication about the status, difficulties, and effects of sustainability projects.