Sustainability and Generational Companies

Sustainability is not just a lofty ideal but a practical way of doing business. It helps lower operating costs and improves operating efficiency, among many other benefits.

It also helps protect both the present generation and future generations.

One of the oldest examples of sustainability principles dates to the 1770s. That was when the Great Law of the Iroquois Confederacy urged decision-makers to think of how their actions today impact the next seven generations.

This is similar to how the United Nations Brundtland Commission defined sustainability as "meeting the needs of the present without compromising the ability of future generations to meet their own needs."

For the cleaning industry and other service-based businesses, sustainability means aligning their operations with their long-term vision and values.

For instance:

They need to choose a business framework that reflects their commitment to building lasting relationships with their customers, employees, and communities.

They need to avoid short-term, transactional approaches that only seek to make a quick profit without regard for the social and environmental consequences.

They need to embrace a "generational" mindset that strives to create value for all stakeholders in a responsible and ethical way.

Generational Companies

The concept of a generational company evokes a family that creates a business with the specific intent of passing it on to their children.

Generational can apply to companies that have established brands that span generations (think Procter & Gamble’s Tide laundry detergent or Kimberly-Clark’s Kleenex facial tissues) or new companies that desire to create such a brand.

Sustainability-focused business practices can help make this happen.

This is because sustainability and the generational business framework apply to companies that are “mission-driven” with a specific intent to improve the lives of their employees, communities, and even the world—as well as make a profit. And beyond that, it also implies a sense of stewardship and responsibility for the resources and assets they use and manage.

How to Become a Generational Company

Becoming a generational company is a journey. It requires that a business have an unobstructed vision, a strong culture, and a commitment to continuous improvement.

Here are some steps that can help you get started:

- Define your purpose and values. What is your reason for being in business? What are the core principles that guide your decisions and actions? How do you want to impact your customers, employees, communities, and the environment?

- Communicate your purpose and values. Make sure everyone in your organization understands and shares your purpose and values. Use them as the basis for your policies, procedures, and performance indicators. Celebrate and reward behaviors that align with them.

- Engage your stakeholders. Seek feedback from your customers, employees, suppliers, partners, and other stakeholders on how you can improve your sustainability performance. Listen to their needs, expectations, and suggestions. Involve them in your decision-making processes and co-create solutions with them.

- Measure and report your progress. Establish clear goals and metrics for your sustainability efforts. Track and analyze your data regularly. Report your results transparently and honestly. Use your findings to identify gaps, challenges, and opportunities for improvement.

- Innovate and adapt. Be open to innovative ideas and technologies that can help you achieve your sustainability goals. Experiment with different approaches and learn from your failures. Be flexible and responsive to changing market conditions and customer preferences.

Remember the Benefits of being a Generational Company

For those in the professional cleaning industry, a generational company can bring many benefits, such as:

- Increased customer loyalty and satisfaction. Customers are more likely to trust and support businesses that have been passed on for generations and share their values and demonstrate social and environmental responsibility.

- Enhanced employee engagement and retention. Employees are more motivated and productive when they work for a company that has a clear purpose and vision, especially when it comes to sustainability. They are also more likely to stay longer and grow with that company.

- Reduced costs and risks. We mentioned this earlier, but it bears repeating. By adopting sustainable practices, you can save money on energy, water, waste, materials, and other resources. You can also reduce your exposure to regulatory fines, legal liabilities, reputational damage, and other risks associated with environmental or social issues.

- Improved innovation and competitiveness. By embracing sustainability as a driver of innovation, you can create new products, services, processes, or business models that meet customer needs better or create new markets. You can also gain an edge over your competitors who may lag behind in sustainability performance.

Final Thoughts

Sustainability is not only good for the planet but also good for your business. By becoming a generational company, you can align your operations with your long-term vision and values, create value for all stakeholders, and ensure your lasting success.

Steve Ashkin is president of the Ashkin Group, a consulting firm specializing in Green Cleaning and sustainability. Steve is recognized as one of the one hundred most important contributors to the professional cleaning industry in ISSA’s 100-year history