6 Steps to Make Being Green EASIER 

Sustainability can be confusing

Sustainability is a complex topic that covers a diverse range of subject matters and seems to be constantly evolving. To different people, and therefore to different business stakeholders, sustainability can mean very different things.

The United Nations ratified no fewer than 17 Sustainable Development Goals (with a total of 169 targets), so it might be easy to become overwhelmed by the scale of change that needs to be achieved.

Not only is sustainability complex and multi-faceted, but it can also pose pitfalls for business faced with ever changing requirements and customer concerns.

Businesses can face seemingly trade-offs between different sustainability objectives: Is it better for packaging to be compostable or recyclable? Is carbon off-setting a cost-effective way to reduce overall emissions or an ineffective greenwashing exercise? Are some sustainability topics more important than others and how should these be prioritised?

Without clear guidance, the level of complexity and confusion around sustainability can lead to missteps (and subsequent claims of greenwashing) or inaction through “analysis paralysis”, where so much time is spent analysing different alternatives that the benefits of acting are delayed, or initiatives are given up upon altogether.

Businesses can benefit from sustainability done well

The good news is that where there is challenge, there is also opportunity. For businesses that do sustainability well can expect to: Boost revenue, reduce costs, build brand loyalty, retain top talent and attract investment.

At GB Sustainability, we have over 20 years’ experience implementing sustainability across businesses large and small. We have developed a standardised methodology for integrating sustainability into an organisation that provides a comprehensive approach suitable for all sizes of business.

6 steps to make being green EASIER

Step 1: Evaluate (your position)

To understand where you need to go, you first need to know where you are. For those getting started in the field of sustainability, conduct a sustainability assessment of current performance can be a powerful first step.

A sustainability assessment goes into detail for a business and provides in-depth analysis of all existing sustainability activities being conducted, and highlights sustainability areas where a business is not taking action and therefore may constitute a risk or unrealised opportunity.

A subsequent competitor review helps put this performance in the context of other similar businesses in the marketplace and can help identify industry leaders that may be considered for future benchmarking.

Finally, as part of your evaluation we recommend a stakeholder mapping exercise, to clearly identify all your key stakeholders and their interests as they concern your business.

Step 2: Aspire (your objective)

Once you have evaluated your position, you can move on to setting your level of aspiration.

This involves determining the optimal position for your business on sustainability topics, whether this is simply meeting legal requirements or being a thought leader. Use this to determine your sustainability benchmark.

A materiality matrix and gap analysis will allow you to prioritise which sustainability topics are most important for your business and where you need most activity to meet your sustainability benchmark.  

Step 3: Strategy (your roadmap)

With your aspiration set, it is time to work out how you get there – your sustainability strategy.

A good sustainability strategy will set out high level goals and the roadmap for achieving them.

Engagement with key stakeholders at this point is crucial to successfully deliver on the roadmap and is a goodtime to set out roles and responsibilities for those that will deliver on the strategy.

Step 4: Inform (your communications)

It probably goes without saying that effective communication is critical throughout every step of the sustainable journey.

When it comes to cascading your sustainability strategy this will need to reach new heights.

Employees will need to receive communications commensurate with their level of involvement in delivering your objectives.

Suppliers and business partners will need forewarning of any upcoming standards and requirements, with detailed guidance documentation to support implementation.

You may also want to brief your plans externally to media, investors, governmental representatives and/or non-governmental organisations. Your stakeholder mapping exercise conducted in the first step can provide guidance for this.

Step 5: Execute (your journey)

With your sustainability intentions communicated, it is time to execute the roadmap.

Drafting robust policies and processes, providing appropriate training, and putting in the relevant checks, key performance indicators (KPIs) and incentives will put your business in the best position to deliver the results you want.

It can be helpful at this stage to consider which if any tasks involved in the longer-term implementation of your sustainability strategy can be responsibly outsourced to specialists.  

Step 6: Report (your progress)

One of the outcomes of all the work up until this stage is that you will have plenty to talk about.

You may be subject to mandatory sustainability reporting obligations in regions that you operate in, or you may want to consider publicly reporting on your progress voluntarily.

Market-leading public sustainability reports are committed to transparency and regularly as open about where objectives have not been met as they are about successes.

The reporting cycle also provides an excellent opportunity for an internal strategic review of your sustainability objectives and achievements, ensuring that your roadmap keeps updated with the most current thinking and research.

Good Business Sustainability

At Good Business Sustainability we pride ourselves on helping to make being green easier. We provide a broad range of sustainability consultancy services tailored to small businesses, entrepreneurs, and start-ups. GB Sustainability provides consultations, projects, and retainers across a range of sustainability topics and business sectors.

If you are ready to do your part to tackle climate change, why not set up a free initial exploratory call with one of our sustainability professionals today.

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