By April Brown
You might be asking yourself: What does a sustainable business look like? Where do I start?
The path toward organizational sustainability will look a little different for everyone. Simply speaking, a good first step is to make a plan that includes sustainability goals and activities that will support the organization in becoming more sustainable over time: It’s a journey, not a destination.
“In my opinion, there are four primary areas that you should consider when developing a sustainability investment plan: management infrastructure, eco-efficiency programs, strategic initiatives and marketing programs,” reflects Geoffrey Barneby of the FairRidge Group.
“Clearly, there is a need to address these areas somewhat sequentially; you cannot successfully market sustainability before making strategic changes, and you cannot develop strategic initiatives without already having an appropriate management infrastructure in place. There is, however, room for overlap and most mature companies manage to do all four in parallel.”
Setting measurable goals and tracking your progress is important, so it is good to identify your goals and opportunities before starting to retrofit the bathroom sink faucets. In a recent article on GreenBiz.com, a sustainability consultant shared feedback he's received from a client that also illustrates the traction integrated sustainability is gaining. He said:
"We've gone through a paradigm shift on sustainable development in the last year. It's no longer seen as an environmental thing. It's fully integrated into the way we think and plan around economic growth."
To help professionals keep up with the changing demands of the sustainable future, the Institute for the Built Environment at Colorado State University has created online courses for professionals to learn and practice the skills and tools they need to lead their organization’s sustainability initiatives. The online learning platform, which is being offered by OnlinePlus at Colorado State University, is intended for busy professionals; therefore classes are designed to accommodate typical business schedules.
"People that work in sustainability often come at it from one angle. They may ask, 'How do we best engage occupants for sustainability?' or 'How do we retrofit our facility to get the biggest bang for our buck?',” said Jeni Cross, Ph.D., associate professor of sociology at Colorado State and expert instructor for the Integrated Sustainability Management Certificate program. "While these are really important questions, this program focuses on the systems approach, which will teach you how to use the work in one quadrant to leverage bigger change in the other quadrants.”
When you have created your plan and you've designated someone to implement it, the next question you might ask yourself is: How?
Much of the 'how' relies on people adopting more sustainable behaviors. Much about behavior change is to be learned from social sciences. Jeni Cross, leading sociology researcher at Colorado State, tell us about three myths of behavior change during a popular Tedx talk. Cross explains that we all think we know how to encourage people to adopt sustainable behaviors. However, most of our encouragement actually does nothing to change anyone’s behavior. There are proven techniques for engaging behaviors of occupants and employees that support the organizational sustainability goals that should not be overlooked.
Business leaders worldwide agree that sustainability is an opportunity for growth and innovation, according to a 2013 report of CEOs’ views on creating a sustainable economy. Organizational sustainability is one of the fastest developing sectors of business in our modern world. Business is developing a heightened awareness on the importance of global issues, including social justice, climate change, energy independence and water scarcity. Moreover, businesses are finding competitive advantage through sustainability and corporate responsibility.
As an organization or business, taking sustainable strides will sincerely help you keep up with the growing market and increasing demand for transparency and responsibility. In the process, you can make a better place for your employees and a better product for your customers. Start by making a sustainability plan, then designate a knowledgeable sustainability coordinator to spearhead the initiatives outlined in the plan. Use tools from social science to engage your employees and building occupants -- creating a sustainability-minded culture to meet your sustainability goals and making a lasting impact in your business.
Image credit: Don Shall
April Brown is a Projects Manager at the Institute for the Built Environment at Colorado State University. Her expertise is in integrated design, commercial green building strategies, sustainable operations and maintenance, facilitation & trainings, and LEED certification. April is an instructor for the Built Environment badge of the Integrated Sustainability Management professional certificate program.