Why do sustainable plans take off in some organizations but remain on paper in others? That question was the focus of the webinar “From Ambition to Action” hosted by the Positive Impact Foundation on June 23. Our very own Martin de Jong joined Sandy Bommeleyn at the table, along with Manu Busschots, founder of the Deep Change Academy. It was an inspiring, informative, and thought-provoking discussion on how to break down something as complex as a sustainable transition into practical, actionable steps. With people at the center. The webinar is now available for on-demand viewing.
Public Support as a Common Thread
The hour began with a poll of viewers: How would you describe the current level of employee engagement with sustainability within your organization? This was no coincidence, as support turned out to be the central theme of the discussion. Martin took viewers through the business perspective on the transition: view sustainability through a holistic lens and always connect individual initiatives—such as a carbon footprint—to the context of a climate transition plan and the future of the company. Manu highlighted the human side: how do you build support and make sustainability second nature within the organization?
Just cross out the word “sustainability”
What does that require of you? Recent research shows what the characteristics of sustainable leadership are: a sense of responsibility, resilience, and a long-term perspective. The great thing is: take out the word “sustainability,” and what’s left is simply “leadership.” What you need is to step up and lead. And that’s not always easy, because there’s no one-size-fits-all path. There are countless paths, and they all depend on the context. The hope expressed in the webinar was that sustainability professionals will develop more strategically, learn to think in business terms, and translate the transition into the company’s core activities. But don’t forget your heart in the process. Or as it was put in the webinar: use your head, but above all, follow your heart.
It’s going to be a struggle, and that’s a good thing
There’s often a gap between ambitions on paper and reality. So expect heated discussions, because change means letting go of things—and we find that difficult. The advice from the webinar: embrace the resistance, the ambivalence, and the inertia. Actively seek feedback, work step by step, and make sure you get your point across. And if you hit a roadblock with someone else in the chain? Then seek out a conversation. A supplier who “isn’t doing it” often doesn’t even know that customers are asking for it. By asking that question, you give the other party the ammunition they need to drive change internally. And above all, ask the reverse question: What do you need from me? How can I help you get this moving?
Watch the webinar on demand
Curious about the entire discussion, including the questions from the audience? You can watch the full webinar here. Highly recommended for anyone who wants to bring about sustainable change in their own organization.
Would you like to discuss support and change within your organization further? Feel free to contact us.