Sie stoßen bei Nachhaltigkeitsstrategien auf Widerstand von Kollegen. Wie können Sie sie für sich gewinnen?

Sure, understanding why our colleagues are hesitant is important, but at The ESG Institute, we believe the next step is really to connect sustainability to your colleagues’ values and business goals. My Dos & Don’ts?: Do: Highlight how sustainability strategies can drive innovation, reduce costs, and enhance the company’s reputation. Share success stories from industry leaders to illustrate tangible benefits. Don’t: Dismiss concerns as unimportant. Instead, build trust by addressing them directly and transparently. Have a look at Clayton Christensen's work... He emphasizes that change is more readily embraced when linked to clear, achievable outcomes.

A word often over-looked when considering agency (or perceived hesitancy) us 'agency'. Do those involved feel they have the ability to make a difference? That agency - the inherent belief that it is a worthwhile investment of time, effort and resource and can/will make a difference - is an essential building block in motivation and stepping stone to action, but is all too often over-looked. Ensure it is part of the discussion. Be open about the issues and challenges, and why the proposed approach will make a positive #impact. Do not confuse it with the Why. People can agree with the Why, but still not feel that they have agency. So, face into agency too. It is often best therefore to start small. Demonstrate impact. Build from there.

A pandemia nos trouxe a experiência de adaptação pela imposição, uma necessidade. Tivemos que adotar novos métodos para seguir em frente no trabalho e vida pessoal, o que de certa forma, trouxe vários benefícios. Fazendo uma analogia de adaptação, a Sustentabilidade ainda não se tornou uma imposição, mas temos que ter consciência da sua relevância. Esse tema não deve se restringir somente a agenda de ESG, e sim entrar na prioridade de todas as áreas. Colocar atenção onde há possibilidades de redução de emissões, gastos com hospedagens, passagens e combustíveis. Testar vários métodos, pode ser o caminho.

In my day-to-day life I always say that my role is more political than managerial or technical because the most important thing to systematically change a company towards a more sustainable business model is to create new links, synergies, processes, protocols, trust between professionals that until now they did not have any shared competence and responsibility in their primary objectives. Breaking that relational barrier, sometimes competitive or elusive, and transforming it into new links, motivation and value in sustainability and business is magical. (And the hardest and most psychological part of our work ;)

Understand hesitancy, by listening so that they know you do take their thoughts into account and respect that they have another view than you. but most important - make it personal to them. If it´s sales people think about outlining the competitive landscape and where other companies are in the competitive ranking, and present to them.

Cuando he encontrado resistencia a estrategias de sostenibilidad en diferentes organizaciones, un excelente camino para alinear objetivos es emplear estudios y/o resultados públicos de organizaciones que han alcanzado beneficios sustanciales, tras su aplicación. Por ejemplo, Women in Workplace de McKinsey & Company, el estudio más completo para brindar a las empresas información oportuna sobre diversidad de género, que recoge información de casi 900 organizaciones.

Exactly. Once you understand the reasons behind the hesitancy, you can tailor your approach to address those specific concerns. Highlighting the tangible benefits of sustainability, such as cost savings, improved efficiency, enhanced brand reputation, and positive environmental impact, can help make a compelling case. Providing real-world examples and success stories can also illustrate how sustainability initiatives can lead to practical and meaningful improvements.

Understanding colleagues' hesitations about sustainability is crucial. At Walmart, initial resistance to green initiatives was overcome by addressing cost concerns and demonstrating long-term savings. Start with the "L.E.A.D." framework—Listen, Empathize, Address, Demonstrate. Listen to their worries about costs or unclear benefits. Empathize to show respect and understanding. Address their concerns with data, highlighting how sustainability boosts cost efficiency, brand reputation, and regulatory compliance. Finally, Demonstrate alignment with company goals, reframing sustainability as a strategic opportunity rather than a burden. This approach fosters buy-in and collaborative progress.

Frame sustainability as a strategic advantage by linking it directly to your colleagues' day-to-day challenges and aspirations. For instance, emphasize how sustainable practices can streamline operations, reduce long-term costs, and open doors to new market opportunities. By illustrating how these practices address specific pain points and enhance job satisfaction, you can shift the perception of sustainability from a theoretical concept to a practical, valuable tool that supports both individual and organizational success.

Clearly articulate the benefits of sustainability strategies, not only for the organization but also for individuals and teams. Highlight how these initiatives can lead to cost savings, enhance the company’s reputation, improve work conditions, and contribute to a healthier work environment, making the case that sustainability is a shared value rather than an imposition.

Great point on presenting the benefits of sustainability! In my experience, one powerful way to win over colleagues is by showcasing a specific action with measurable impact. For example, when our organization submitted a Science-Based Target (SBT) initiative, it wasn’t just about aligning with global climate goals—it also had a significant positive impact on our bottom line. By committing to long-term targets like achieving net-zero emissions, we were able to unlock cost savings through energy efficiency, enhance our brand reputation, and secure a more resilient supply chain. This not only accelerated our sustainability journey but also provided clear financial benefits, making it a win-win situation for the entire organization.

Transforming the perception of sustainability through education involves making learning engaging and practical. Create interactive sessions where colleagues can see real-world applications and success stories of sustainability. Use case studies and hands-on activities to show how sustainable practices have been effectively implemented and the tangible benefits they've brought. This approach makes the learning experience relevant and actionable, fostering a deeper connection to sustainability and inspiring colleagues to actively participate in the change.

Offering education is a powerful way to overcome barriers to sustainability. By providing resources and organizing workshops, you not only bridge the knowledge gap but also inspire and empower your colleagues to become advocates for sustainable practices. This approach helps to dispel myths and misconceptions while equipping everyone with the tools they need to contribute meaningfully to the organization’s sustainability goals. It's about creating a culture of informed and engaged individuals who are ready to drive positive change.

Yes, lack of knowledge can indeed be a major barrier. When individuals or organizations don’t fully understand the benefits or practical steps of sustainability, they might be hesitant to adopt new practices. Providing education, clear information, and accessible resources can help bridge this gap. Workshops, case studies, and partnerships with experts can also play a crucial role in increasing awareness and fostering a more sustainable mindset.

Most countries’ governments provide skills development funding that organisations can use to provide employees with upskilling opportunities. The HR department may identify a few targeted workshops and training sessions that align with the company’s overall objectives and encourage colleagues to participate. The HR department may also consider initiating sustainability programs within the organization, fostering inter-department competition and a shared commitment to achieving our knowledge sharing objectives. Offer incentives for passionate employees to present low-hanging fruit ideas that can be adopted into company policy as a habitat.

When met with resistance to sustainability strategies, consider piloting small-scale projects to demonstrate quick wins. You can effectively illustrate the value of sustainable practices by showcasing short-term achievements and tangible benefits. These initial successes serve as proof of concept, helping to alleviate concerns and build momentum. Engaging critical stakeholders with evidence of real gains can transform skepticism into support, turning potential detractors into advocates for the broader sustainability agenda.

I fully agree that pilot projects can be very effective for demonstrating the value of these initiatives. At The ESG Institute, we’ve seen first hand how these small-scale successes can definitely build momentum. My Dos & Don’ts: Do: Select pilot projects that align with your company’s strategic goals and have measurable outcomes. Share these results widely to build support. Don’t: Rush into larger initiatives without securing buy-in through pilot success. Explore Michael Porter's work, he emphasizes the importance of incremental progress to foster innovation and broader acceptance within organizations.

Absolutely, small-scale pilot projects are a great way to test and showcase sustainability initiatives. They allow you to gather data, identify potential challenges, and refine strategies on a manageable scale before rolling them out more broadly. This approach can build confidence in the initiative's effectiveness and help in securing support and funding for larger implementations. Do you have any specific pilot projects in mind?

Pilot projects serve as a practical proof of concept for sustainability efforts. By starting with a small-scale initiative, you create a low-risk environment to experiment and fine-tune strategies. The visible results from these pilots not only validate the potential benefits of sustainable practices but also serve as compelling case studies to inspire broader adoption. This approach allows you to build credibility and momentum incrementally, turning sceptics into advocates through demonstrable success.

The proof of the pudding is in tasting! Nothing like triggering pilot projects to demonstrate tangible benefits. Some tips to make this more effective: 1) Ensure that the "pilot" projects identified are representative and in a specific area/geography of influence that leads to clear measurement of outcomes in a timely manner. 2) Ensure that the "pilot" project team are clear that this is a proof-of-concept and put their best foot forward in execution for actual, bigger projects. 3) Ensure that the key points from the cadence/milestones of the "pilot" projects is conveyed to key stakeholders. Have quick-decision making for making adjustments as these are "pilots". 4) Lastly, ensure that the hesitant colleagues are involved in the "pilots".

Active collaboration is indeed the backbone of successful sustainability integration in the workplace. Involving colleagues in planning and decision-making leverages diverse perspectives and builds a strong sense of ownership and accountability. When team members feel that their input is valued and that they have a stake in the outcome, their commitment to sustainability efforts deepens. This inclusive approach drives progress and strengthens the overall team dynamic, making sustainability a shared and achievable goal. Great insights on fostering collective responsibility!

Involving someone the organisation, to be a part of decision making would be an extreme step. Rather involve them is discussions and showing them the roadmap for your proposition. Now it depends upon the suppliers if they wish to work with you and follow the route or part ways

The importance of building a coalition of sustainability advocates cannot be overstated. The best way to achieve this is by involving stakeholders early on in your program. This stakeholder engagement begins with sustainability charrettes and continues consistently throughout the program. Programs that involve others are more likely to succeed than those that are imposed. Additionally, non-sustainability stakeholders can offer valuable insight into your sustainability program. This approach enhances thought diversity and often leads to synergistic outcomes.

Involve and Empower Stakeholders Provide opportunities for stakeholders to participate and contribute to the project Use recognition and reward systems to acknowledge efforts and achievements Offer support, guidance, training, coaching, or mentoring to stakeholders Manage Changes and Transitions Anticipate and plan for potential changes and impacts using change management models Communicate the change vision, address resistance, and reinforce the change Evaluate and Improve Collaboration Measure and monitor performance using indicators, metrics, or dashboards Assess strengths, weaknesses, and areas for improvement through evaluations or reviews Celebrate successes, share learnings, and seek continuous improvement

Collaboration transforms sustainability from a top-down mandate into a collective mission. By engaging colleagues in the planning and decision-making process, you leverage diverse perspectives and expertise, which enriches the approach and enhances buy-in. This inclusive involvement not only cultivates a shared sense of responsibility but also empowers individuals to champion sustainability within their roles, leading to more innovative and committed efforts across the organization.

In my journey of integrating sustainability into team projects, I found that understanding individual concerns and providing clear benefits helped in overcoming resistance. Offering education through engaging workshops and starting with pilot projects that demonstrated quick wins were key strategies. Active collaboration and transparent tracking of progress also played a significant role in building trust and enthusiasm for sustainability initiatives.

Monitorear y compartir el progreso de las iniciativas de sostenibilidad es esencial para mantener el impulso y el interés en los esfuerzos sostenibles. Establecer metas claras y alcanzables, y celebrar los hitos alcanzados, ayuda a mantener la sostenibilidad en el centro de atención y a motivar al equipo. Las actualizaciones periódicas no solo demuestran que los esfuerzos están teniendo un impacto, sino que también refuerzan el valor de las iniciativas sostenibles. Este refuerzo positivo puede convertir a los colegas escépticos en defensores activos, ya que ver el progreso tangible y el reconocimiento de logros contribuye a un mayor compromiso con los objetivos de sostenibilidad.