SUSTAINABLE DEVELOPMENT, make it part of your organisational DNA!
Sustainable development, the roots of which can be seen in the late 90’s, encompasses the belief that actions committed in the present shall not have a negative impact on the future. Rarely is Sustainable development embedded at board level.
More frequently Corporate Social Responsibility (CSR) is seen as more appropriate, underpinning both the development of the firm’s long term strategic plan and the tactical approach to the firm’s image in the wider society.
Many organisations now have CSR plans, mainly held within corporate support functions which manifest itself in terms of charity sponsorship, employee engagement schemes, charity or local community representation and fund raising events.
On the positive side this provides an environment for enthusiastic employees to spend time at companies expense supporting good causes.
Why this is missing the point.
There is nothing inherently wrong with this, we see it in fact as a positive starting position for sustainable development. We believe, why not go to the next step and be more ambitious and set sustainable development as an approach to value creation for your organisation. Why not, make it part of an organisations growth, marketing, business development and product or service development roadmap.
In a world where businesses come and go, market disruption becomes the norm we believe that making sustainable development as part of your core values and behaviours will create competitive and sustainable advantage.
What does this mean, we believe this involves implementing sustainable development by making it:
- An approach to tackling your top challenges, the emergent value it creates will unlock opportunities;
- About creating focused leadership time to understand Sustainability goals.
- Embed as part of your core business functions, including sales, finance and supply chain.
- A core pillar to your growth and innovation agenda, including product and service design and delivery.
- Employee driven, acting as both a recruiter and retainer
We hypothesis at Mukluk that doing this will deliver sustainable growth for your organisation, with emergent benefits and outcomes well beyond those you can plan for.