Finding a way to incorporate both purpose and sustainability into a business is a key

component to acquiring and retaining talent as well as securing partnerships for new business.

Even as short as 10 years ago we would not be highlighting this as a major strategic move for a

company, but today, it is imperative.

The ‘shift’ has happened, we see the world differently and only organizations that can adapt to

the changing conditions and adopt the definition of future friendly will be relevant, not because

of their product or service, but because of how they operate. There are many support systems

and models out there. Becoming a certified B Corporation is one way to start the process, or

setting targets for measurable ESG impact, and focusing on outcomes no matter how small, is a

step forward.

The UN Global Compact also has a multitude of resources and supports to help businesses start

the process of sustainable practices. The UNGC “Ten Principals” is a check list focused on four

main pillars: Human Rights, Labour, Environment, and Anti-corruption. How do you start the

road to a purposeful and sustainable business? Here are four steps:

Leadership Acceptance:

You cannot have team buy in without authentic leadership acceptance for the shift in how your

business will operate. There is a real commitment of time and energy, and thoughtfulness that

must go into re-imagining a different business model, and leadership is a key to the execution

of the change.

A Guiding Coalition:

People will follow other people whom they have a deep respect and trust for. Develop a team

of influencers who can carry the message and create excitement throughout the organization.

They should work in all divisions of the company. When the purpose and mission are articulated

by a trusted peer, they are more likely to be accepted and supported by the rest of the team.

Sustainability as a Strategy:

When developing your company strategy, sustainable practices should be part of the overall

blueprint. Companies normally review or revamp their strategy every 3 years, or less if working

with sprint strategies. When planning the goals for the next few years, build in a budget and

program for sustainability. Whether it is digitization, or a recycling program, there doesn’t need

to be a huge cost associated with adding sustainability to the plan. Some companies have

implemented roles like Chief Sustainability Officer, or Sustainability Champion in order to put

more focus on this area.

Measurable Impact:

There is nothing more powerful than seeing the results and outcomes of the work you are

doing in your business. The same goes for sustainable practices. As mentioned earlier there are

many ways to start measuring impact. Once you see the results and difference you are making

not only in your company, but with the community, share that information with your team, and

your customers. These meaningful practices tie back into your overall corporate social

responsibility and the values and beliefs by which your organization operates.