To Be or Not to Be: How to Convince my Team Towards Sustainability

Corporate Social Responsibility CSR has been in constant evolution based in a changing world of necessities. Today, businesses are considered as part of the solution to sustainable development and need to shift their CSR attention from the past concept of how they spend their money (for example: on charity) to how they make their money (in a sustainable and socially responsible way). Corporate Sustainability is a business approach that can create long term value by embracing opportunities and managing risks derived from social, economic and environmental necessities. To do so, one of the greatest challenges for most organizations is getting a real commitment from senior leaders to understand sustainability as a deeply rooted structure for a company’s development.

If you are here, is because you are certain of this movement of change, it runs in your veins, you are certain of its benefits and value. YOU are not alone there is a worldwide community of adventurous change makers seedling strategies around sustainability. You have an immense power only by the fact of being part of your organization. Your role is particular in your organization not only throughout your area and role objectives but as an independent, insightful human being. Each one of us within organizations can play a big role in moving our fellow companions and leaders towards commitment. The key is to have the knowledge in understanding the whole organizational perspective from a sustainability oriented approach.

Sustainable Brands Madrid´17 proposes sessions in which organizational leaders can excel in understanding market drivers and leading-edge strategies for building business and brand value by innovating for sustainability. It all depends which way you want to go, in order to understand what strategy should you develop. It is not only a responsibility of a marketer for example to create a purposeful engaging product aligned to a sustainability oriented consumer if its organization does not innovate throughout its value chain. Or for a chief sustainability office to create social and ecological improvements if at the end of the line marketing team is not engaging stakeholders in the conversation…the examples are various…

Look where you are standing, your role in your organization, the capabilities you have, and let us guide you within this How-to- convince- my- team-scheme

*You can pick which department are you working on followed by a brief approach of the benefits and finally a selection of my recommended leaders to meet and connect at the coming conferences of Sustainable Brands Madrid.*

SUSTAINABLE BRANDS MADRID 2017

I am working on…

Sustainability

Surviving in today’s economy is becoming increasingly more difficult. To build an enduring company it needs to infuse its purpose in all that it does. An organization without purpose manages people and resources in the pursuit of profit maximization. The prioritization of ends over means is what causes companies to become detached from their employees and lose customer focus. Purpose driven organizations, however, mobilize people and resources to drive performance and profitability, so the enjoy a distinct competitive advantage. There is an urgent need for business leaders to drive sustainability into the core of their missions and the very structure of their organizations. Sustainability Leadership is critical to long-term value creation.

But what is value creation without a measurable method for identifying, measuring and quantifying these new forms of business risk and value? Several companies have already begun identifying and valuing these costs and impacts, and brands leading the change have demonstrated their ability to adopt new metrics and practices that lead with the way of a better business performance.