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.*


I am working on…


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.

Who can help? Who shall I talk to in #SB17Madrid?

  • Ryan Gellert, General Manager Europe, Patagonia
  • Lord Michael Hastings, Global Head of Citizenship, KPMG International
  • Mary Barnard, Chocolate Category President, Europe, Mondelez International 
  • Teresa Ribera, Director, (IDDRI)
  • Ana Gascón, Corporate Responsibility Manager, The Coca-Cola Company Iberia
  • Hugh Jones, Managing Director & Advisory, Carbon Trust
  • Esther Toth, Associate Director, Corporate Citizenship
  • Robert Dornau, Senior Manager Sustainability Services, RobecoSAM
  • Sally Uren, Chief Executive, Forum for the Future

Brands Strategy-Marketing

Customers are increasingly looking for brands that can prioritize sustainability. Brands that are focused on sustainability have an opportunity to engage with consumers on values like equality, diversity, social progress, and environmental stewardship. These brands play a vital role in inspiring consumers to embrace more responsible or sustainable practices. But  none of this can be achieved if a brand is not considered to be authentic, this authenticity comes from embedding Purpose into the core of the brand, and serves as the driving force for everything it does. Brands that lead on purpose can act as catalysts for change and connect at a deeper level with consumers. In considering specific segments for brand strategies companies are competing to capture the attention of millennials. Many have struggled to do so because traditional methods of advertising and communication have not been effective. Nevertheless, purpose-driven authentic brands can capture the attention of the millennial generation and turn them into brand advocates.

Who can help? Who shall I talk to in #SB17Madrid?

  • Adam Elman, Global Head of Plan A, Marks & Spencer
  • Christopher Miller, Social Mission Activism Manager, Ben & Jerry´s
  • Thomas Kolster, Founder, goodvertising agency
  • Paul Twivy, Founding Partner, Core Purpose
  • Tamara Young, Corporate Communications Manager, JetBlue
  • Sirikul Laukaikul, Brand Strategist & Sustainability Consultant, BrandBeing
  • Dave Stangis, VP of Corporate Responsibility & Chief Sustainability Officer, Campbell Soup Company
  • Francesco Tramontin, Public Affairs Director Europe, Mondelēz International
  • Gene Colon, International Director of Communications & Media Relations, L’Oréal La Roche Posay

Human Resources

Purpose at work is becoming increasingly more valued by all generations and levels. Employees prefer to work for organizations that reflect their values. When people believe in the company´s true purpose and how their job contributes to this; they are more engaged, creative and loyal. Despite of this, most employees see their paycheck as the main reason they work for the organization. There is nothing more effective for employee engagement than ensuring that your people jump out of bed each day because they believe they are fulfilling their purpose at your organization. This will reduce turnover and costs while increasing productivity and profits. But the way to effectively do so it is not easy if not aligned with the whole companies’ core purpose.

Who can help? Who shall I talk to in #SB17Madrid?

  • Dr John Izzo, Best Selling Author & Business Visionary
  • Aurelie Dumont, EMEA CSR & Sustainability Senior Manager, Timberland
  • Arthur Woods, Co-Founder, Imperative
  • Owen Rodgers, Partner, IDEO
  • Aris Vrettos, Global Programme Director, University of Cambridge Institute for Sustainability Leadership

Supply Chain

Creating efficient, healthy, resilient and transparent supply chain is imperative to any corporate sustainability journey.  As an example, the textiles and clothing industry is known for causing major social and environmental impacts throughout its value chain. However, there is growing awareness of the industry’s impact. Consumer behavior towards fast fashion industry for example is changing and there seems to be a shift towards regenerative approaches. There are new pathways for accelerating circular approach throughout new materials, process and ways of thinking. Within the same example there has been a constant fight to eradicate forced labor and provide with greater transparency along the fashion value chain.

Who can help? Who shall I talk to in #SB17Madrid?

  • Didier Bergeret, Social Sustainability Director, The Consumer Goods Forum
  • Sarah Ditty, Head of Policy, Fashion Revolution
  • Teresa Sádaba, Dean, ISEM Fashion Business School
  • Hugh Jones, Managing Director & Advisory, Carbon Trust


Innovation is the heart of sustainability, innovate for efficiency, for social development…Bringing a truly sustainable brand to market in the 21st century requires a whole new mindset and a new set of methods, tools and partners. The future belongs to innovators who recognize the interdependence between businesses and nature, energy and human resources, and the connection between the economy, the environment and our communities.

Who can help? Who shall I talk to in #SB17Madrid?

  • Tomas Diez, Co-Founder, Fab Lab Barcelona
  • Sally Uren, Chief Executive, Forum for the Future
  • Chris Grantham, Circular Economy Portfolio Director, IDEO
  • Alexandra Mitjans, Director of External Relations, Ashoka
  • Stephen Loftus, Chief Marketing & Sales Officer, Brompton
  • Imanol Munoz, Sales & Marketing Director, Ternua
  • Vinicius Rodrigues, Co-Founder, Essensus 

See you soon!

Maggie Crespo Mijares

A fugitive: illegally passionate. Creative, entrepreneur, visionary, dreamer …  Project Executive at Quiero, Marketing professional &  Master in Green Management, Energy and Corporate Social Responsibility.

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