“There is only one institution on earth that is large enough, powerful enough, pervasive enough, wealthy enough and influential enough to really lead humankind in a different direction—out of this mess we’ve created ourselves. And that is the institution of business and industry.”
– Ray Anderson, Interface Global

I admit it. I’m a novice when it comes to sustainability. Sure, I recycle everything, take the subway or walk everywhere, carry my own bags to the grocery store, and turn off the lights when I leave the room. But beyond these small moves, the dream of moving humanity towards a simpler, more sustainable life is for me still that—a dream. I felt the growing urge to do more, but I wasn’t sure how…

This summer, I decided to use my own vacation time and my own money to attend the Sustainable Brands Conference in Monterey. Was it worth it? Absolutely. Why? Because, for the first time, I met face-to-face with a community of professionals who are working on the shared goal of protecting our environment through sustainable business practices. I had the feeling I was meeting pioneers embarking on an arduous yet exciting journey. There I was with smart, driven business leaders who will, in my opinion, inspire far more change than any one individual or government can. America’s progress has always been fueled by the promise of capitalism. And when a critical mass of businesses come to regard sustainability as a tool for innovation rather than a legal mandate—true progress will be made. I left the conference with not only a renewed optimism, but also an array of new connections and case studies I could use to start making a difference at my own company.

One of the things I appreciated most about the conference was the openness of the speakers and the attendees. Everyone was eager to share their experiences. A mantra I heard repeatedly was that companies should dare to think big—to embrace sustainability as a core value, rather than a strategy or a tactic. We should dare to ask the big questions. We should give employees the opportunity to explore what sustainability means to them and to the organization. Encourage new ideas from all corners of your organization, and don’t give up. One speaker said sustainability is a journey, not a destination. It takes time, but yields innovation, engagement, pride and marketplace acceptance. I learned a lot from all of the pioneers of sustainability during the conference, which has started me on my own journey.

Here are some of their insights…

Jez Frampton, Global Chief Executive, Interbrand, asserted that in order to bring about true change, we need to change the average person’s behavior, which is very hard to do. We have a long road ahead: While 42% of CEOs have sustainability on their agenda, only 18% of Corporate Boards have it theirs, and only 1 in ten employees feel ready to tackle sustainability (Fresh Marketing 2008). Moreover, while 95% of shoppers say they’d consider buying a green product, 45% said they saw them but didn’t purchase them. Despite the uphill battle, companies are making a difference with breakthrough ideas and products: Xerox, for instance, introduced cartridge free printing with solid ink technology that can reduce color page costs by up to 62%, and a majority of Nokia’s products can now be recycled. Frampton suggested a simple framework to help your company embrace sustainability: Set highest standards in your industry, measure their impact, and communicate the changes both internally and externally.

Jim Hartzfeld, Managing Director of InterfaceRAISE, LLC, a sustainability consulting company, presented ways to enact changes in corporate culture. He said sustainability is a journey, not a destination, and that each company must define its own journey. If we look at branding as part of organizational development, we succeed. He then explained the Appreciative Inquiry (AI), process that engages individuals within an organizational system in its renewal, change and focused performance. Appreciative Inquiry, Hartzfeld explained, is a whole-systems approach that leverages peoples’ hopes and dreams. It is a “5D” model:

1. Define: Awaken people to a higher vision.
2. Discover: Build on your strengths. Engage employees in defining the goals.
3. Dream: Imagine what is possible. Dare to ask “what if…”
4. Design: Planning and prioritizing processes that would work well.
5. Deploy: Make it happen. Reward, recognize and celebrate success. Hold on event when you want to quit. Tell your story.

Duke Stump—Principal and Chief Architect of North Star Manifesto (Former VP Branding at Nike and former CEO of Seventh Generation)—suggested we approach sustainability with the widest possible lens. We must understand its resonance and relevance, and bring people into the conversation. Duke said we pay attention to the Millennial Generation, as they are the key to our future. They want to collaborate, consider technology their best friend, are interested in sustainability, and don’t want to be stuck in cubicles. Five key points in approaching sustainability:

1. Bring humanity into our every deliberation.
2. Recognize that change begins inside.
3. Inspiration versus desperation. Be inspiring, rather than presenting doomsday scenarios or negative visioning.
4. Trust=Authenticity. If you are authentic and honest with your customers about what you are doing, they will trust and support you.
5. Optimize versus maximize. Learn from nature and biomimicry—nature optimizes, never maximizes. You don’t need to be the biggest—just the best in one area.

Leilani Latimer, Director, Sustainability Initiatives at Travelocity, explained that companies must unite sustainability goals with business goals. Travelocity’s brand promise is to connect people with the best possible travel options. If there is no planet, there are no travel options, so sustainability is inherently a core value of the company: They have hiking trails on the corporate campus, health rooms, an expanded recycling program, even a rideshare program linked to wellness. Travelocity also integrates sustainability into its services, including their “Travel for Good,” a grassroots cause marketing program that encourages and supports volunteerism traveling. They also offer travelers a compendium of green travel options and a carbon offset program, which won elicited enormous feedback and praise. To integrated sustainability successfully, she said, you should gather a team of people across the organization to help build a program that fits your DNA and which:

1. Embodies your passion, experiences, and what you care about.
2. Differentiates you from your competitors.
3. Responds to historical events shaping customer attitudes.
4. Inspires employees to participate and creates pride in their day-to-day work.
5. Draws attention and makes a meaningful contribution to the consumer.
6. Is authentic.

These were just a few of the many pioneers I met and learned from. Among the other valuable takeaways: The recent worldwide economic collapse exposed massive complex damage in our societies, but an environmental collapse would be infinitely more catastrophic. Simply put, nature doesn’t do bailouts. We need to make drastic changes and brands can be part of the dialogue. Brands that tackle the big sustainability projects and inspire people to change themselves will create societal value and thus succeed. Leadership does not demand perfection. Companies don’t need to wait until absolutely everything is in place to embrace sustainability—they should start from where they are. Just make it personal for employees so that they can connect to it things that they already do. When this happens, they are more likely to carry it out, stay healthy and involved.

I am currently embarking on a journey to help my company embrace sustainability. It’s a daunting road ahead, full of challenges and obstacles. But I’m channeling my own ‘inner pioneer’ and am ready to go. On the last day of the conference, one speaker invoked an old saying that resonated: “If not us, who…? If not now, when…?” Sure, we could remain on the sidelines and let other people do the work of sustainability. Personally, I’d rather dive into it myself.

Websites to visit when considering helping your company embrace sustainability:

1. Overview of sustainable brands conference, complete with blog, videos, and list of sponsors and attendees.
2. Environmental Defense Fund’s resource center for companies looking to ‘go green.’
3. Sustainability Advisory Services that grew out of Anderson Carpet case study, has great videos and case studies.

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