4.3. Everyone, everywhere
Takeaways for 4.3
In a nutshell
Try and make sustainability the bedrock of your business.
Build it into the heart of everything you do.
Make use of green champions as much as you can.
Embed sustainability into your business
Is sustainability central to your business thinking and processes or does it sit outside your day-to-day operations? Is it part of another department or does it serve as a foundation for the business as a whole?
Sustainability as ‘a project’.
Many companies view sustainability as ‘a project’, sitting outside of the traditional core business structure.
That can lead to everyone assuming someone else will take care of it or initiatives that do start, ending up stalled.
When sustainability sits outside all the decision-making functions, it is increasingly likely to be left out of decision-making.
Sustainability rolled into another department
Others embrace sustainability as an important part of the business, but only within an existing discipline, like HR or Marketing.
But the people inheriting these additional responsibilities, may be too busy with their other work or lack the relevant expertise to take on sustainability initiatives.
Sustainability embedded throughout
So, properly embed it into the heart of the company and have everyone focused on creating a long-term regenerative tourism business, it really needs to permeate the entire operation from top to bottom.
That way, sustainability is providing the bedrock of all company activities or an overarching filter for all decision making.
Figure: Sustainability Permeating the Entire Company (Adapted from The Sustainable Business Book, Duncan & Duncan)
case study on 4.3
Holkham Hall: A case study in embedding sustainability into the whole business
The twin challenges of biodiversity loss and climate change have reinforced sustainability as a top priority in safeguarding the future of this historic 25,000-acre estate. Holkham Hall’s WONDER strategy places sustainability at the core of every business decision and guest experience. Visit their case study to find out more on how they are preparing for the future.
Green champions
It is important that proper resource is dedicated to your sustainability initiatives, even if a company starts informally by identifying a group of sustainability cheerleaders within various areas of the business.
In an ideal world there would be no specific ‘Sustainability Manager’, because everyone in the organisation would be behaving in a thoughtful and responsible way and making all business decisions through a sustainability lens.
However, sometimes a champion or champions are required to kick start the process. So establishing a lead person or group can be beneficial, as long as they have the authority to make changes and get things done.
Green teams should be made up of different people from every aspect of the business so that all areas can be considered holistically.
Sustainability in action
The United Nations Sustainable Development Goals (SDGs) (which we talked about in section 2.1.) are not only an excellent foundation for any sustainability company strategy, but they can also be used to ‘stop, think and challenge’ behaviour and day-to-day decision making for good.
Encouraging and empowering employees to think and behave differently can lead to a happier, healthier, and more sustainable company culture. As ever, it starts with the simple mantra “Is there a better way of doing this?” we looked at in section “2.10. Waste not, want not?”
Stop, Think, Challenge: Bringing SDGs to Life
(Adapted from ‘Stop, Think, Challenge - Sustainable Development Goals in Action’ in The Sustainable Business Book, Duncan & Duncan)
UN SDG 1: No Poverty
Stop, Think: Do I consider that other people’s circumstances may be very different to mine Challenge: Is there a more charitable way of doing this? UN SDG 2: Zero Hunger
Stop, Think: Do I consider the amount of food I waste? Challenge: Is there a less wasteful way of doing this? UN SDG 3: Good Health + Wellbeing
Stop, Think: Am I conscious of other people’s feelings and wellbeing? Challenge: Is there a kinder way of doing this? UN SDG 4: Quality Education
Stop, Think: Do I help educate and inspire those around me? Challenge: Is there a more inspiring and educational way of doing this? UN SDG 5: Gender Equality
Stop, Think: Do I truly believe in gender equality Challenge: Is there a more inclusive way of doing this? UN SDG 6: Clean Water + Sanitation
Stop, Think: Do I take access to clean water for granted? Challenge: Is there a more water efficient way of doing this? UN SDG 7: Affordable + Clean Energy
Stop, Think: Do I appreciate the importance of energy efficiency and clean/green/renewable energy supply?
Challenge: Is there a more energy efficient way of doing this?
UN SDG 8: Decent Work + Economic Growth
Stop, Think: Do I believe that the purpose of business goes beyond simply making a profit?
Challenge: Is there a more thoughtful/strategic way of doing this?
UN SDG 9: Industry, Innovation + Infrastructure
Stop, Think: Am I able to adapt my thinking and adapt to new ideas?
Challenge: Is there a more innovative way of doing this?
UN SDG 10: Reduced Inequalities
Stop, Think: Do I appreciate that I may have unconscious biases?
Challenge: Is there a more equitable way of doing this?
UN SDG 11: Sustainable Cities + Communities
Stop, Think: Am I contributing to creating a more sustainable world for future generations?
Challenge: Is there a more sustainable way of doing this?
UN SDG 12: Responsible Consumption + Production
Stop, Think: Do I buy and consume too much
Challenge: Is there a more responsible way of doing this?
UN SDG 13: Climate Action
Stop, Think: Do I fully understand the implications of climate change?
Challenge: Is there a more clime conscious way of doing this?
UN SDG 14: Life Below Water
Stop, Think: Do I consider the health of the oceans
Challenge: Is there a more ocean-friendly way of doing this?
UN SDG 15: Life on Land
Stop, Think: Do I consider the importance of biodiversity
Challenge: Is there a more environmentally friendly way of doing this?
UN SDG 16: Peace, Justice + Strong Institutions
Stop, Think: Do I point out and challenge injustice?
Challenge: Is there are fairer way of doing this?
UN SDG 17: Partnerships for the Goals
Stop, Think: Do I work collaboratively for the greater good - not just personal gain?
Challenge: Is there a more collaborative way of doing this?
