An 8-point compass for building business resilience

The sustainability movement is facing unprecedented challenges, threatening to undo decades of hard-fought progress overnight. Many are feeling lost and wondering how to navigate this turbulence.  

It’s important to recognize that in any transition, the closer we get to new systems emerging, the harder the existing systems push back. Also, change isn’t linear. The sustainability movement has had setbacks before. One step forward, two steps back is the reality of any transition of any system, from food to energy to health to education.

So how can we respond? 

An 8-point compass for action

Based on many conversations in recent weeks, I see eight ways to navigate the current turbulence and build personal and organizational resilience at the same time. These eight strategies correspond to eight points of a compass I designed in the graphic below. 

N: North star

Decades into the sustainability movement, it’s very easy to forget why we started. What initially motivated us to address audacious environmental and social challenges? We need to rekindle and elevate the positive vision of a world where Sustainable Development Goals (remember them?) have occurred. We’ve been sidetracked by metrics, compliance and disclosure. Hope comes from belief and having something to aspire to. So, what’s your personal or organizational north star? Find it, and hold on to it. 

E: Economics

Dial up the economic rationale — sustainability is good business. Let’s test the assumption that the business case for sustainability has long since been made and is widely bought into. In reality, there are probably many executives who haven’t been exposed to the business case for sustainability 101. As external pressures mount, it’s time to dust the business case off, dial up the conversation around routes to value creation and make it stick. It’s not a binary choice between economic growth or sustainability. Decarbonization done well will deliver jobs. Protecting nature builds food security and livelihoods. Sustainability is just sound economics. 

S: Specifics

In a recent consumer poll asking people about the meaning of ESG, some of them responded: “Eggs, Sausages and Grits.” It’s a stark reality check that “sustainability” — and all that it encompasses — remains shrouded in mystery to many. A blanket term that’s failing to connect. It’s time to get specific on sustainability — we’re talking about creating nutritious food, building strong communities, improving human health, creating less waste and improving green spaces. These are all things people understand and care about.

W: Wonder

“Wonder” is defined as “a feeling of great surprise and delight.” It’s easy to forget that amazing feeling of wonder when product and service innovations deliver better, more sustainable products and services to market. From concentrated detergents that need far less water to products made of 100 percent recycled materials to affordable and accessible nutrient-rich products, the drive for sustainability has delivered innovation and huge steps forward for many. Let’s embrace that feeling of wonder. 

NE: Normal engagement

Ensure normal engagement despite abnormal circumstances. In turbulent times, many retreat from engaging externally. Greenhushing might make sense, but don’t stop doing the work. Don’t lose out on the incredible value that comes with engaging diverse stakeholders. Rather than pulling back, create safe spaces for different perspectives on shared challenges to be heard. It will make your organization stronger.  

SE: See employees

Millions of people still care about the sustainability agenda, even as political landscapes change. Thriving businesses see, hear and respond to what their employees care about. After all, motivated employees underscore the business case for sustainability. Tap into and harness this energy. It might also help keep the board of directors on board. 

SW: Shift words

Words matter and language can be triggering. So in a volatile environment, how can we shift what we’re saying while still conveying the essence? Consider “social impact” over “social equity”; “energy leadership” over “climate change initiatives”; “food security” over “sustainable agriculture”; “coordinated action” over “collective”; “belonging” over “inclusivity”; “ensuring heatwave readiness” over “tackling extreme heat.” Different words, same meaning — but there is less risk of inciting negative reactions.

NW: Narratives win

My eighth pointer builds on shifting words to changing narratives. The negative narratives are strong – from “DEI is done” to “climate change is too expensive.” We know that repeat messages shape what people think, feel and ultimately do. How can we turn up the volume on what sustainability is really about: innovation, growth, resilience and well-being? It’s time to rebrand sustainability – it’s all about delivering positive impact and economic benefits. Just look at Orsted – once a major player in oil and gas – that’s now the world’s leader in offshore wind development, playing a pivotal role in the energy transition. 

How to use this compass

First, be ready to shift your direction of travel. Flexibility is key so be prepared to adapt your plans as you go. Second, acknowledge that we’re running a marathon, not a sprint. While things are unfolding rapidly right now, we need to avoid sprinting as a response. We also need to look out for interference, which can mess with the workings of any compass. I’m talking about background disruption, rapid shifts in policy, loud rhetoric, etc. When this happens, give the compass a shake, point north, and carry on.

Of course, a compass won’t guarantee a clear path forward. But if we believe there is a clear path to create a better future, we’re making the first step in the right direction.