Sustainable Innovation


Sustainability will be part of all business disciplines

Sustainability knowledge and tactics will be diffused accross organizations. It will be embedded in all functional areas. Which is a great thing.

All disciplines will be affected. Employees will need to be involved and trained in new areas that are logical extentions of their current activities, but with a sustainability focus:

    • Marketeers will be inspired by the new market dynamics related to environmental and social issues. All marketeers will learn about what works and what won’t in Green Marketing.
    • Innovators will be challenged to develop new products that create user benefits ánd create a positive social change, with reduced ecological impact
    • Sales reps will be trained to identify customer sustainability expectations and convince them of the advantages of new business models.
    • Purchasing will intensify at one hand the sustainable supplier criteria and audits, and at the other hand the cooperation with suppliers to search for sustainable sourcing solutions.
    • Controllers will be asked to track progress against social and environmental parameters in addition to the traditional financial indicators.
    • Human Resources have already discovered the power of Sustainability as a means to attract and retain employees. They will be encouraged to develop engagement plans and bonus plans that include sustainability performance indicators.

All functions will be affected. Yet a small group at headquarters will need to stay in place. This central sustainability team will be there to overview and align the companies sustainability activities, share best practices, set the companies KPIs, benchmark and track market developments and update the sustainability strategy accordingly.

More information on sustainability developments and best practices in my book ‘Your customers want your products to be green’. The book contains insights based on interviews with 19 senior sustainability & CSR managers of European frontrunners. Let me know what you think about it!


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