Businesses have a huge opportunity to drive sustainable thinking and living, as most people spend the bulk of their day at their workplace.
Tony Frost, CEO of Stellenbosch-based consultancy Sirocco Strategic Management and former CEO of the World Wildlife Fund, notes that most people spend 60% of their conscious time at work.
“If organisations don't understand and accept the responsibility they have to engage people working with them in programmes that improve their quality of life, they're missing a massive opportunity.”
He mentions initiatives like Eskom's solar water heating subsidy, and that companies could initiate a collective deal to provision solar heating to all employees to reduce electricity costs, creating a knock-on effect throughout the organisation's sphere of impact.
Frost argues that total organisational sustainability has to function along the three pillars of the triple bottom line principle: the market, society, and the environment. Market sustainability involves developing a high-quality product to make a profit, and to then continue improving.
“The second focus is society; because it gives us our licence to operate, we have to look at our interaction with society, and how to build the perception of the business as a quality organisation that adds value to the lives of the people around it.
“Thirdly, everything we use and sell comes from the environment; it's built into the cycle of life, and we have to make sure that we leave the environment richer for our being here, rather than poorer.”
The final step is integrating these elements and considering how the company's work in the market, society, and the environment resonate as a brand. “You have to build the brand from the inside out, and the only way to do that is to integrate these elements.
“If you have a brilliant CSI [corporate social investment] programme and people can't see the relationship between the CSI programme and the product you sell, then you're wasting money and resources.”
Seeing change
Frost notes the increased global focus on climate change and related environmental issues have made companies more aware of the pressure on natural resources. “Organisations have become more aware that they can't just plunder resources - they have to figure out how to interact more positively with all stakeholders and the environment around them.”
He adds that it's much easier talking to business about sustainability now than it was before his five-year stint as head of the World Wildlife Fund, when he served on a number of executive boards.
“In literally an 18-month period, the situation changed from never having the environment on the agenda in board meetings, to the environment becoming a permanent item on the agenda.
“There's a momentum now similar to what drove the socio-political change of the 80s; except, now it's a socio-environmental change.”
State of mind
The greatest challenge, says Frost, is getting everyone to accept personal accountability and trying to get people to change the way they live.
“It's not easy to change old habits, and it's even more difficult to change collective old habits.”
Frost says the general attitude regarding energy in the country has for long been that it's cheap, available, and easy to get out.
“What we're not doing in SA is fully costing the expense of running coal-fired power stations. We're not costing the environmental impact of transporting massive amounts of coal to other countries, and things like the medical costs associated with respiratory problems from the stuff that goes up the stacks.”
He adds, however, that compelling environmental factors are forcing people to think differently. As a country, Frost believes SA has come to a stage where it recognises there's a problem and acknowledges a level of culpability, as well a responsibility to do something about it.
“We've begun to realise, not only in SA, but in Africa as a whole, that we cannot rely on aid alone. We need to create a culture of independence, innovation and creativity.
“Our role at Copenhagen was very upfront and very important in getting emerging economies to go as far as they did. The presidency's commitment to reduce emissions by 34% in a very short period of time is evidence of that.”
But Frost adds that everyone in the country isn't on the same level, and most organisations haven't realised what government has committed to. “Business is in for a big shock when government starts increasing carbon taxes, taxes on water use, air pollution, resources, waste - all the things that impact the quality of life of the country's citizens.”
He remains hopeful, however, that innovative national strategies have the potential to be effective “Most people want things to be better, not only for themselves but for their children, and if they're given a cogent pathway to follow they'll go there - they just want good, sound, clear leadership.
“Yes, there are big challenges, but people are clever, and they'll find solutions to those challenges.”
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