In today’s business landscape, sustainability isn’t just a buzzword, it’s a fundamental aspect if you want to survive as a company and do so with success. Here, Michael Stausholm, CEO of SproutWorld, looks at how to incorporate it into the workplace for happier teams.
Deloitte recently noted that Gen Z’s and Millennials are anticipated to make up 74% of the global workforce by 2030.
What’s more, their research found that 69% of 18-34 year old workers want their organisations to invest more in sustainability, and over 40% are happy to switch jobs over it. This is concerning, when, according to recent research by Zest, just over half of young workers say they don’t believe their employers are doing enough to provide sustainable workplaces.
It is a massive priority for this demographic – and rightly so.
The importance of a happy and proud workforce cannot be stressed enough. Apart from an ethical and responsible approach to running a business, it makes good economic sense: a large number of studies have proven that happier workers are more proactive and productive.
For me, the whole journey with SproutWorld started when the circular economy was “the new thing” and CSR turned into sustainability. It all had a flavour of urgency, but the problem was, no one knew or understood what it was about – or what to do, really.
In 2013, I was introduced to the plantable Sprout pencil on the crowdfunding site Kickstarter and right there I just understood it, in less than a minute. The plantable pencil was a world-class example of what circular economy and sustainability are all about: closing the loop, no waste products, minimal packaging, second life. It’s about products and services that have little to non-negative impact on human health and the environment.
As a businessman I just knew that this was a green opportunity. The rest is history as they say.
So, Sprout grew into SproutWorld and today we are a well-known company that has sold over 80 million plantable pencils and makeup liners to over 80 countries, the UK being a top 5 market. We help businesses across all sectors demonstrate their commitment to ‘going greener’ in a useful and easy to understand way. And in spite of the growth or due to it, we still have sustainability as a high priority in our business. Here’s how.
Align your sustainability goals with the board
It might seem obvious, but this is the first and most important step. If the board doesn’t understand and support the necessity – and benefits – of improving your company’s ESG’ s and overall sustainability, then you might as well skip your good intentions from the beginning. Investing in sustainability is not only good for the planet, it’s actually also good for your business.
Get certified, for example become a B-Corporation
How do you prove that your company lives up to high standards within sustainability? Certifications are the key to fight greenwashing, so that your statements are not just pretty words.
Consider becoming a certified B-Corporation, a designation that demonstrates your commitment to balancing profit with purpose. B-Corps are legally required to consider the impact of their decisions on all stakeholders. This certification provides credibility and transparency in your sustainability efforts.
Utilise Blockchain technology for accountability
Blockchain technology offers a transparent and immutable ledger system, making it an ideal tool for tracking and verifying sustainability efforts throughout the supply chain. From tracing the origin of raw materials to ensuring fair labor practices, blockchain enhances accountability and trust, crucial in today’s era of heightened consumer awareness. In our case, the customers can track where the wood for our pencils come from by using block chain.
Plant forests, not just trees
Last year, SproutWorld planted 12,000 trees on an idle piece of land in Poland, the country where our European production is placed. Not because we had to, but because we wanted to give something back. We did it in collaboration with the Polish State Forests, as part of a larger project to reforest Poland.
While tree planting initiatives are praiseworthy, consider the broader impact of reforestation efforts. Planting forests involves restoring entire ecosystems, which offer biodiversity benefits, carbon sequestration, and enhanced resilience to climate change. Collaborate with conservation organisations or invest in reforestation projects that align with your business values.
Pursue net-zero initiatives
Commit to achieving net-zero emissions is something all companies must do, sooner or later. At SproutWorld we have made a plan to become Net Zero by 2029. It requires data and knowing how to that data so you can see what initiatives makes the most impact.
Sign up to the Science-Based Targets Initiative (SBTi)
Join the Science-Based Targets Initiative to align your emissions reduction goals with the scientific consensus on climate change. SBTi provides a framework for setting ambitious, science-based targets that contribute to limiting global warming. At SproutWorld we got our SBTi goals approved, and now we have already reached them, 6 years ahead of time. We managed to reduce our CO2 emissions by almost 60% by implementing different adjustments. This is not only motivating for the team, it’s also an advantage for our B2B customers because our reductions affect their climate accounting. We have simply become a more attractive supplier for our business clients.
Guard against greenwashing
In your sustainability journey, beware of greenwashing: the practice of conveying a false impression or providing misleading information about the environmental benefits of a product, service, or company. Maintain transparency, substantiate claims with data, and seek third-party certifications to build trust and credibility with stakeholders. We have had a third party make a Life Cycle Assessment on both our plantable pencils and our plantable makeup liner to know what CO2 emissions our products have. The right documentation helps to build trust between company and customers.
Foster a culture of sustainability
Sustainable practices shouldn’t only be confined to the boardroom. They should permeate every level of your organisation. Also, a very important point is that the role of a Chief Sustainability Officer must be part of the management team, and that sustainability cannot just be part of finance or communications departments but must be a dedicated team.
That team can educate and empower employees to embrace sustainability in their daily work routines. It’s not an easy task, but at SproutWorld we try to do this by sharing as much information as possible about what we do and why. We do small things that count in the bigger picture. I try to be an example myself by biking to work when possible, we sort our waste at the office, we reduce food waste from our catering, we have one vegetarian day a week and so on.
As we say, small things make big things grow.
And for your own business to grow, with a loyal and happy team, these things matter.
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