25 Insights from 25 Years in Business
As I reflect on 25 years of sustainability consulting, I’m struck by the incredible journey it has been—one filled with both challenges and immense rewards. When I first started, the conversations around sustainability were often met with hesitation or uncertainty. Yet, here we are, a quarter of a century later, witnessing a profound shift in how businesses, boards, and communities approach sustainability.
What keeps me going, year after year, is the passion and commitment I see from our clients. It’s been inspiring to watch businesses move from tentative steps to bold actions, integrating sustainability not just as a checkbox but as a core part of their strategy and identity. The progress we’ve made together is a testament to what can be achieved when we embrace sustainability with open minds and hearts.
As I reflect on this milestone, I wanted to share some of the insights I’ve gained along the way—insights that have shaped my approach and, I hope, have made a difference in our clients’ journey too.
Here’s 25 insights from 25 years working as a sustainability consultant:
1. Board Engagement is non-negotiable
For sustainability initiatives to succeed, they must be driven from the very top. Active involvement from board directors is essential to set the tone and ensure that sustainability is embedded into the company’s core strategy, operations and risk appetite statements.
2. Leadership is critical
Commitment from the leadership team is essential for driving sustainability initiatives. When top executives visibly champion sustainability initiatives, it signals to the entire organisation that these initiatives are a priority, fostering a culture where sustainability is integral to business success.
3. Focus on what’s material and prioritise projects
Not all sustainability issues are created equal. Focus on material issues—those that are most relevant and significant to your business and your stakeholders. Prioritising these allows for better resource allocation and ensures that your efforts are impactful where they matter most.
4. Engage staff and stakeholders
Sustainability is a collective effort that requires the involvement of all stakeholders. Engage staff at all levels, as well as external stakeholders, to ensure alignment with and commitment to your sustainability goals. This broad engagement fosters a shared sense of responsibility and amplifies the impact of your initiatives.
5. Provide the necessary resources
Effective sustainability initiatives require proper (and ongoing) resourcing. This includes financial investment, time, and dedicated personnel. Planning over a five-year period ensures that that your initiatives have the support needed to succeed in the long term.
6. Invest in training
Your team is your greatest asset in achieving sustainability goals. Investing in their training not only builds their capability, but also enhances their commitment and confidence. Empowered and knowledgeable employees are more likely to take ownership of sustainability initiatives and drive meaningful change.
7. Encourage a culture of transparency – it’s a powerful driver of change
Transparency within your organisation and with external stakeholders is crucial for driving meaningful change. A culture of openness allows for honest assessments, accountability, and the continuous improvement of sustainability practices.
8. Form an internal stakeholder committee or working group
Creating a diverse internal stakeholder committee or working group can be a powerful way to drive sustainability initiatives. By inviting a broad cross-section of people to join, you tap into a range of perspectives, passions, and innovations that might not otherwise surface. You never know where (or from whom) the next big idea or breakthrough will come from.
9. Zero tolerance is meaningless
Policies that claim "zero tolerance" often fall short without mechanisms to enforce them. Instead of aiming for an unattainable ideal (or any aspirational zero targets for that matter), focus on creating robust processes and systems that continuously improve practices and mitigate risks. Meaningful progress comes from realistic and enforceable policies and standards.
10. Aim for leading practice (but acknowledge that not everyone wants to lead)
While it is important to aspire to leading practice in sustainability, recognise that not every organisation or stakeholder will want to be at the forefront. Tailor your approach to fit your organisation’s capacity and ambition while still striving for excellence where possible.
11. Go beyond compliance (even if that's where your legal team is heading)
Legal compliance is the bare minimum—true sustainability requires going beyond just meeting legal (or other) standards or reporting requirements. Push the boundaries to achieve more meaningful impact, even if it means challenging your legal team’s comfort zone. Strive for innovation and leadership in sustainability, not just compliance.
12. Be brave
While it is important to make steady (incremental) progress, you should not be afraid to set ambitious yet achievable goals that push the organisation forward without setting it up for failure. Progress should be continuous and impactful, so avoid taking baby steps that get little done and don’t drive meaningful change (sustainability is not only about keep cups!)
13. Review and monitor progress
Regularly review and monitor your sustainability initiatives to ensure they are on track. Set realistic goals and be prepared to adjust plans as needed. Continuous monitoring allows for course corrections and helps maintain momentum towards achieving your objectives.
14. Don’t be afraid to pivot
Flexibility is key in sustainability efforts. If a strategy isn’t working, don’t hesitate to pivot. Adapting to new information, changing circumstances, legislation and regulations, and evolving stakeholder expectations is essential for long-term success.
15. “Steal with Pride”
There’s no need to start from scratch. Look for best practices and successful strategies in other organisations or jurisdictions. Adapting proven methods can save time and resources and allows you to focus on driving meaningful progress rather than reinventing the wheel. Make sure you acknowledge the source of your ideas and licence (rather than literally stealing) copyrighted tools or resources.
16. Collaborate widely
Partnerships can be invaluable in sustainability efforts. Collaborating with other organisations, NGOs, or experts can bring additional resources, knowledge, and support, amplifying the impact of your initiatives. Look for opportunities to partner with others who share your sustainability ambitions.
17. Maintain energy and excitement
Sustainability initiatives require long-term commitment, which can be challenging to sustain. Keep the momentum alive by maintaining energy and excitement around your initiatives. Celebrate milestones, engage teams, and continuously measure and communicate the importance and impact of your efforts.
18. Beware of Greenwashing
Ensure that your media and communication team (and others in your organisation) are transparent and honest in their messaging. Greenwashing—exaggerating or misrepresenting sustainability claims—can severely damage your credibility and result in legal consequences and financial loss. Honest communication builds trust with stakeholders and reinforces your commitment to genuine sustainability efforts.
19. Engage your suppliers, then engage them again and again
Sustainability is not a one-time effort, and neither is supplier engagement. Regular, ongoing communication and collaboration with suppliers is crucial to maintain trust and commitment. This continuous dialogue helps build a shared understanding and reinforces the importance of sustainable practices over the long term.
20. Suppliers often mean well but may miss the bigger picture
Suppliers may genuinely believe they are doing the right thing, but if they lack a comprehensive understanding of complex sustainability issues, their actions may not be effective. Providing targeted training and education (particularly to smaller suppliers) can help them align their actions with your broader sustainability goals, ensuring their efforts are both effective and impactful.
21. Ask your suppliers the hard questions and interrogate their responses
Don’t take supplier responses at face value—dig deeper. Often, the real issues are buried beneath surface-level answers. Scrutinize their claims, ask probing questions, seek documentary evidence and conduct your own assessments to uncover potential risks and areas for improvement. Work with suppliers to implement improvement recommendations.
22. There is never zero risk of modern slavery
Even the most diligent businesses face ongoing risks of modern slavery in their supply chains. Constant assessment, monitoring and reporting is necessary across all industries to identify and mitigate these risks.
23. Ask yourself “just how reputable is a ‘reputable’ or local supplier?”
Don’t assume that local or well-regarded suppliers are free from sustainability risks. Risks can be present anywhere (and remember, every supplier is local to someone). Regular, thorough audits and assessments are crucial, regardless of the supplier’s location or reputation. Engage your supplier in sustainability issues and support them to assess and address risks across your shared supply chain.
24. Stay informed
Being aware of new and emerging sustainability risks will enable you to anticipate and mitigate potential disruptions in your business operations and across your supply chains. Read widely, attend seminars and conferences and join industry associations or communities of practice.
25. Ask yourself whether you are looking hard enough to identify issues and risks
Sustainability and human rights issues such as modern slavery are pervasive issue that can be deeply embedded in supply chains. Even if your initial assessments show no signs of risks and issues, dig deeper. As Twiggy Forrest famously said, "If you haven't found modern slavery in your supply chain, you're not looking hard enough." Vigilance and thorough investigations are key to uncovering and addressing these hidden risks.
