The “company with a conscience” will become the norm over the next decade. But to lead on the issues that matter to consumers and neighbors, it helps to start in our own backyards.
Companies are no different from the people who run and staff them, in that what they say and what they do have an impact. They are present in local communities as job creators and providers, as players in a supply chain, and as providers of goods and services consumers depend on. But they themselves are consumers of shared infrastructure and resources like water and energy, which, depending on the business itself, can leave behind a large footprint.
With an increasing emphasis placed on sustainability, consumers and business partners will pay increasingly close attention to the tangible proof, and not just words, that companies are contributing to the greater good. This links closely to an enterprise’s bottom line. Indeed, Accenture describes the phenomenon as the rise of the “purpose-led brand,” where a focus on “me” matures into an emphasis on “we.” The firm’s studies point to 63% of respondents preferring to buy from purpose-led companies as consumers, and 62% wanting to work with partners who are willing to take a stand on core issues.
Sustainability efforts are partly about safeguarding natural resources like water and energy, and everyone doing their part to mitigate climate change. But that is only the beginning. Holistic sustainability encompasses the spaces and ways by which people live, work and play, ensuring that our contributions to the local environment are conducive to growth, and contributing to future generations. This typically does not start with large, eye-catching projects. It begins much like an ordinary tree does: with a simple seed, in our own backyards.
Community involvement is the other side of the sustainability coin, given that the broad definition of sustainability is about making generational improvements in people’s lives. As committed investors in the growing list of communities in which Ring operates, we are familiar with the rewards and challenges that come with these efforts. We are privileged to support initiatives like youth soccer clubs that nurture individual talent and provide space for children and young adults to set goals and test their own limits. It is equally uplifting to lead greenspace cleanups that directly beautify the areas where people of all ages can escape to. These have a real, tangible impact. But even with this in mind, two questions stand out. How can people outside of a company see and feel the impact of community sustainability? And what is a company’s true motivation for sharing these efforts?
The answers to both questions will differ from business to business. Still, grounding corporate sustainability efforts in the community are possible for all of them, supported by four steps.
First and foremost, it is important for businesses to define the community around them. Will they be working within their city, or their larger economic region? Perhaps they will instead narrow their focus to specific neighborhoods or areas in need. Whichever unit of measure is chosen, the company’s focus should be on filling a niche or need that corresponds or can be connected to their overall mission as a business, which will help ensure authenticity in what they do.
Second, businesses should consider how their products and business approaches themselves address needs within the community, rather than at national, global, or supply chain levels. For our plastic container company, the Focused Plant Philosophy permits us to take a localized view of production, resource use and distribution, assessing how our daily operations impact and can be improved for the benefit of neighbors in each and every place we operate.
To this end, the third important point will be to proactively engage with environmental and other sustainability concerns at the community level. This will be made possible by assessing company impact on its immediate surroundings, resources like water, utilities and even food. How can such an impact be made leaner and more efficient? What are realistic and cost-effective ways to minimize emissions, and make the business’ overall carbon footprint smaller?
Lastly, companies should not hesitate to reach out for collaboration. Community partnerships are what make a difference when it comes to the most pressing issues. They help give businesses a voice on issues as diverse as homelessness, food insecurity and affordable housing, with creative and unexpected ways frequently arising for the company and its employees to get involved. Visibility is thus increased in an authentic manner, rather than one just designed to get publicity or attention.
As businesses increasingly shift to a focus on their impact – environmental, social and beyond – it is imperative that they are prepared to respond. Maximizing one’s strengths to acknowledge and act on the human needs around them is just as important as the business’ industrial purpose. Profits, innovations and awards aside, a company’s sustainability legacy is what will truly last – much like the first, small seeds that burgeon over time and sprout into a tree.
