The planet is everybody’s stakeholder

Sustainability is about creating the kind of world we want for ourselves, our neighbours, and future generations. It challenges us to live our lives and make decisions as individuals, organizations and societies so that we make sure that future generations have access to the same opportunities and quality of life that we do. How do we get there?

Shared Value
In 2013 sustainability plays an increasingly important role. 'Creating Shared Value', that is what it is about these days: "The concept of Shared Value - which focuses on the connections between societal and economic progress - has the power to unleash the next wave of global growth." The thinking is that every business is part of society and therefore has a role to play in societal development. By understanding these developments and examining how a company can make a positive contribution, shared value is created that benefits both the company and society.

Society
The challenge lies in recognizing the stakeholder groups within in the ‘society category’. Focus quickly is put on local communities, local authorities, non-governmental organizations and universities. Still we insufficiently realize that 'our planet', which is threatened by pollution, destruction and overconsumption of raw materials, is an important stakeholder of us all. This is crucial piece of awareness when designing a global durable balance between the interests of companies, people and the environment (people, planet, profit).

Cost reduction
It is a noble aim, but to date, the focus of sustainability in organizations is mainly relating to measures that increase efficiency: less waste, less transport and less resources. These objectives have one thing in common: cost reduction. There is nothing wrong with that, but this is different from taking responsibility for the entire product, from raw materials suppliers to the end consumers.

The Natural Step
Our planet is at the center of The Natural Step (TNS) Framework. TNS is a tool for strategic sustainable development that uses a '5-layer framework'. To prevent that organizations get lost in the details of problems, TNS looks at the causes 'upstream' on planet level. Through the method of 'backcasting from sustainability principles' a sustainability strategy is developed.
Sustainability is a complex issue. To make sure the actions resulting from the sustainability strategy are realised, the TNS Framework is best used in conjunction with other tools. In my next post I will discuss the use of the EFQM model in relation with The Natural Step Framework.

Why the world needs social entrepreneurs

The world’s population is constantly facing challenges these days: around 20% of the people on this planet live in poverty and have, among other, a need of clean water, food, education and electricity. This has the attention of world leaders and big NGO’s, but sometimes de solution comes from an unlikely source. At times innovative individuals are more effective than governments or big organisations…

New role
People who make the world a better place have existed through time. Although positively engaged and enthusiastic, in general these social entrepreneurs were little effective. They were not taken seriously: what could individuals really achieve? But times have changed and social entrepreneurs have gained power and influence. How is that possible? Social entrepreneurs distinguish themselves in 3 ways:

1) Social entrepreneurs are pre-eminently innovative. They do not think in standard solutions but are creative, for instance when generating funds by ‘crowd funding’ (> 1 billion US dollars in 2013!).

2) Social entrepreneurs see society not as a problem, but as part of the solution. They are not looking for what the community is missing, but which knowledge and skills are there.

3) Social entrepreneurs make ‘social value’ their focal point in contrast to traditional companies where ‘making profit’ is the central theme. It is not about the short term results, but about the structural changes in the long run.  Or, as social entrepreneur Bill Drayton puts it: ‘Social entrepreneurs are not content just to give a fish or teach how to fish. They will not rest until they have revolutionized the fishing industry.’

From underprivileged to promising

Jamie Olivers Restaurant Fifteen at 15 Westland Place, 

London (photo The Hammer, Wikimedia Commons).

A good example of social entrepreneurship is project Fifteen of Jamie Oliver, where underprivileged youths are provided with an opportunity to get training in hospitality. Since its inception in 2002 hundreds of young people have built a new life through ‘the art of good food’.
Another example is Amul a cooperation of farmers that has been active in India since 1946. The goal: help small farmers join forces and get fair prices for their products, independently from major cartels.

New reality

Amul Plant at Anand featuring the High capacity Milk Silos 

(Notnarayan, Wikimedia Commons).

Our dynamic world constantly requires creative ideas and innovative solutions. In this light the rise of social entrepreneurship is logical. It is not ‘the newest fashion’, but the new reality on our way to a sustainable future.

Sustainable dating

Sustainability is a popular term. Many entrepreneurs feel a connection with their surroundings and 'want to do something'. Continuously new large- and small-scale initiatives are developed, but these actions are mainly internally focused. That is a shame, because joining forces with other organizations provide enormous added value. But how do you start?

Tasty setting

Twice a year in the Dutch city Eindhoven forces are working together to connect companies, schools, social and governmental organisations who are involved with their local environment. Well, ‘working’… the highlight of the ‘Sustainability 040’ *) is a nice diner. In a cosy setting contacts are easily made. The purpose of this particular evening: to create partnerships to ensure people with a distance to the labour market are provided with new opportunities, for example by offering internships or providing workshops.

It is not about money

We don’t have to invent the wheel again. Companies must do what they are doing already and should stick to their core business. A law firm provides legal services; a newspaper provides publicity, but for free. It is specifically not about money, but about sponsoring with knowledge and resources.

70 matches

The wonderful thing about ‘Sustainability 040’ is that matches between organisations are made quickly. No big projects, but action! During the last event on 6 November 2012 44 organisations were present, which resulted in no less than 70 (!) matches. Some of the agreements made:
* A well-known hospitality chain is offering internships. 
* Women in local woman’s shelters are provided legal support by a law firm.
* A local recruitment agency is going to recruit new volunteers for the local support-service (Vrijwillige Hulpdienst) in Eindhoven.
* DressforSuccess is going to make sure newcomers are adequately dressed for a job interview.
* Local hospitality companies will help provide the traditional Christmas diner to the Salvation Army.

Who is next?

It is probably clear: sustainable dating is tasty, cosy and leads to quick success. Who is next?

*) ‘Sustainability 040’ (in Dutch: Duurzaam Ondernemen 040) is an initiative of the municipality of Eindhoven and De Lage Landen. 040 is the city access code for calling to Eindhoven.

What is the most important Fundamental Concept of Excellence?

The LinkedIn-debate on this question I started a few weeks ago among the members of the EFQM Network for Sustainable Excellence has really taken off! However some more debate is needed…

As mentioned in my earlier blog the EFQM states no preference, but to get the discussion going I argued that Taking Responsibility for a Sustainable Future is the most important Fundamental Concept of Excellence.

A variety of views have been shared by the members in this discussion group and have included:

• Nice “academic question sparking debate”, however there is no most important Concept, but an organisation needs to take care of all Concepts to achieve sustainable results;
• Depending on the organisation’s goals, vision and strategic challenges at a specific point in time an organisation might need to give two or three Concepts more attention;
• That business survival is key and as a consequence Adding Value for Customers and Achieving Balanced Results are the most important Concepts;
• Things don’t move forward without leaders Leading with Vision, Inspiration and Integrity first;
• Organisations are made up of people, little happens without them, so Succeeding through People needs priority.

I was particularly struck by an interesting comparative question: “What is the most important room in the house?” For me it is the bathroom, but it was a difficult choice as I have a number of rooms to choose from. However there are many people in this world that don’t have a choice in this matter. 

With proposing the Concept Taking Responsibility for a Sustainable Future to be the most important I aimed to direct the discussion towards taking a more global perspective. To discuss maybe whether our current way of moving forward with an "inside-out focus" on the needs and expectations of the stakeholders will help us to address the global ecological and societal challenges lying on our doorstep? Would even an organisation striving for Sustainable Excellence take a wide enough view towards “all their stakeholders”? We perhaps need some debate on this topic?