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Got 2020 Vision? Two Companies’ March Towards Zero Impact

by FMYI [for my innovation] on Nov 08, 2010

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From the 18th annual Net Impact conference, this session takes you through building a 2020 vision and action plan featuring real-world case studies. Panelists will cover processes and tools to further ...

From the 18th annual Net Impact conference, this session takes you through building a 2020 vision and action plan featuring real-world case studies. Panelists will cover processes and tools to further sustainability efforts towards zero impact by 2020. Highlights will include Justin’s insight from pioneering Nike’s sustainability employee engagement; how to incorporate DNA-level sustainability commitment in a service-based organization; and an overview of the Natural Step Framework, a systems approach to sustainability.

Justin Yuen, President, FMYI, Inc.
Graeme Byrd, Sales and Marketing Manager, FMYI, Inc.

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“Got 2020 Vision? Two companies’ march towards zero impact” A presentation for the 18th Annual Net Impact Conference: 2020: Vision for a Sustainable Decade on Oct. 30, 2010.

Speakers:
Justin Yuen, President, FMYI, Inc.
Graeme Byrd, Sales and Marketing Manager, FMYI, Inc.
FMYI [for my innovation] is a collaboration software company committed to positively affecting society through sustainability and technology. Learn more at http://www.fmyi.com.
Why do companies need to develop a vision for 2020? The workplace is changing as millennials (Gen Y) continue to graduate college. This year, 64% of the incoming students to college were curious about universities practices around sustainability. How does this translate into hiring practices for businesses? As triple bottom line company, it is important to value the people in your company. By developing a vision and engaging your employees, a company came improve their employee retention. Customers appreciate honesty and transparency about the practices of a business. Additionally, by empowering employes and providing a transparency, a company can reduce energy consumption and reduce costs. This is a new business model causing us to develop a vision for 2020.
The situation from the Jersey Shore is not what we are talking about.
The situation we are dealing with is that there is a decline amount of natural resources while we are increasing the demand by human consumption. We have reached peak oil, dealing with global warming and toxins in the water. Ultimately, we must find the spot where we can sustain as an ecosystem as businesses and individuals. Living in a Sustainable society and hopefully restore it.
In order for us to move towards a sustainable society, based we believe in the 4 system conditions of the Natural Step.
1. Reduce and eventually eliminate our contribution to the systematic accumulation of materials from the earth’s crust. This means substituting our use of certain minerals that are scarce in nature with others that are more abundant, using all mined materials efficiently, and systematically reducing our dependence on fossil fuels.
2. Reduce and eliminate our contribution to the systematic accumulation of substances produced by society. This means systematically substituting certain persistent and unnatural compounds with ones that are normally abundant or break down more easily in nature, and using all substances produced by society efficiently.
3. Reduce and eliminate our contribution to the ongoing physical degradation of nature. This means drawing resources only from well-managed eco-systems, systematically pursuing the most productive and efficient use of those resources and land, and exercising caution in all kinds of modifications of nature, such as over-harvesting and the introduction of invasive species.
4. Reduce and eliminate our contribution to conditions that systematically undermine people’s ability to meet their basic needs. This means offering products and services and changing practices, suppliers, and business models to those that ensure that human rights are respect- ed, income-making barriers are removed, safe and healthy work environments are provided, and living conditions al- low local communities to meet the needs of citizens.
To create a sustainable society, we need both a vision of where we want to be and a plan for getting there. There are many ways to plan for sustainability, and The Natural Step process this guide describes is only one of them. What makes this approach unique is that it allows you to build a strategic plan based on the four sustainability principles, using the backcasting method to evaluate each possible action for its strategic value. The process involves four basic steps: Awareness, Baseline Analysis, Compelling Vision and Down to Action.
Using the Natural Step framework, what does 2020 look like for a large international footwear company? How about for a small software company?
2020 is just around the corner and to better understand the journey, we must do some backcasting and understand our current impact. No matter if you are 26,000 people or 15 people...you still have an impact and can make a difference.
Nike’s sustainability mission is referred to as “The North Star.”
Nike’s culture is all about the entrepreneurial beginnings of the company.
The Shambhala program was a sustainability integration program involving 55 middle managers across numerous regions and divisions. Each captain led a green team such as this one that Justin Yuen ran for Europe Footwear.
Justin’s framework for a business integration strategy.
University of Michigan’s students helped build the business case for sustainability at Nike.
Justin led a global employee education campaign around corporate responsibility for then-President and now CEO Mark Parker.
Nike’s vision comprises the two major areas they impact.
Nike also relies on outside stakeholders to innovate, including FMYI.
FMYI’s sustainability mission is focused on being a change agent and empowering teams.
FMYI was formed almost 7 years ago with 1 person who found a need to help other people collaborate. From day 1, Justin felt it was important to build a company built on the triple bottom line principles and wrote sustainability into our articles of incorporate.
Sustainability has been in our DNA from the beginning and as we have grown to a team of 15 people in 6 years, our vision has been evolving and product growing organically in aliment with our organizational growth. Through the practices we have put in place through growth, we built a vision for the next 10 years that encompasses the believes and passions of all employees. Empowering others and creating this vision takes a team.
In order to succeed, we must do this as a team. A sustainable business can only exist if the employees work as a team. It is not about 1 superstar. Like the 2010 San Francisco Giants, it takes all members of the team to win.
Also, along with your internal team, we work closely with a variety of partners in engaging our employees, learning best practices and finding resources when we reach challenges.
In developing our vision and goals for 2020, we broke our business down into 3 areas of focus.
These areas of focus are the basis of our 2020 sustainability vision. Using the natural step framework, one is empowered to do their part in creating a more sustainable society. Our future at FMYI is lead with the belief and vision of Zero impact.
How do you vision 2020? We believe it is a new day (http://www.fmyi.com/ANewDay).
Nike and FMYI have created visions based on the Natural Step Framework. Using this framework, how would you vision a sustainable Net Impact conference in 2020? Would would your vision be for a sustainable city in 2020?
2020 here we come. To reach zero impact, this is a journey we take together. It is not a sprint nor a marathon; Nike and FMYI are partners on this journey to the North Star. Working closely with our partners, we are committed our vision.
FMYI is committed to empowering teams to make a difference. If you have any questions please contact Justin Yuen (justin@fmyi.com) or Graeme Byrd (graeme@fmyi.com).
Brief overview of the history behind corporate responsibility at Nike to show that the foundation was already laid to do execute the sustainability innovation integration work.
Two of the targeted divisions for the innovations internal consulting are listed above, in addition to the major initiatives launched.
This was a global employee communications campaign around corporate responsibility that I managed. We branded it “kyosei: living and working together in favor of the future” to give it a more international feel to mitigate the complaints that Nike seems to be very US-centric in its internal communications.

Got 2020 Vision? Two Companies’ March Towards Zero Impact — Presentation Transcript

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