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Selling sustainability-from-inside-full-report1


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Selling sustainability-from-inside-full-report1

  1. 1. MAKING THE PITCH:SELLING SUSTAINABILITY FROMINSIDE CORPORATE AMERICA2012 Report of Sustainability LeadersFull Report BY VOX Global Weinreb Group Sustainability Reporting Net Impact, Berkeley
  2. 2. Introduction McDonald’s, Novelis, AT&T, DuPont, EMC, Hilton Worldwide and Nixon Peabody LLP. or do not.The task of makingthe corporatesustainability trenditself sustainable isno easy one.2
  3. 3. Key Findings Perception of Success Factors Interpersonal skill—rather than Percentage of Respondents Indicating the most Highest Importance leader must have to be successful BEFORE AFTERof success sustainability leaders expected to be of on BEFORE AFTER concept content. To BEFORE AFTER Figure 1 Percentages may not add up to 100% as respondents were asked to select all responses that apply. 3
  4. 4. CASE STUDY The Importance of “ TRYING TO get people to think about sustainability, understand it, and then align our business strategy takes a lot skills. You can be very bright and smart on sustainability and the science, but if you can’t convince people why it makes good business sense, your initiative will go nowhere. You can exists, but you must be able to frame the initiative in the language the business leaders understand.” John Gardner,4
  5. 5. Sustainability leaders must learn tospeak the language of business—andavoid the jargon of sustainability. his In order to be who collaborate. successful, 5
  6. 6. CASE STUDY Insights Leading to Success “ IF YOU’RE talking to a business or operations person, and you talk about productivity improvement, their eyes brighten up. They get excited. [If] you talk to them about making that same facility more sustainable, they might not get it. But what they are realizing more and more is that the two are really the same thing.” Linda Fisher6
  7. 7. CASE STUDY Function Lies in “ I THINK of myself and my team as chameleons. Being able to think and communicate in the same fashion as a business unit we’re working with is, for me, the most important skill set needed to be successful.” 7
  8. 8. Percentage of Respondents socialFigure 2Percentages may not add up to 100% as respondents wereasked to select all responses that apply.8
  9. 9. CASE STUDY Passion, persistence and “ KNOWING THE right outside experts to bring in who will appeal to the business – communicating the initiative in ways that all three legs of our business [McDonald’s corporate, independent owner/operators and suppliers] will understand – and knowing which people inside the company to work with are keys to our success.” 9
  10. 10. CASE STUDY Leadership “ given day, I might be demonstrating to a partner the link between a strong internal sustainability program and a client’s core business, to implement a new sustainability procedure, or helping a secretary take advantage of energy savings opportunities.”10
  11. 11. Percentage of Respondents Successful corporate sustainability leaders Successful sustainability leaders business pressure— from customers and companies.Figure 3Percentages may not add up to 100% as respondents wereasked to select all responses that apply. 11
  12. 12. CASE STUDY corporate responsibility, sustainability and business “ end of the day, you try to make the value of corporate responsibility relevant to the stakeholder group you are talking to.”12
  13. 13. CASE STUDY “ part of my role is translating those social and environmental issues that intersect with our business in ways senior management can understand. Showing how they can either provide a competitive edge or respond to a customer demand is critical for success.” 13
  14. 14. Connector:Conclusion14
  15. 15. Methodology About Weinreb Group Sustainability RecruitingRespondents included sustainability professionals About Net Impact, BerkeleyAbout VOX Global 15
  16. 16. AcknowledgementsBeth ShiroishiVice President, Sustainability & PhilanthropyPresident of AT&T FoundationAT&TVice President, Corporate ResponsibilityHilton WorldwideVice President of SustainabilityMcDonald’sNixon Peabody LLPVice President of Corporate SustainabilityEMCLinda FisherDuPontJohn GardnerNovelis16