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How to Accelerate HR’s Role in
Sustainability:
The Next Big Step!
November 18, 2015
SHRM of Central NJ
Jeana Wirtenberg, P...
Introductions
Transitioning to Green, LLC
Your connection between sustainability and success.
We assist every organization...
“Enough …for all …forever”
(c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
African Delegation to Earth Summi...
Systems
thinking
Core Sustainability Concepts
Intergenerational
responsibility
Socio-economic
justice
Enough … … for all …...
Human Resources and Sustainability/CSR
Perfect Together?
(c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
People Make Sustainability Happen!
(c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
Five Talent Elements to Align with
Sustainability and CSR
1. Attracting Talent
2. Recruiting Talent
3. Developing Talent
4...
Learning and Development:
Embed Sustainability Training in All Functions
• Fundamentals of
Sustainability
• Marketing,
Com...
What if?
Every
employee had
goals around
sustainability,
working in
concert with
the business’
goals to solve
some of our
...
Sustainability happens when…
Managers make
decisions and take
actions every day that
take sustainability
gain and harm int...
Sustainability Pyramid Framework
THE NEXT BIG STEP IN SUSTAINABILITY IS
CULTURE.
(c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
BUILDING A CULTURE
FOR SUSTAINABILITY:
PEOPLE, PLANET, AND
PROFITS IN A NEW GREEN
ECONOMY
Jeana Wirtenberg, Ph.D.
Presiden...
* Purpose of the book
– and at all stages…from those
just starting their journey to
sustainability to those who are
seekin...
*Megatrends 2013-2050
• Growth of the Middle Class
• A Resource Crunch
• Persistent inequality
• Major demographic changes...
*Building a Culture for Sustainability:
Nine In-depth Company Case Studies tell the story…
(c) Copyright 2015. Jeana Wirte...
*How do we get there?
• The good news is that
culture is fungible. It can
change, and business
leaders and managers can
he...
*How do we get there?
• Companies don’t need to resort to top-
down command and control, coercion,
or even peer pressure b...
WHAT DOES A CULTURE
FOR SUSTAINABILITY
LOOK LIKE?
(c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
Essential Elements of a
Culture for
Sustainability
• Sustainable Values
• Sustainable Mind-Set
• Leadership for sustainabi...
Essential Elements of a Culture for Sustainability
• Sustainable Values; sees organization in context of
community, societ...
COMPANY
EXAMPLES AND
BEST PRACTICES
(c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
A NOBLE VISION THAT EXCITES PEOPLE:
“We’re going to connect the unconnected world. We’re
going to make sure the 2 billion ...
Employees find meaning, passion, and inspiration
in the company’s vision—“to realize the potential
of a connected world.”
...
They incorporate sustainability thinking into every job
function they perform, whether in procurement, facilities,
product...
• “Engage”: Maximizing
Communication
through Social Media
• Collaborating across
Stakeholders and
Industries
(c) Copyright...
Systems approach is the “Verbund”
concept, which permeates every function,
facet, and operation of the organization.
Verbu...
Take the passion for problem solving, bring it
to sustainability and make that the focus of
the business.
8 ELEMENTS:
• Ch...
BASF’s global people strategy is a comprehensive
approach to creating and maintaining a culture of
sustainability
• The gl...
Corporate Communications Programs for
Engaging People
• “We Create
Chemistry World
Tour”
• Simply Dare!
(c) Copyright 2015...
Case Example:
BASF Market Customer Focus Teams
• Action learning mode: “Anchor in the work that people
do and give them sp...
• It’s all about Mind-set
• Respecting and Learning
from Failure
• Reporting the Bad with the
Good
(c) Copyright 2015. Jea...
• Integrating sustainability
into the way it does
business
• Manifesting it in how
everyone approaches the
work they do ev...
• Capturing Employees’ Hearts and
Minds Through Employee-
Centered Initiatives
– Green Teams and Certification
– Sustainab...
• Creating and Sustaining
Customer Value
– Segmenting the Marketplace
– Creating a Green Portfolio
through Open Innovation...
(c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
Sanofi’s 4 CSR Pillars“The key to a culture for
sustainability is full participation, to
make everyone feel they are part
...
“Because of Wyndham’s
massive reach and ability to
influence change, we know
it's important to inform and
educate our gues...
HOW TO GET THERE
(c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
• Creating a grand vision
• Making the business
case: Sustainability is a
business imperative
• Starting at the top
• Embe...
• Setting priorities and
making commitments
• Communicating with
authenticity and
transparency
• Recognizing
accomplishmen...
BASF’s culture for sustainability is relationship
and people-driven
• Take the passion for problem solving, bring it to
su...
• Take a Strengths-Based Approach
• Build Partnerships
• Recognize the link between Sustainability
and Premier Performance...
• Create a Rallying Point and a Focus area for
Alignment
• Translate Sustainability into Customer Value
• Set a Small Numb...
Evolving CSR/Sustainability
● Passion to help people
● Environmentalism
social consciousness
innovation
● Fostering a cult...
• Tie Sustainability to
Innovation
• Integrate
Sustainability Fully
into Company
Strategy
(c) Copyright 2015. Jeana Wirten...
Employee Giving Fund
and Volunteerism
• Volunteer
opportunities
• Partnerships with
NGOs
(c) Copyright 2015. Jeana Wirtenb...
KEY TAKEAWAYS
(c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
Three Big Tipping Points
Co-Creation
Bottom-Up
Long View
© 2015 Jeana Wirtenberg
Challenges
• Stuck in the Middle
• Competing Priorities: Too Much on
My Plate
• Dealing with Short-Termism
• Demonstrating...
Key Challenges
• Managing size and complexity
• Creating a global and culturally diverse
people strategy
• Differentiating...
Lessons
Learned
• Create a shared focus on
solving a global problem—
such as the dilemma of the
digital divide.
• Make use...
Lessons Learned
• Culture change is a team sport
• Linking sustainability to business success brings
along even the hard c...
Conclusion: People, Planet, and
Profits in a New Green Economy
(c) Copyright 2015. Jeana Wirtenberg & Transitioning to Gre...
Critical Issues and
Challenges that Must
be Addressed
(c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
Company Conundrums in Addressing
Sustainability-Related Challenges
• People-Related Challenges
– Changing Mind-Sets and Be...
Company Conundrums in Addressing
Sustainability-Related Challenges
• Planet
– Consumer Perceptions that Green Costs More, ...
Company Conundrums in Addressing
Sustainability-Related Challenges
• Profits
– Measuring ROI of Sustainability Initiatives...
Promote Well-Being
by Cultivating
Sustainability-
Inspired Habits and
Practices• Silent Reflection
• Mindfulness
• Listeni...
(c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
Thank You!
Jeana Wirtenberg Ph.D.
jwirtenberg@transitioningtogreen.com
Phone: 973-335-6299
@Trans2Green
@jeanawirtenberg
T...
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Shrm Central NJ Nov18 2015

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Shrm Central NJ Nov18 2015

  1. 1. How to Accelerate HR’s Role in Sustainability: The Next Big Step! November 18, 2015 SHRM of Central NJ Jeana Wirtenberg, Ph.D. Transitioning to Green, LLC How to Accelerate HR’s Role in Sustainability: The Next Big Step! (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  2. 2. Introductions Transitioning to Green, LLC Your connection between sustainability and success. We assist every organization we partner with to… • Align corporate strategy and operations with financial resources, risks and profitability. – Adapting your Purpose for Prosperity. • Responsibly manage supply chains, material resources, facilities and products. – Respecting natural systems. • Engage employee passions for creativity, innovation and inspired performance. – Nurturing your people to thrive. (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  3. 3. “Enough …for all …forever” (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green African Delegation to Earth Summit II Rio +10, 2002 Envisioning a Sustainable World, 2050
  4. 4. Systems thinking Core Sustainability Concepts Intergenerational responsibility Socio-economic justice Enough … … for all … … forever. (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  5. 5. Human Resources and Sustainability/CSR Perfect Together? (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  6. 6. People Make Sustainability Happen! (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  7. 7. Five Talent Elements to Align with Sustainability and CSR 1. Attracting Talent 2. Recruiting Talent 3. Developing Talent 4. Engaging Talent 5. Retaining Talent “It’s the talent that makes it all happen!” (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  8. 8. Learning and Development: Embed Sustainability Training in All Functions • Fundamentals of Sustainability • Marketing, Communications, & Social Networking • Human Resources • Strategy and Metrics • Operations/Facilities • Finance • Supply Chain • Greening Information Technology (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  9. 9. What if? Every employee had goals around sustainability, working in concert with the business’ goals to solve some of our most intractable problems? And every employee could articulate what that means to them personally? (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  10. 10. Sustainability happens when… Managers make decisions and take actions every day that take sustainability gain and harm into account. (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  11. 11. Sustainability Pyramid Framework
  12. 12. THE NEXT BIG STEP IN SUSTAINABILITY IS CULTURE. (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  13. 13. BUILDING A CULTURE FOR SUSTAINABILITY: PEOPLE, PLANET, AND PROFITS IN A NEW GREEN ECONOMY Jeana Wirtenberg, Ph.D. President, Transitioning to Green and Co-Founder/Senior Advisor, Institute for Sustainable Enterprise, Fairleigh Dickinson University (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  14. 14. * Purpose of the book – and at all stages…from those just starting their journey to sustainability to those who are seeking to accelerate and deepen their positive impacts on people, reduce their environmental footprint, and enhance their financial bottom line in the short, medium, and long-term. (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  15. 15. *Megatrends 2013-2050 • Growth of the Middle Class • A Resource Crunch • Persistent inequality • Major demographic changes • Urbanization • Growing human health vulnerability • Growing connectivity (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green Source: Richard Wells, “To Build Long Term Sustainability, Envision the Future First,” GreenBiz, 2013.
  16. 16. *Building a Culture for Sustainability: Nine In-depth Company Case Studies tell the story… (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  17. 17. *How do we get there? • The good news is that culture is fungible. It can change, and business leaders and managers can help shift the balance to sustainable mindsets and behaviors by influencing their own and others belief systems and behaviors. (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  18. 18. *How do we get there? • Companies don’t need to resort to top- down command and control, coercion, or even peer pressure because… • People already care about these issues. • Companies need to offer the enabling environment, encouragement and reinforcement for people to contribute what already resides within them! (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  19. 19. WHAT DOES A CULTURE FOR SUSTAINABILITY LOOK LIKE? (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  20. 20. Essential Elements of a Culture for Sustainability • Sustainable Values • Sustainable Mind-Set • Leadership for sustainability • Visionary • Employee engagement • Multi-disciplinary • Diversity, inclusion, social justice • Wisdom (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  21. 21. Essential Elements of a Culture for Sustainability • Sustainable Values; sees organization in context of community, society, and earth • Sustainable Mind-Set; systems thinking • Leadership for sustainability; leads with purpose and authenticity • Visionary: Envisions the future we want to create • Employee engagement; builds agility and resiliency; engages imagination; fun • Multi-disciplinary; Embeds sustainability throughout learning and development • Diversity, inclusion, social justice; deep caring for all people • Wisdom: emotional, social, and ecological intelligence (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  22. 22. COMPANY EXAMPLES AND BEST PRACTICES (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  23. 23. A NOBLE VISION THAT EXCITES PEOPLE: “We’re going to connect the unconnected world. We’re going to make sure the 2 billion people with no access to communication services for health care, for life, for education, for learning have all that in the next 20 years.” (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  24. 24. Employees find meaning, passion, and inspiration in the company’s vision—“to realize the potential of a connected world.” (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  25. 25. They incorporate sustainability thinking into every job function they perform, whether in procurement, facilities, product development, network design, marketing, finance, or Human Resources. (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  26. 26. • “Engage”: Maximizing Communication through Social Media • Collaborating across Stakeholders and Industries (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  27. 27. Systems approach is the “Verbund” concept, which permeates every function, facet, and operation of the organization. Verbund is an interconnected system of relationships generating greater value than the sum of its parts (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  28. 28. Take the passion for problem solving, bring it to sustainability and make that the focus of the business. 8 ELEMENTS: • Changing Mind-Sets • Getting Close to Customers • Finding Solutions to Intractable Problems • Letting Science Decide • Making the Shift from Functional to Solutions- Driven Strategy • Integrating Sustainability into Everyone’s Goals • Creating Sustainability Champions • Igniting Contagious Passion (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  29. 29. BASF’s global people strategy is a comprehensive approach to creating and maintaining a culture of sustainability • The global people strategy was developed through future forecasting and mapping the gap • The strategy is organized around 3 categories: 1. Excellent people 2. Excellent place to work 3. Excellent leaders (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  30. 30. Corporate Communications Programs for Engaging People • “We Create Chemistry World Tour” • Simply Dare! (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  31. 31. Case Example: BASF Market Customer Focus Teams • Action learning mode: “Anchor in the work that people do and give them space to practice new behaviors.” • Seattle Mariners, member of Green Sports Alliance, pledged to divert 85% of waste from landfills. • BASF team leveraged its material technology to create 100% compostable snack bags, made from BASF’s Ecoflex. • Created successful new product line using biopolymer technology, now marketed to Universities and sports teams worldwide. (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  32. 32. • It’s all about Mind-set • Respecting and Learning from Failure • Reporting the Bad with the Good (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  33. 33. • Integrating sustainability into the way it does business • Manifesting it in how everyone approaches the work they do every day • Instilling a sustainability mind-set internally • Helping customers become more sustainable (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  34. 34. • Capturing Employees’ Hearts and Minds Through Employee- Centered Initiatives – Green Teams and Certification – Sustainability Champions Drive Change – One STEP Forward – Personalizing Sustainability – Values: From Home to Workplace – Life-Cycle Thinking (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  35. 35. • Creating and Sustaining Customer Value – Segmenting the Marketplace – Creating a Green Portfolio through Open Innovation – Outcome-Driven Innovation – Applying ODI to Sustainability Challenges at Ingersoll Rand – Ingersoll Rand’s Green Portfolio (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  36. 36. (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  37. 37. Sanofi’s 4 CSR Pillars“The key to a culture for sustainability is full participation, to make everyone feel they are part of something greater and bigger.” ‒John Spinnato, VP of CSR, N. America (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  38. 38. “Because of Wyndham’s massive reach and ability to influence change, we know it's important to inform and educate our guests, investors, employees and business partners about being green.” -- Wyndham’s website (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  39. 39. HOW TO GET THERE (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  40. 40. • Creating a grand vision • Making the business case: Sustainability is a business imperative • Starting at the top • Embedding sustainability in the organization’s DNA (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  41. 41. • Setting priorities and making commitments • Communicating with authenticity and transparency • Recognizing accomplishments and disclosing areas for improvement (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  42. 42. BASF’s culture for sustainability is relationship and people-driven • Take the passion for problem solving, bring it to sustainability and make that the focus of the business. 8 ELEMENTS: • Changing Mind-Sets • Getting Close to Customers • Finding solutions to Intractable Problems • Letting Science Decide • Making the Shift from Functional to Solutions-Driven Strategy • Integrating Sustainability into Everyone’s Goals • Creating Sustainability Champions • Igniting Contagious Passion (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  43. 43. • Take a Strengths-Based Approach • Build Partnerships • Recognize the link between Sustainability and Premier Performance • Tie Sustainability to the Company’s Brand, Promise, Vision, and Purpose (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  44. 44. • Create a Rallying Point and a Focus area for Alignment • Translate Sustainability into Customer Value • Set a Small Number of Strategic Priorities (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  45. 45. Evolving CSR/Sustainability ● Passion to help people ● Environmentalism social consciousness innovation ● Fostering a culture of innovation ● Connect with employees in every function (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  46. 46. • Tie Sustainability to Innovation • Integrate Sustainability Fully into Company Strategy (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  47. 47. Employee Giving Fund and Volunteerism • Volunteer opportunities • Partnerships with NGOs (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  48. 48. KEY TAKEAWAYS (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  49. 49. Three Big Tipping Points Co-Creation Bottom-Up Long View © 2015 Jeana Wirtenberg
  50. 50. Challenges • Stuck in the Middle • Competing Priorities: Too Much on My Plate • Dealing with Short-Termism • Demonstrating the Return on Investment • Human Resources: Stepping Up as Advocate and Enabler of Change (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  51. 51. Key Challenges • Managing size and complexity • Creating a global and culturally diverse people strategy • Differentiating your company in the marketplace • Filling the pipeline from STEM disciplines • Getting buy-in for total cost of ownership and life-cycle costing • Spanning boundaries across industries and value chain (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  52. 52. Lessons Learned • Create a shared focus on solving a global problem— such as the dilemma of the digital divide. • Make use of frameworks and tools that have already been proven and that work (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  53. 53. Lessons Learned • Culture change is a team sport • Linking sustainability to business success brings along even the hard core skeptics. • Systems approach (e.g., Verbund) supports embedded sustainability (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  54. 54. Conclusion: People, Planet, and Profits in a New Green Economy (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  55. 55. Critical Issues and Challenges that Must be Addressed (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  56. 56. Company Conundrums in Addressing Sustainability-Related Challenges • People-Related Challenges – Changing Mind-Sets and Behavior – Filling the Pipeline from STEM Disciplines – Overwhelming Workloads and Competing Priorities – HR Needs to Step Up to the Plate (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  57. 57. Company Conundrums in Addressing Sustainability-Related Challenges • Planet – Consumer Perceptions that Green Costs More, and Finding a Workable Trade-Off – Being Sustainable versus Touting It – Tree Hugging, Cutting Edge, or Bleeding Edge? (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  58. 58. Company Conundrums in Addressing Sustainability-Related Challenges • Profits – Measuring ROI of Sustainability Initiatives – Dealing with Short-Termism – Working with Different Measurement Systems and Methods around the Globe (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  59. 59. Promote Well-Being by Cultivating Sustainability- Inspired Habits and Practices• Silent Reflection • Mindfulness • Listening generously • Both-And • Being, Satisfaction • Caring, Compassion, and Service • Gratitude • Collaboration • Balance (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  60. 60. (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green
  61. 61. Thank You! Jeana Wirtenberg Ph.D. jwirtenberg@transitioningtogreen.com Phone: 973-335-6299 @Trans2Green @jeanawirtenberg Transitioning to Green www.transitioningtogreen.com Transitioning to Green Foundation www.TTGFoundation.org Institute for Sustainable Enterprise FDU www.fdu.edu/ise (c) Copyright 2015. Jeana Wirtenberg & Transitioning to Green

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