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- March 25, 2021
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If you want a full business return on your sustainability efforts, it’s important that your customers understand how your work with an environmental and/or social agenda can benefit them. You must, in other words, develop a sustainable value proposition that showcases which kind of added value your company can offer – whether it’s financially, environmentally, or socially.
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Another important aspect of Grundfos’ project are the partnerships which they have made with various stakeholders to ensure that their solution is financed and delivered.
They have both a loan-based and a donation-based financing model and have gone into partnerships with local microfinance institutions, major INGOs like the WFP and the Red Cross, governmental institutions, private foundations, and CSR programmes.
Now, Grundfos LIFELINK is expanding operations across Africa and Asia, providing the LIFELINK technology to water utilities and development organizations working to establish long term sustainable water supply in rural and urban low income communities.
You can read a full case study of the Lifelink project >
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Identify and map what kind of societal value your company is creating through its operations, and how it differentiates from competitors.
Use, for instance the Business Model Canvas, a value chain or life cycle assessment to understand, for instance:
- How is sustainability integrated in our key activities and choice of resources?
- How is sustainability thought into our revenue and cost structure?
- Do our company values make us particularly responsible? Consider how any of your distinctive sustainable practices can create added value for your customers.
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Regardless of whether your customers are private consumers (B2C), businesses (B2B) or from the public sector (B2G), it is crucial to understand how they define sustainability and what matters most to them:
- What are your consumer’s buying patterns? Do they show any characteristics or preferences towards sustainability?
- Are your corporate customersworking with sustainability in their own business? Is it reflected in their supplier contracts? Are they experiencing sustainability demands from their own customers?
- Is social responsibility and sustainability a documentation criterion in public tenders? Is there a demand for social or environmental certifications?
You can answer a lot of these questions by doing simple desktop research like reading consumer reports or browsing through customer websites. But you can also just ask your customers directly at sales meetings for instance.
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Sustainability-oriented customers are not only interested in product features. They also want to learn about how responsibility and sustainability are reflected in your production and processes.
That’s the reason why leading office furniture producer Kinnarps has developed The Better Effect Index – a digital tool that helps their customers make the right functional and sustainable interior design choice.
Similarly, the Cradle to Cradle certified acoustic panel company Troldtekt, not only highlights the sound and design features of its products, but also emphasizes healthy indoor climate and documented sustainability amongst its “6 good reasons for choosing Troldtekt” >
Consider how any of your distinctive sustainable practices can create added value
for your customers.– Tania Ellis
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When planning your (sales) communication, it’s important that you don’t treat all customers alike.
Amongst B2C consumers you’ll find segments of both passionate promoters, skeptics, and those who are indifferent.
The same applies for B2B and B2G customers, who will always display different levels of “sustainability maturity”:
To some, sustainability is a value-adding business parameter, while others perceive it as a risk management factor or a philanthropic way to give back to society.
Therefore, it is crucial that you differentiate
your sales and communications efforts accordingly, so it becomes crystal clear how your sustainability efforts for instance:
- Create a measurable (financial) gain for your customer
- Help your customer comply with norms and regulations
- Support your customer in doing good
- Or maybe the sustainability aspects should just be mentioned in passing, because price or product features are the sole interests of your customer.
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I mange virksomheder er arbejdet med samfundsansvar og bæredygtighed en rejse, der er startet i et hjørne af organisationen, og der er i dag måske en ansvarlighedschef eller afdeling til at tage sig af at få orden i eget CSR-hus.
I årene fremover vil bæredygtig ledelse imidlertid blive et nyt business mindset, der skal indarbejdes i alle forretningsdiscipliner, så det bliver en del af den måde hele virksomheden agerer på i det daglige.
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Så hvad kræver det at være forandringsleder i bæredygtighedens navn?
- Først og fremmest skal den bæredygtige forandringsled
- Dernæst handler de
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If you want to see examples of how the 7 principles for responsible business are applied in practice, please:
- Visit www.binterdependent.org >
- Read the article “Actionable Insights on Working and Learning Together in Times of Crisis” >
We hope that the examples and principles will inspire you to take positive action – and that you might want to join the B Corp movement.
1. Make sure to have the good and catchy stories from real life, telling what effect your CSR efforts have or may have.
2. Have facts and figures to back up the emotional story.
3. Do not only describe your CSR activity, but also describe the results. Which kind of commercial and social value are your CSR efforts already creating or expected to create?
It is that simple – and it is that difficult!
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- Bæredygtige CSR-strategier og forretningsmodeller.
- Medarbejderinvolvering; intern organisering; forandringsledelse.
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Technology alone cannot drive techvelopment efforts though. Connecting the unconnected also requires close cross-sector partnerships and local community engagement.
“Our approach is to build on multi-stakeholder collaboration involving a wide range of actors – governments, private companies, international and local NGOs,” explains BLUETOWN’s Partnership Manager, Marie Højgaard Berg.
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Tobias Trier Fuglsang was one of the key note speakers at the miniconference on “Sustainability & Tech” in The Social Business Club. At the miniconference, Tobias Trier Fuglsang shared insights into WWF’s disruptive techvelopment ventures and how WWF engages with a wide range of alliance partners.
Get key advice and insights into how WWF is linking sustainability and tech in this video interview:
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In its efforts to ensure transparency and traceability in supply chains, the world’s largest conservation organization, WWF (The World Wide Fund for Nature) has found a new weapon in its fight for protecting people and nature: technology.
With the use of blockchain technologies, for example, WWF has found a new way of providing both businesses and consumers with a tool that enables them to track and trace items throughout the supply chain from source to table.
See how WWF is applying blockchain technology to improve traceability and sustainability in the fishing industry: (Scroll down to get hands on advice from WWF’s Advisor Innovation and Market Transformation).
1. One of the biggest Danish pension funds, presenting ethical investment dilemmas between blacklisting unethical companies or engaging them through dialogue and active ownership (Pelle Pedersen, Responsible Investment Analyst, PKA)
2. The multinational IT company, showcasing how they turned a supply chain-related media crisis into a business opportunity (Louise Koch, EMEA Corporate Sustainability Lead, Dell)
3. The gaming and gambling company, exploring if corporate responsibility in the gaming and gambling industry is good or unethical business (Stine Hove Marsling, Director for Corporate Communications, Branding & CSR, Danske Spil)
THE SOCIAL BUSINESS CLUB
The Social Business Club is an open international network forum for professionals from around the world with an interest in innovative and sustainable business practices that create value for society and the bottom line – from CSR and social entrepreneurship to social innovation and shared value. The network is hosted by Tania Ellis, founder of The Social Business Company.
THE NEW PIONEERS
The New Pioneers are this century’s generation of new leaders, social entrepreneurs, and social innovators that are turning global challenges into new business opportunities and sustainable ways of creating value.
Our New Pioneers Cases are examples of companies who are creating new hybrids of doing business and solving society’s problems. They are showing old world companies and organizations how to tackle new world challenges for the benefit of both humanity and the bottom-line. Want to learn more about The New Pioneers?
Read excerpts or buy Tania Ellis’ internationally recognized book >
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