Sie stoßen bei Nachhaltigkeitsentscheidungen auf Widerstand von Stakeholdern. Wie können Sie sie an Bord holen?

To onboard stakeholders who are resistant to a sustainability issue, start by clearly articulating the business case for sustainability, highlighting how it can drive long-term value, reduce risks, and enhance the company's reputation. Engage stakeholders through open and transparent communication, addressing their concerns and demonstrating empathy. Provide concrete examples and case studies of successful sustainability initiatives that have yielded positive outcomes. Having an open dialogue is the best thing one can do communication is the key to every issue.

When we wrote our book, Sustainable Advertising, a key consideration was envisaging what a net zero economy looks like in 2050. Work backwards from there. Do you want your business to be larger, more successful versus your competitive set over the next 5, 10, 20, 25 years? Because you can be sure your competitors do. Every business that gets to real sustainability first will win. Why? Your customers want it. Your staff want it. Your partners in your business eco-system require it. The regulatory environment you operate in will demand it. Simple choice really. Lose market share because you are unsustainable? Or grow market share because you are more sustainable than the rest?

Resistance from stakeholders to sustainability choices is normal, yet it must be overcome for long-term success. Begin by reinforcing the benefits of sustainable practices for both the environment and the firm's bottom line. Use data and case studies to illustrate how sustainability may result in cost savings, risk avoidance, and refined brand perception. Engage stakeholders in open discussions to better understand their problems and integrate their comments into your plans. Emphasise the rising consumer and regulatory need for sustainable practices. Finally, link sustainability to the company's basic principles and long-term objectives, indicating that it is more than simply an ethical option, but a strategic need.

Plan awareness session in short intervals with all stakeholders where they all literate about their long term advantages which are definitely beneficial for their next generation. Discuss the investment and their returns. Include sustainable works in our daily routine and mention the values of small works.

Highlighting the tangible benefits of sustainability is crucial in persuading stakeholders. Emphasize how sustainable practices can lead to cost reductions through energy savings and waste minimization. Additionally, stress the importance of meeting customer expectations and staying ahead of regulatory changes, which can open up new market opportunities and reduce the risk of fines or sanctions. By demonstrating the direct link between sustainability and business success, you can shift the conversation from one of obligation to opportunity.

Ao compreender as preocupações de cada stakeholder, você saberá quais suas dores e preocupações - a partir daí é possível elaborar e apresentar diferentes benefícios para cada parte interessada. Alguns benefícios serão mais fáceis de tangibilizar que outros, mas apresente o racional por trás de cada decisão e esteja aberto a feedbacks. Exemplos de benefícios e stakeholders podem ser: Redução da poluição (sociedade); Redução de custos com energia e água (Administrativo-financeiro); Branding e marca (Marketing); Retenção de talentos (RH).

Talk about sustainability in terms of saving money (cutting costs, using resources better), avoiding risks (staying on the right side of regulations, protecting your brand), and creating long-term growth opportunities. Show the impact: Use numbers and stats to prove the positive environmental and social results of your plans.

To get stakeholders on board with sustainability decisions, start by clearly communicating the long-term benefits of these initiatives. Highlight how sustainable practices can lead to cost savings, enhance brand reputation, and ensure compliance with regulations. Use data and case studies to demonstrate successful examples from other businesses, showing that sustainability is not just an ethical choice but a strategic advantage.

Involve stakeholders in the decision-making process, creating a sense of ownership and collaboration. Offer training and resources to build their understanding and capacity for sustainable practices. Emphasize the alignment of sustainability goals with the company’s overall mission and values, showcasing the potential for innovation and competitive advantage. By fostering a culture of inclusion and demonstrating the tangible benefits of sustainability, stakeholders are more likely to respond positively and support the initiative.

Look beyond just the leadership and find key people in your organization who are passionate about sustainability. These folks can become your internal champions, helping to push your ideas and tackle any concerns in their own groups. By building a strong team of supporters, you'll spread your message more effectively and gain the backing you need.

Launching small-scale pilot projects is an effective strategy to demonstrate the value of sustainability to hesitant stakeholders. For instance, consider starting with a pilot program that upgrades a section of your office to energy-efficient LED lighting. This relatively low-cost initiative can quickly show reductions in energy use and costs. The measurable success from this pilot can serve as tangible proof, easing concerns and building trust, ultimately paving the way for broader sustainability efforts while showcasing a commitment to careful risk management.

You don't have to launch your sustainability plans across the whole company all at once. Start small with pilot projects. This way, you can prove they work, get feedback from everyone involved, and tweak things as needed. Once you have some wins, use those successes to build support and get everyone on board for bigger projects.

A pilot project is definitely beneficial, where such project can show (1) the metholody of the project, (2) data of the project and (3) verifiable outcomes of the project. This would allow to determine whether a certain strategy works or needs to be adjusted.

Emphasizing the positive impacts on the environment can resonate with stakeholders concerned about sustainable practices. Some simple yet innovative examples can be: 1. Organize competitions that encourage stakeholders to develop and implement sustainable solutions. For example, a "Green Innovation Hackathon" can foster creativity and collaboration. 2. Develop a token-based system where stakeholders earn tokens for sustainable actions. These tokens can be exchanged for rewards or used to fund further sustainability projects. 3. Educate stakeholders about financial instruments like green bonds and loans that fund sustainability projects. Highlighting the financial returns and environmental benefits can attract investors and financiers.

Education should definitely include education and potential legal consequences as well. ESG and sustainability related regulation is rapidly introduced on a global level and has real impact on a companies decisions and actions. Failure to comply could have significant consequences, including being banned from operating or not being able to attract financing.

Tailor your sustainability message to each stakeholder's interests, using positive language to highlight benefits and innovation. Align efforts with company values and show how they lead to long-term financial stability. Recognize and reward contributions to foster a culture of sustainability. This approach will effectively communicate the value of your initiatives and build strong stakeholder support.

Creating a tailored communication strategy that resonates with your stakeholders' values and priorities is crucial in promoting sustainability within your business. Utilizing stories and case examples that highlight the positive impact of sustainability on similar businesses can effectively convey your message and inspire action. Clear, consistent, and transparent communication is key to reinforcing the idea that sustainability is not only an ethical choice but also a strategic imperative for your business. By fostering a culture that values and supports sustainable decision-making, you can drive positive change and establish your commitment to sustainability as a core part of your business strategy.

Para que el plan de comunicación sea efectivo debe tener sus cimientos en el próposito corporativo y la cultura que valida su identidad. Para ello, se debe revisar las dimensiones y la estructura de la organización dentro de la primera etapa: Diagnóstico. La segunda etapa debe crear las estrategias en respuesta a lo identificado. En la tercera etapa, debemos marcar los indicadores que permitirán reconocer la efectividad del plan. Para finalmente, validarlo durante la cuarta etapa.

In nearly two decades of experience across various sectors and geographies, I have often faced resistance from clients on sustainability decisions. Overcoming this requires patience and building trust as a sustainability advisor. Tailoring solutions to each client's specific business needs is crucial. Sharing success stories of competitors and peers is vital for raising awareness and understanding. Quantifying these success stories' benefits helps clients see the expected payback period for sustainability investments. Once clients begin their sustainability journey, they quickly recognize the benefits of integrating these practices with their business objectives, leading to scaling up their initiatives and investments.

Corporate sustainability cannot be the responsibility of only the Sustainability team. It’s a shared responsibility for all corporate departments, and this can only be enforced top-down: a) The CEO & and the board need to clearly communicate and demand ownership from all organizational levels & functions b) Corporations who are sustainability leaders in their industries, are already linking executive bonuses to sustainability goals c) Corporate budgets need to be invested in educating all functions in sustainability, what it means for their departments and how to ensure actions are implemented

Additionally, involve stakeholders in the decision-making process by seeking their input and addressing their concerns. Organize workshops or meetings where they can ask questions and provide feedback. By fostering an open dialogue and showing that their opinions are valued, you can build trust and gain their support for your sustainability initiatives.