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Sustainability-Related Risks and Opportunities for Business Bob Willard www.sustainabilityadvantage.com Business Education For the Long Run April 23, 2004
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Terminology / Stages Emerging Business Risks Emerging Business Opportunities The catch 7 benefit areas What if’s Agenda
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Economy / Profits Sustainable business Profits Taxes, R&D Jobs Expenditures Training Fair trade Core values Terminology Environment / Planet Eco-Efficiency Manufacturing efficiencies Operations efficiencies Product efficiencies Smart design Cradle-to-cradle, take-back Beyond compliance Restorative to nature Equity / People Ethical business Internal employees Human rights Health & Safety Empowerment Respect, Caring Local community Rest of the world Sustainable Development (SD) Corporate Social Responsibility (CSR) Sustainability Triple Bottom Line (TBL) 3Es / 3Ps Corporate Responsibility (CR)
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5 Sustainability Stages 5. Purpose / Passion ------------------------------- 4. Integrated Strategy 3. Beyond Compliance 2. Compliance 1. Pre-Compliance
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5 Sustainability Drivers 3 First Wave Drivers 1.Founder / CEO’s personal passion … values based 2.PR crisis … reputation / brand value / image hit 3.Regulatory pressure... actual or threatened 2 Emerging Drivers 1.“Perfect Storm” of threats to license to operate 2.Compelling, relevant business case
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“Perfect Storm” of Business Risks 10 Market Forces 5 Business Risks 5 Mega-Issues5 Demanding Stakeholders Climate ChangeGreen Consumers Market Risks Balance Sheet Risks Operating Risks Capital Cost Risks Sustainability Risks + Difficult access to capital Pollution & Health Activist Shareholders Globalization Backlash Civil Society / NGOs Energy Crunch Government Regulators Erosion of TrustFinancial Sectors
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10 Market Forces 5 Mega-Issues5 Demanding Stakeholders Climate ChangeGreen Consumers Pollution & Health Activist Shareholders Globalization Backlash Civil Society / NGOs Energy Crunch Government Regulators Erosion of TrustFinancial Sectors Sea Change Of Rising Expectations
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A Perfect Storm … of Opportunities Innovation Productivity Growth Brand Image Competitive Advantage $aving$ Revenue Business Value 10 Market Forces 5 Mega-Issues5 Demanding Stakeholders Climate ChangeGreen Consumers Pollution & Health Activist Shareholders Globalization Backlash Civil Society / NGOs Energy CrunchGovernment Regulators Erosion of Trust Financial Sectors
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Potential profit increase: 38% + Energized employees + Improved corporate image + Competitive advantage + Positioned for the future Benefits to “SD Inc.”
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1. Show senior leadership Include SD in vision / mission / strategies Avoid “green-washing” hype Visibly support SD: speeches, questions, actions 2. Educate the whole company Visibly sponsor and support the sessions 3. Establish an “SD Profit Center” Led by a top person Reinforces that it is business strategy vs. a compliance or philanthropy issue The Catch
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1.Reduced recruiting costs 2.Reduced attrition costs 3.Increased employee productivity 4.Reduced expenses in manufacturing 5.Reduced expenses at commercial sites (energy, water, consumables) 6.Increased revenue / market share 7.Reduced risk, easier financing 7 Benefit Areas Usual focus
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1.Reduced recruiting costs -1% 2.Reduced attrition costs -2% 3.Increased employee productivity +10.5% 4.Reduced expenses in manufacturing -5% (-2.5%) 5.Reduced expenses at commercial sites -20% (energy, water, consumables) 6.Increased revenue / market share +5% 7.Reduced risk, easier financing -5% 7 Benefit Areas … % Improvement … yielding a Profit increase of +38%
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7 Benefit Areas … Relative Sizes
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1.Reduced recruiting costs -1% 2.Reduced attrition costs -2% 3.Increased employee productivity +10.5% 4.Reduced expenses in manufacturing -5% (-2.5%) 5.Reduced expenses at commercial sites -20% (energy, water, consumables) 6.Increased revenue / market share +5% 7.Reduced risk, easier financing -5% 7 Benefit Areas … % Improvement … yielding a Profit increase of +38%
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1.Reduced recruiting costs -1% 2.Reduced attrition costs -2% 3.Increased employee productivity +10.5% 4.Reduced expenses in manufacturing -5% (-2.5%) 5.Reduced expenses at commercial sites -20% (energy, water, consumables) 6.Increased revenue / market share +5% 7.Reduced risk, easier financing -5% What if … … yielding a Profit increase of +38% +2% +35%
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1.Reduced recruiting costs -1% 2.Reduced attrition costs -2% 3.Increased employee productivity +10.5% 4.Reduced expenses in manufacturing -5% (-2.5%) 5.Reduced expenses at commercial sites -20% (energy, water, consumables) 6.Increased revenue / market share +5% 7.Reduced risk, easier financing -5% What if … … yielding a Profit increase of +38% +4% +23%
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1.Reduced recruiting costs -1% 2.Reduced attrition costs -2% 3.Increased employee productivity +10.5% 4.Reduced expenses in manufacturing -5% (-2.5%) 5.Reduced expenses at commercial sites -20% (energy, water, consumables) 6.Increased revenue / market share +5% 7.Reduced risk, easier financing -5% What if … … yielding a Profit increase of +38% +2% +4% +20%
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Sustainability-Related Risks and Opportunities for Business Bob Willard www.sustainabilityadvantage.com Business Education For the Long Run April 23, 2004
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5 Inhibiters to Next Wave 1. Lack of support from senior leaders Too busy … doing enough … too shy … not our problem … too hard to change … credibility issue 2. Fear of backlash Green-washing accusations … open the floodgates … guilt-by-association … skeletons in our closet 3. Lack of pressure from important people Boards … investors … customers 4. Weak business case WIIFM … short-term … perverse subsidies … payback period 5. Mindset Negative baggage … insulting … MBA legitimacy
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5 Signs of Hope 1.Awakening financial markets 2.Sustainability reporting advances 3.B-school attention Beyond Grey Pinstripes … Net Impact 4.Shareholder activism 5.More compelling business case + sustainability indicators in GDP
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Mental Models Typical business viewSustainable view
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