Two thirds of German managers believe that sustainability makes economic sense, according to a Capgemini study. At the same time, according to a study by Ipsos and Bertelsmann Stiftung, only slightly less than half of employees (49%) feel that sustainability is important in their companies.
This suggests two things: firstly, that the high importance of sustainability at management level has not yet been reflected in corresponding sustainability activities, and secondly, that a large number of employees are not sufficiently informed and involved in sustainability activities.
Both would be very detrimental to the achievement of a company’s sustainability goals. It is of little use if the company’s managers have sustainability goals and a sustainability strategy, and the employees know little about them and are hardly actively involved. Ultimately, it requires the active participation of all employees to live corporate sustainability both internally and externally.
The study results suggest that many companies have an urgent need to take action when it comes to involving employees. Accordingly, the question arises as to what companies can do to involve their employees more in regard to the topic of sustainability.
Approaches for increasing employee involvement
There are many approaches for increasing employee involvement in sustainability. Which ones are most effective differs from company to company. This depends, among other things, on the level of sustainability and the existing corporate culture. Companies that combine and implement all of the following five approaches sensibly can usually significantly increase employee engagement and thus achieve more ambitious sustainability goals.
1. Develop sustainability awareness
The first step towards involving employees is to create awareness of the importance of sustainability. This can be done through training, workshops and information events. To this purpose, experts can be invited to talk about current environmental problems and the company’s role in tackling them.
2. Integrate sustainability into the corporate culture
Sustainability should be an integral part of the corporate culture. This means that sustainable behavior is not only encouraged but also rewarded. One way to achieve this is to introduce sustainability ambassadors within the company who serve as role models and inspire other employees.
3. Involve employees in planning and implementation
Employees should be involved in the planning and implementation of sustainability initiatives. This can be done by setting up interdisciplinary working groups or by incorporating employee ideas into decision-making processes. Surveys and brainstorming sessions can be used to collect valuable suggestions from the workforce.
4. Transparent communication
Open and transparent communication about the company’s sustainability goals and the progress made in implementing them is crucial. Regular updates and reports keep employees informed and engaged. An internal sustainability dashboard can help to make the achieved progress visible.
5. Create positive incentives
Incentive systems can make an important contribution to promoting employee engagement. This could, for example, be bonuses for particularly sustainable behavior or competitions to reduce the ecological footprint. In addition to material incentives, recognition and appreciation from management are important motivating factors for employee engagement.
Multiple benefits from actively involving employees
The effort required to consistently involve employees in sustainability activities is offset by multiple benefits:
- Increased motivation and satisfaction: Employees who participate in sustainability initiatives often feel more connected to their company. This can increase job satisfaction and motivation, because they feel they are making a positive contribution.
- Improving the company’s brand image: A company that takes sustainability seriously and actively involves its employees often enjoys a better public image. This can lead to stronger customer loyalty and a positive brand image.
- Promoting innovation: Employee involvement can lead to new and innovative ideas. Employees bring different perspectives and knowledge that can lead to creative solutions to sustainability problems.
- Cost reduction: Sustainability initiatives can lead to cost savings, whether through reducing energy and resource consumption or minimizing waste. Committed employees are often willing to find new and more efficient ways to conserve resources.
- Competitive advantage: Companies that involve their employees in sustainability initiatives can set themselves apart from the competition. A strong sustainability profile can be a decisive factor in attracting and retaining talent and in addressing environmentally conscious customers.
Conclusion
The systematic involvement of employees in corporate sustainability activities is not only an important contribution to a future worth living within planetary boundaries, but also brings numerous economic benefits for the company. Through targeted measures such as training, transparency and incentives, companies can encourage the commitment of their employees and thus ensure a more sustainable and successful corporate development in the long term.
Sustainability thus becomes a common task that connects and motivates everyone involved. In addition to gaining satisfaction and productivity within the company, this contributes to greater credibility externally in terms of sustainability. It promotes the trust of investors, suppliers and customers and thus increases the company’s long-term market success.
If you would like to find out more about how you can advance sustainability within your company, please feel free to arrange a free consultation with me.