Photo Credit: iStockphoto.Most organizations navigate through Seven Stages of Sustainability over an extended period (planned or unplanned) in an effort to achieve optimal performance. The initial stages form the Awareness Phase, whereas the latter stages combine to represent the important implementation or Action Phase, that deliver business outcomes such as reduced operational costs, improved environmental performance, and support for & from employees & customers.
A. The Awareness Phase is characterized by Opinions & News, Skepticism, and Greenwashing. The duration of each stage within the Awareness Phase is dependent upon access to education, affordability, and acceptance of finding better ways to improve a business's opportunities.
Stage-1: Exposure to Opinions and News.
Opinions and News are powerful influences of people. The Evening News, Newspaper, and Social Media generally provide most people with their sources of information which can be biased or limited to the journalist's local knowledge and persuasion.
Typical duration: Years.
Stage-2: Skepticism.
Skeptics are people who tend to require more information or may object to a specific response. Skepticism is an essential part of scientific method commonly referred to as scrutiny. Skeptics, however, must be willing to accept facts once there is overwhelming evidence beyond reasonable doubt. Without collaboration from two sides, scaled outcomes are rarely achieved, which is why I believe skeptics shall eventually be persuaded to adopt outcomes driven by economics, as the actions of climate change adaptation and business performance are mostly identical.
Typical duration: Years.
Stage-3: Greenwashing.
Greenwashing is undoubtedly the most controversial stage that all businesses transition through. Mature businesses having established efficiencies, environmental management systems, certified green products, and who may monitor sustainable performance metrics shall find it difficult to accept that others are still deciphering what sustainability means and how to develop their own sustainable response. However, once business leaders realize that uneducated claims do not translate into success, businesses are likely to either refrain from making unfounded claims, or initiate a sustainable transformation so that future claims can be supported by third party certified facts.
Typical duration: Years.
Third party certifications such as ISO certifications & Environmental Product Declarations based upon product specific life-cycle assessment is the only way to differentiate product claims to consumers. We must remember that consumers are not engineers nor scientists, so complex environmental labeling needs to be communicated to 'Mums & Dads' in simple terms.
B. The Action Phase is characterized by Education, Efficiency, Sustainability, & Restorative Sustainability. These are the transformational stages that provide a business with the skills and ability to become resilient and respect resources, people, and biodiversity.
Stage-4: Education.
Identifying internal and external business skills to drive transformational change within a business is the most important aspect that business leadership undertakes. Very few businesses shall possess the necessary skill set required to manage a sustainable transformation. The Rocky Mountain Institute's National Solutions Council is a great way to connect to the experts and other companies that have initiated sustainability initiatives. Formal education, collaboration with external organizations and consultants comprise the many options available, however, having access to one central group to refer ideas with can provide a fantastic reference point, and for me this organization is the Rocky Mountain Institute.
Typical duration: 12 Months & Ongoing.
Stage-5: Efficiency.
Efficiency refers to energy and resources. Businesses and organizations that are considered to be efficient possess systems, designs, materials, employees that are not wasteful, nor over-engineered. Eliminating wasteful consumption is the first active step of sustainability, requiring little more than behavioral changes to be initiated.
Typical duration: 2-5 years.
Stage-6: Sustainability.
A Sustainable business has reached the position where all business units and departments have a detailed understanding of all consumption metrics which are fully offset by an internal capacity to regenerate resources at the same level that are consumed by the business operation. Regenerative resources may include, but not limited to rainwater harvesting, renewable energy creation, and inventive supply chains such as closed-loop recycling.
Typical duration: 5-20 Years, (depending upon the size of the business).
Stage-7: Restorative Sustainability.
A Restorative business is an aspirational position to pursue, noting that only a few businesses shall achieve such a benchmark in the current economic climate.
As compared to a Sustainable Business described above, a Restorative Business regenerates more renewable resources than they consume during their business activities. A Restorative Business would be expected to rely heavily on upfront design, biomimicry, green chemistry & sustainable engineering principles to achieve functionality.
Typical duration: Timeless Commitment.
