Becoming a green or sustainability change agent is really about understanding (strategically) how to navigate change and actively lead it. All blame and finger pointing has to be eliminated and sole focus needs to be put on leading the sustainability change.
What is essential is to “walk the walk and talk the talk.” I talk and write about this often because as the green movement continues to gain momentum, many on the sidelines want to join in so they come in as a “me too” player. “Yep, we are a green company too.” Adding little bits of green language and messaging to their website when no really initiatives are in place to drive change.
When companies decide to become sustainable/green, they take the bear the responsibility of showing their vendors, stakeholders, customers and employees how they took can become part of the solution and become more sustainable. They come up with solutions and teach others how to participate, by explaining the “whys” of the sustainability efforts. We all have to remember that sustainability does not come fast or quick to most companies. It is a process because gaining stakeholder buy in takes time. Many may not understand the need for doing it now or why it is so important. To make a change lasting, buy-in is critical. It’s why I often start with education and training with stakeholders and key management as a beginning phase of most sustainability programs I put in place for companies. Without it, any sustainability strategy will not really fly.
Now becoming a green change agent really takes companies from where they are on the sustainability scale to potentially off the scale or chart. They almost create a scale or chart of their own and potentially start a new scale or chart that is then used as the next standard. Most any company can start on the road to becoming a green change agent. I think there is room for many more to step up to the plate.
Colette Chandler
Helping You Understand and Profit from Consumer Health and Green Trends
