When sustainability means more than ‘green’: An interview with Adam Werback

A very interesting article and video published by the Mc Kinsey Quarterly last week: When sustainability means more than ‘green’ (view the video here).  The video is adapted from Adam Werback’s new book, Strategy for Sustainability: A Business Manifesto, where he is advocating businesses to turn to sustainability in order to gain long-term profitability and transparency.

:: The (positive) evolution of sustainability in today’s turbulent times

I liked this short video as Werback really shows how the current crisis and financial turmoil has not been a bad thing for sustainability. Actually, it helped sorting out sustainability. Budget cuts and also the huge decline of trust in business and the need for renewed leadership have led businesses to rethink their sustainability agenda, for the better. ‘Looking good’ initiatives and pet projects have been dropped to rather focus on strategic sustainability efforts that are delivering sustained business value to the company, and the society as a whole.

Sustainability is indeed not a compliance or moral issue that sets limits, it is a business one that creates possibilities and opportunities.

:: Sustainability means more than green. First, understand your stakeholders’ expectations

Werback says sustainability is more than green as it also encompasses social, economical and cultural factors and variables. Actually, just because your product is green does not make it popular or the best seller ever. Companies need to understand their stakeholders’ expectations, and captures what green or sustainability mean to them. Quite often sustainability is more about what it means to them and their families (i.e. linking environmental-friendly to healthy) rather than what it means to the global community (i.e., saving the world).

It’s also important to educate (and engage) your publics so they can understand and value what your company or brand is doing, whether they are your employees or customers.

For those who do not know Adam Werback, he used to be the youngest president ever of Sierra Club and also Greenpeace International Board member before forming his own company, Act Now Productions, to consult to nonprofits and work with corporations on sustainability. In January 2008, Act Now Productions joined the global advertising firm Saatchi & Saatchi to become Saatchi & Saatchi S, which consults with large corporations to “create sustainable visions. You can read more about him and his carrer path (which raised some controversies), check it here, or follow him here on twitter.