Building a Sustainability Culture: Empowering People to Create the Change

October 23, 2024

Building a culture with sustainability as its beating heart can feel like an overwhelming task. In this article we look at 10 simple and practical things you can do to create a corporate sustainability culture that motivates and engages employees and customers alike.

One step at a time

Before we dive into what you can do, it is important to recognise that building a sustainability culture is a journey where it’s eventually embedded as business as usual and it’s not realistic to do everything at once. Having a three-to-five-year plan is an ideal way to start that journey that focuses on quality over quantity when implementing any sustainability initiatives. It’s better to do one thing well than 20 things substandard.

It is also crucial to measure the progress of your initiatives, measuring the impact of results from an established baseline so impacts can be understood. A practical way to measure the growth of your sustainability culture is to do regular employee surveys that assess awareness, engagement, and commitment to sustainability practises.

You can then track changes in survey responses over time to measure cultural growth and identify areas for improvement. You can also monitor participation rates in sustainability programmes, attendance at related events, and the integration of sustainable practises in daily operations as indicators of cultural strength.

Tip: Survey questions could include employees understanding of sustainability goals, participation in green initiatives, and perceptions of how sustainability is prioritised within the organisation.

With that foundational understanding about sustainability culture, let’s explore some initiatives you can implement today.

What are you already doing?
Many organisations underestimate where they already are in their Sustainability journey. Most already have a variety of sustainability initiatives running – they just haven’t identified them as such. The reason? Many of these actions are just part of their broader operational strategies or cultural practises. These might include employee wellness programmes such as remote working policies or health and wellness initiatives. Or corporate social responsibility (CSR) activities that could include volunteering in local communities or making charitable donations. Even energy efficiency measures like switching to LED lighting or optimising HVAC systems would qualify.

There are many more examples, but the point is many existing programmes and initiatives are already contributing to sustainability. Identify what is being done so it can be recognised, celebrated and used as some of the cornerstones of your sustainability culture and programme.

Actionable step: Organise a sustainability audit. By conducting this kind of audit, you can not only recognise what you’re already doing but also build momentum for future sustainability efforts.
Top-down support
A sustainability culture comes from the top down, so needs the visible and vocal endorsement of initiatives, strategies, and values by top executives of a company, such as the CEO or other senior leaders. This support is often demonstrated through public statements, participation in events, or involvement in key activities, showing the importance of the initiative to the entire organisation and its stakeholders.

Actionable step: Have the CEO or other C-Suite member publicly endorse their company’s sustainability goals, or an organisation-wide sustainability challenge, such as a week of reducing energy usage or a company-wide recycling initiative.
Put sustainability at the core of your brand values
Brand values are essential for building a sustainability culture because they serve as the foundation for your organisation's identity and guide its purpose, actions, decisions and priorities. When sustainability is embedded in your brand values, it becomes a core part of the business ethos, influencing everything from operations to employee behaviour and customer interactions.

Actionable step: Update your mission statement to explicitly include sustainability as a core value. For example, if your current mission focuses on quality and innovation, you could revise it to say, “We are committed to delivering high-quality and innovative products while ensuring sustainable practises that protect our planet and future generations.” Then communicate the revised statement.
Conduct regular employee sustainability trainings
Conducting regular employee trainings helps by increasing awareness and understanding so employees understand why sustainability efforts are important and how they contribute to the company's overall mission or values. Consistent training programmes give employees with the skills they need to implement sustainable practises in their daily work, and encourages engagement and ownership of initiatives. Engaged employees are more likely to contribute innovative ideas, adopt sustainable behaviours, and support the company's goals.

Actionable step: Collaborate with internal training or employee onboarding teams to highlight sustainability efforts and accomplishments in company communications and regular trainings (i.e. quarterly). Include attendance at quarterly or yearly trainings in employees’ appraisals to encourage ownership and responsibility for sustainability practises.
Communicate your efforts
Effective communication about ESG (Environmental, Social, and Governance) developments is essential for maintaining employee engagement. By regularly updating employees on ESG goals, progress and challenges, companies raise awareness and understanding of initiatives, helping employees grasp their significance and their own roles in achieving them. Transparent communication builds trust and shows a genuine commitment to sustainability. When employees are informed about the impact of their contributions, they’re more motivated and engaged, which boosts morale and reinforces the importance of their efforts.

Actionable step: Don’t reinvent the wheel. Having lots of different internal communications can feel overwhelming to employees with an already busy day to day workload. Instead, integrate sustainability updates into existing newsletters or intranet updates.
Create a green team
Creating a green team, often made up of passionate employees with a strong interest in sustainability, brings specialised knowledge and leadership to the table. This group can drive the sustainability agenda, offering expertise in areas such as waste reduction, energy efficiency, and sustainable procurement. By concentrating these efforts, the green team can develop and implement effective strategies that align with the organisation’s sustainability goals.

Actionable step: Start with a pilot initiative. Choose a manageable project such as reducing paper or promoting public transportation. This allows you to test the concept of a green team on a smaller scale and see employee interest and effectiveness before fully committing.
Establish a CSR committee
Establishing a Corporate Social Responsibility (CSR) committee is a great way to embed a sustainability culture. The committee can provide focused leadership and ensure that community engagement efforts are well-planned and executed. By including people from different departments, it promotes collaboration and integrates sustainability and CSR across all operations. The committee aligns initiatives with the company’s strategic goals, engages employees and stakeholders, and manages resources effectively.

Actionable step: Start by selecting a few enthusiastic employees from different departments who are interested in sustainability. Hold an initial meeting to discuss the committee’s goals, responsibilities, and structure. Set up a shared digital workspace for collaboration and tracking progress. Identify if budget allocation is possible to support efforts.
Host regular sustainability gatherings
Hosting regular gatherings is an informal way of building a sustainability culture because they provide continuous opportunities for engagement, education, and communication between employees. The gatherings could be anything from tours of recycling facilities to book clubs – the purpose is to inspire employees. By adopting a community-focused approach, these events reinforce a collective commitment to the company's environmental and social goals.

Actionable step: Organise a staff Green Picnic. Employees bring homemade dishes made from locally sourced, organic ingredients, and everyone gathers in a nearby park or green space to enjoy the meal together. The event would not only promote sustainable eating habits but also team bonding and a shared commitment to the company’s sustainability goals.
Align your marketing activities
Aligning your marketing activity with your sustainability culture is about walking your talk - it ensures consistency between what your company promotes and what it practises. When your marketing accurately reflects your sustainability values, it builds trust with your audience, showing your commitment to sustainability is genuine and not just a marketing ploy. It reinforces your internal culture, as employees see the company’s values consistently represented in external communications, which strengthens their commitment to sustainability.

Actionable Step: Talk about sustainability initiatives on social media posts, newsletters, and website content. This not only highlights your ongoing efforts but also keeps the messaging consistent with your values and top-of-mind for employees.
Celebrate successes
Celebrating successes reinforces positive behavior, boosts morale, and encourages continued commitment. Acknowledging achievements, no matter how small, helps to keep sustainability at the forefront of employees' minds, making them feel valued and motivated to contribute further. It also creates a sense of collective accomplishment, building a stronger, more engaged community within the organisation.

Actionable step: Create a "Sustainability Wall of Fame" in a common area or on your intranet. This space can showcase individual or team achievements in sustainability, such as reducing waste, saving energy, or launching eco-friendly projects.

People create change

Wherever you are on your journey to building a sustainability culture, there are always small, manageable initiatives you can implement at all levels of the organisation. It’s about more than just adopting green practises - it’s about creating an environment where every employee feels motivated to contribute to a shared vision of a better future. This not only drives positive change but also strengthens the connection between organisations and its people, customers and communities.

By Daniela Reyes Monroy - Senior Project Manager, Sustainability Consulting, NSF

Daniela, who holds a Bachelor’s degree in International Business from ITESM University along with a specialisation in Business Sustainability Management and a Master of Studies in Social Innovation from the University of Cambridge, has extensive experience in fostering sustainable business practises. Her expertise enables the development and implementation of robust sustainability strategies and managing supply chain compliance and sustainability.