Work out what ESG means to you
It’s easy to adopt the sense of urgency that leaders and activists worldwide are increasingly using in the messages about our planetary future. The impact of overpopulation and pollution, damage to our ecosystem and high carbon emissions tells us there are many challenges to address at once. But growth for you and your business should not mean that you need to take them all on at the expense of a smooth-running operation.
Take some time to consider your function, what you do and what you make, and evaluate the impact of each stage in the process. That way, you’ll quickly conclude what is the most appropriate challenge to address. If manufacturing forms part of your output, you may focus on energy reduction or conversion to renewables. But if you provide consultancy services, the emphasis may be on diversity and inclusion, or ways to optimize your intellectual capital in the long term.
Becoming ‘sustainable’ isn’t restricted to environmental damage mitigation, either, though that is a positive outcome. It filters through to every aspect of our lives and needs to be addressed at a social and community level as much as in the professional sphere. Sustainability is no longer a vague ideal, but something tangible you need to put at the core of your business today to help future generations meet their needs.
The coronavirus pandemic has been the catalyst for many businesses re-examining their approach to sustainability, according to James Ghaffari, Director of Growth & Product at B Lab UK, a company that provides certification for businesses looking to maximize their ESG performance. “A lot of businesses have been severely impacted by the pandemic. But what we're seeing is that all of those businesses are really thinking deeply about their sustainability,” he says. “They want to make sure that their business is strong and resilient enough to ride out the big crises. And I think the idea of sustainability really being weaved into this idea of resilience has been fantastic for us to see.”
Angie Hall, Head of Sustainable Finance at HSBC Bank Canada agrees. “The Coronavirus greatly increased the focus on sustainability for Canadian businesses,” says Hall. “Beyond the always important environmental considerations, it’s not just highlighted how vulnerable our supply chains are to disruption, but the prevalence of social inequalities and the importance of social justice in the sustainability conversation.”Sarah Mui, Co-Founder and Design Director of One Bite Design." Sarah Mui, Co-Founder and Design Director of One Bite Design Studio in Hong Kong, agrees that the pandemic has accelerated innovation in sustainability. For her business, one initiative that they developed – called Wonderfold – was an eco-friendly reusable mask holder that could replace single use systems and decrease waste. “It’s designed with different patterns on each one, which is very trendy, but it has a durable surface that can simply be wiped clean after every use.”
But it’s a product that has also seen social benefits, with production deliberately focused on employing local workers who had become jobless as a result of the pandemic.“They were recruited to help us prototype the product… and assemble the units. Since April we have sold over 7,000 units – something we think is a win-win situation.”
Use your agility
The challenge for corporates is that we’re moving into a period of tough international commitments to net-zero carbon targets. Governments who have signed up to the Paris Agreement have issued ambitious zero-carbon targets based on their individual responsibilities – but the overarching aim is to “limit global warming to 1.5 degrees Celsius compared to pre-industrial levels” . Faced with these targets – which are enshrined in law – large firms are now battling to redefine the way they work after decades of doing things ‘the old way’, which can be expensive and painful for those involved.
The beauty of being a small and medium-sized business, however, is that you’re either flexible enough to make far-reaching changes to established processes, or small enough to build your whole strategy on a sustainability-first model.
Plan at the very edges of your business
Once you have identified the core functions that your business needs to operate sustainably, it’s important to understand, too, how this relates to your supply chain and customer base. Who are you buying from, and how ‘green’ are their own metrics? Your own resilience could (and should) rely on a supply chain that meets aligned sustainability goals, and this might mean negotiating with them to combine your efforts in a way that is commercially beneficial for you both.
At the other end are your customers. Increasingly, your profitability and reputation may be at stake if you are not demonstrating sustainable business performance and output principles that mean they can put their trust in you. Smart businesses are those that think laterally about how their price points and profit margins may take a hit at one end in the name of sustainable manufacture or consumption – but how they also help build a values-led case for their sales proposition in the long term.
Win the hearts and minds of your stakeholders
Building a resilient, sustainable business is not a one-person job. As business leaders, you have a responsibility to your staff, those who have invested in you, and the community where you’re based. Staff may not always agree with the level of change you need to make – so it’s worth considering who you can empower to champion the cause on your behalf. This can be based on shorter-term green targets that are closer to home and which reveal quicker, tangible benefits.
If your investors haven’t already negotiated a sustainability commitment from you, they may impose green performance criteria that will dictate their support in the future. It serves your reputation well to communicate your pledges in any case, as banks will also take these into account when making lending-based decisions about your growth plans.
This is echoed by Hall, who argues that by taking action on things like energy-efficient lighting at premises or onsite renewable energy generation, you can both save money and make yourself more attractive to investors and customers.
“Public markets investors are demanding more disclosure and transparency from the companies they invest in, and starting to seriously question the longevity of certain business models due to climate risk,” she says. “It’s a similar story in private capital, where we’re also seeing an increased focus on ESG due diligence during the bid process, with valuations being impacted by poor ESG performance. And both B2B and B2C customers are asking more ESG-targeted questions from the companies that are searching for greater share of their wallets.”
Going green is not just using less. There are key commercial decisions you need to take on the journey, but your relationship with stakeholders is no longer just a transactional one. By focusing on the things that you can uniquely do to make a difference, you can go a long way to building a resilient and profitable business that pushes both your values and protects future health and prosperity.
Go through a simple checklist to get started:
- Break down the manufacturing process and examine where you can improve efficiencies and reduce your waste.
- How streamlined are your working practices? Do they optimize your productivity while still ensuring your staff have appropriate decision-making powers and a healthy work-life balance?
- Look around you –are there charities or projects in the community that would benefit from your support?
- Do you have a diversity and inclusion policy in place? Consider how this might be improved.
Contact HSBC to get started