make sustainability part of what they do,
but Hero Brands go one better. They champion causes,
fighting for them like our life on this planet depends on it.
HERO BRANDS STAND OUT FROM THE
No flabby social practices or smoking factories.
GOOD AT inspiring others to get behind A cause
Why solve problems on your own when you can get others to join in?
Getting fighting fit is a bit like a New Year's resolution, except this is one you actually follow through with (rather than just doing the first two weeks of January).
Smoking factories, flabby material inputs and lazy processes are out. A healthy approach to your social and environmental policies is in.
Yes, it's hard work but think of it as strong abs. It's the muscular framework that will give you the strength to go out and have a big impact on the world.
Put simply, being fighting fit is about operating your business like you intend to stay in business.
It means having a cohesive strategy in place for simultaneously achieving social, economic and environmental wealth.
It's a plan for your business, not for your sustainability manager. One that everyone understands and implements, right through from supply chain to customer.
Get it right and it will create efficiencies and revenue, impress your shareholders, employees and customers and make your business more resilient to future challenges.
Plus, in the world of sustainability it's the cost of entry to the game. Nothing less.
Ever noticed there are no talkheroes? Only action heroes.
Heroes are defined by their actions so, to be a hero, you're going to have to do something heroic.
So what are you going to do that's meaningful? And how are you going to choose?
Your mission should be:
Or, as our friends at Futerra* put it, "easy to say and hard to do".
LOOKING FOR A MISSION? Consider:
PICK A CAUSE
|Climate Change||Food Security||Transportation||tax Evasion|
|Global Pollution||Trade Issues||Corporate Power||Carbon Emissions|
|Local Pollution||Debt||Supply Chain||Water Use|
|Ecosystem Impact||Financial Crisis||Extortion||Over Population|
|Landscape Impact||Gun Violence||Poverty||Terrorism|
|Animal Treatment||Work/Life Balance||Child Care||Disease|
|Workers Rights||Domestic Violence||Human Rights||Lack of Education|
|Health Issues||Oppression||Executive Pay||Overfishing|
|Safety Issues||Cost of Living||Sanitation||Partisan Politics|
|Poor Conditions||Sea Level Rise||Drought||Addiction|
|Stewardship||Recession||Lack of Community||Cost of Goods|
|Toxics||Overconsumption||Local Participation||Regulatory Failure|
|Landfill||Infant Mortality||Discrimination||Cyber Security|
|Packaging||Nuclear Waste||Child Labour||Weapons of Mass Destruction|
|Intolerance||Arms Trade||Fraud||Social Fragmentation|
|As you can see, there is no shortage of problems needing a hero. The rub is to choose the one (or ones) that makes the most strategic sense to your business.|
|The best missions solve both a social or environmental problem and a business problem too. So, they help the world and help your bottom line at the same time.|
|Hero hint #2|
|You don't have to solve just one problem. Some big companies, like Unilever, have found that three or more gives them the diversity they need to be heroes on a global scale.|
Inspiring others to join in is all
hands involved. The more the merrier, and the quicker
the fightwill be over.
Heroes understand their followers want to be heroes too, so why
not let them play a part in making the world a better place?
Timberland has made it their mission to plant 5 million trees in five years. They arrange tree-planting events for their employees and encourage their customers to create events of their own. They inspire their designers to consider sustainability in their designs then educate their customers to buy them. Even their CEO blogs
about their missions and champions sustainability at worldwide
In doing so, Timberland helps thousands (maybe millions) of people understand what sustainability is, why it matters and how they can be a part of it. And hopefully creates a few new heroes in the process.
Hero to who? Everyone, in the right order.
|Of course you'll be familiar with the concept of 'first followers' from The Lone Nut.
What? You're not?? It's brilliant. Best you take a look now:
When Unilever launched their Sustainable Living Plan in Australia, they wanted to make sure their employees heard about it first creating a shared sense of responsibility for making it happen. But how to do that?
Their internal launch campaign saw everyone in the company given a new job title, Head of Sustainability, complete with business cards, job manual and posters of employees in their new position. The campaign was backed up by 'helpful hint' stickers, a senior leadership workshop and an employee launch led by the CEO
Appalled at the consequences of his customers' plastic consumption, plastic manufacturer Paul thought it was time for change in Earthville. After reading the Hero's Handbook, he knew what to do: It was time to become Planet Paul instead of Plastic Paul and do something about this packaging problem. He decided to launch an awareness campaign that encouraged recycling.
People loved it, millions were reached and the citizens of Earthville celebrated the newspaper headlines: "Planet Paul Rids the World of the evil Polyethylene Monster." Until the Hero Commission set the cat among the pigeons: "Planet Paul really is Plaster Saint Paul - recycling will never solve our consumption problem because it doesn't stem the production of virgin plastic product".