Last updated: 17 July 2023 at 15:24

There are many immediate practical steps any business can take to become more sustainable. For example:

Switch to a green energy supplier.
Buy secondhand office furniture.
Minimise air and car travel.
Recycle, upcycle etc.

But thinking sustainably requires more than this: it needs sustainability to be part of the DNA of the business. Watch this short video for some thoughts on how to go about thinking about sustainability as core to the business.

Embarking on your sustainability journey is a transformative process that entails a shift in mindset, business model, strategy and day to day practices. For many, a shift in mindset is the first step. It's about recognising that sustainability is a core aspect of successful, future-proofed businesses, and that businesses that are purpose-led will have a competitive advantage. This shift often requires seeing beyond immediate profitability, towards long-term value creation. It's about understanding that sustainable practices often lead to efficiencies, savings, and a strong reputation, and are an integral part of risk management in a world grappling with climate change and resource scarcity.

Sustainability considerations need to be integrated into the overall business model and strategy, shaping every aspect of the business. This might include setting and working towards goals aligned with frameworks like the UN Sustainable Development Goals or Science-Based Targets, and regularly measuring and monitoring progress towards these objectives. For Createch it will certainly involve setting goals for net zero and this means crafting a carbon management plan for the business.

A shift in practices is about taking tangible actions towards sustainability. It might involve everything from adopting green energy sources and improving energy efficiency involved in products and services built with generative AI to implementing circular design principles and waste reduction practices. Engaging with all stakeholders, including employees, customers, suppliers, and investors, to gather their insights and support is also key. This would also involve transparent reporting on your sustainability initiatives, successes and challenges.

Finally, continual improvement and adaptation are important. The sustainability landscape is constantly evolving with new research, technologies, and best practices. Staying committed to learning and growth, and being responsive to changes, are essential for a successful sustainability journey.

Here’s a checklist to help you start on this journey:

Understand your marketplace: Review sustainability information about your chosen product/market sector e.g., key trends, potential customers, competitor activity, government policies and regulations related to sustainability (and ways to influence in your favour). This could be as simple pulling a team meeting together to discuss internal and external drivers, or it could mean seeking out experts. A tool such as PESTLE (Political, Economic, Social, Technological, Environmental and Legal factors) can help.
Explore stakeholder viewpoints in depth: Engage with stakeholders, such as employees, customers, suppliers, and investors, to fully understand their perspectives and priorities regarding sustainability. Combine stakeholder views and your understanding of internal and external drivers, into the development of your business model and strategy.
Define a compelling purpose or mission: Craft a clear, inspiring, and memorable purpose statement that encapsulates the business's sustainability vision and resonates with all stakeholders. If you aren’t clear how to approach this, read our guidance here.
Integrate the purpose into a business model and strategy: Embed the purpose into the business's business model, strategy, decision-making, and operations, ensuring that it drives all aspects of the business.
Set goals and targets: Develop clear, measurable, and achievable sustainability goals and targets aligned with Createch companies' values and industry standards, such as the UN Sustainable Development Goals or Science Based Targets.
Measure and monitor progress: Implement systems for tracking and evaluating sustainability performance using Key Performance Indicators (KPIs) and other metrics. Monitor the impact of the business's purpose-driven sustainability initiatives. Regularly review progress towards sustainability goals and adjust strategies as needed.
Identify and manage risks: pinpoint and evaluate the potential sustainability risks and opportunities for the business. These could range from climate change impacts, resource constraints and new technologies to shifts in regulatory landscapes and customer behaviour. A tool such as the Pugh Matrix can help you think through different ways to respond to risk.
Foster innovation and collaboration: Nurture a culture of innovation and collaboration that encourages the development of sustainable products, services, and business models in the Createch sector.
Craft an engaging story: Effectively communicate your sustainability initiatives, progress, and achievements to stakeholders through transparent reporting, storytelling, and marketing. Celebrate successes and learn from challenges.
Continuous improvement: Implement a cycle of continuous improvement to ensure that Createch businesses remain at the forefront of sustainability best practices and adapt to the evolving landscape.

Getting started on your sustainability journey

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