New research by Corporate Citizenship shows it’s step by step to sustainable success

Recent years have seen a flurry of sustainability plans, such as M&S Plan A and the Unilever Sustainable Living Plan.  However, as more businesses consider whether this is the right approach for them, there are some important questions that must be answered.  What exactly is a ‘sustainability plan’? Is it possible to create a definition that suits everybody?  What sets a sustainability plan apart from a rigorous approach to CR?  What qualities are shared by the plans seen to date? 

What is clear is that behind each of the headline grabbing razzle, dazzle of the high profile initiatives there is a comprehensive set of measurable targets, ambitious goals and attention to detail. However, the most powerful common attribute of plans that can be considered ‘successful’ remains their instantly recognisable visual identity that allows them to act as an ‘at a glance’ visual metaphor for a company’s sustainability goals and ambitions. 

Corporate Citizenship, the global corporate responsibility and sustainability consultancy and part of The Bell Pottinger Group, has now published a groundbreaking report that breaks down for the first time, step by step, what it takes for a business to create a successful sustainability plan. 

Based on a study of FTSE100 and Fortune Global 500 companies, Steps to Sustainable Success identifies five key attributes and ten essential elements of a successful sustainability plan.

The five key elements of a well-developed plan identified by the research are as follows:

• Engaging – strong visual identity and branding to effectively communicate key goals and targets
• Commercial - rooted in the business strategy
• Triple bottom line – covering the most important economic, environmental and social impacts
• Holistic - beyond core operations to include supply chain, distribution and customers
• Targeted – long-term goals alongside concrete interim targets

Other key findings of the research show that the best plans set targets beyond their own operations to include suppliers, distributors and customers. Leading plans are closely tied to the business strategy; however they are often communicated through a highly visible, stand-alone brand.

Commenting, Mike Tuffrey, director and co-founder of Corporate Citizenship, part of the Bell Pottinger Group, said:

“Corporate plans are a new step on the sustainability journey where environmental and social responsibilities become part of doing business. The best plans set goals beyond the business itself, form partnerships with NGO’s and government, and involve customers in the company’s journey to sustainability.

Corporate Citizenship will be holding workshops throughout 2011 for those with an interest in this subject.  Details can be found at our website www.corporate-citizenship.com.

Steps to Sustainable Success can be downloaded here: http://www.corporate-citizenship.com/wp-content/uploads/2011/03/Steps-to-Sustainable-Success.pdf

For further information on Corporate Citizenship’s Steps to Sustainable Success please contact Richard Hardyment:  richard.hardyment@corporate-citizenship.com, 0207 861 1616

ENDS

 
Notes to Editors:
About the Publication

Examples of Sustainability Plans include:
• Campbell’s 2020 Sustainability and Citizenship Goals
• GE ecomagination and healthymagination
• Heineken Brewing a Better Future
• Johnson Matthey Sustainability 2017 Roadmap
• Marks & Spencer Plan A
• Sony Road to Zero
• The Co-operative Ethical Operating Plan
• Unilever Sustainable Living Plan
• Walmart Sustainability 360

About Corporate Citizenship

Corporate Citizenship is a specialist global corporate responsibility and sustainability consultancy. We believe our clients will achieve greater, long-term, sustainable success if they are also creating beneficial change for business and society. 
 
From offices in London and New York, we help our clients make the smart choices that will enable them to survive and thrive in an increasingly challenging business environment. Corporate Citizenship promotes the idea that companies can be a force for good.

We advise a global client list on:  sustainability plans, strategy, reporting, assurance, stakeholder engagement, management of environmental risk, community investment, corporate giving, supply chain, brand communication and economic impact. Our longstanding clients include Unilever, Pearson, Centrica, Diageo, HSBC, and Vodafone.

We also manage LBG on behalf of its 100+ corporate members and publish the leading journal, Corporate Citizenship Briefing.

For further information on Corporate Citizenship’s Steps to Sustainable Success please contact Richard Hardyment:  richard.hardyment@corporate-citizenship.com, 0207 861 1616