Plan A believes that companies are the vehicles with the most potential for change. Not only are companies the biggest emitters of CO2, but they are also the most capable of rapid change. In their yearly Millennial report, Deloitte notes:
“Millennials’ views of what businesses should strive to achieve have remained consistent over time. In last year’s study, we compared purpose—what businesses should do—versus impact—what they are doing—and found that Millennials consider businesses to be underperforming by 10 percentage points at improving livelihoods, and underperforming by 12 percentage points on social/ environmental benefit. In contrast, there was a perceived overemphasis in areas of profit generation (+10) and wealth creation (+13). As noted later, Millennials very much believe that business success is built on a foundation of long-term sustainability rather than pursuing short-term profit maximization.” – Millennial report (Deloitte, 2016)
Further, the survey finds that 56% of Millennials have “ruled out ever working for a particular organization because of its values or standard of conduct.” So there we have it in numbers. Regardless of the generation’s name, interest in company values – particularly related to the climate – is rising, and so is the perception of the role of companies.
The planet needs action from the entity that consumes resources to create the world in which we all live. Companies who adapt to new customers, employees and modern ways to conduct business will make it. Others, well, are looking at almost-certain downgrading. Even British Petroleum has rebranded to Beyond Petroleum to suggest a progressiveness to its investors and customers.
Because it is now an employee must-have
Companies’ roles and responsibilities have evolved significantly over the last century. From a profit-maximising machine, it has become a marker of identity for its consumers and employees. If you buy this, then you belong to this tribe.
Because your clients are looking
No wonder companies have invested in value marketing like there will be no tomorrow to sell their products. From Oatly’s public petition for labelling CO2 footprint of foods to Fortune 500 companies trying their luck at speaking to a younger more “woke” audience.
The importance of not missing this turn was highlighted in full by Pepsi’s resounding failure (so resounding in fact it united the internet for a short moment) to craft an authentic, truthful and genuine message.
Identity and political topics make for complex discussions in the workplace. Companies who have taken a stance on specific values have had to demonstrate authenticity and particular dedication to the causes they choose to defend.
Start making money with your strategy
Measuring is knowing. Knowing is being capable to do meaningful change. Reasons to get involved with sustainability are numerous. For one, reducing carbon footprint translates into lower costs in the long run.
Measure your company’s footprint and get it under control with our tailored sustainable action plans. Open up a conversation with us.