How do I handle resistance to sustainability initiatives within our organisation?

Addressing resistance or pushback against sustainability initiatives within an organisation is a critical aspect of successful implementation.

The key to overcoming this challenge lies in a strategic, empathetic approach that brings everyone onboard. Here's a detailed guide.

Photo by Greg Willson

1. Understand the Source of Resistance: Before addressing resistance, it's crucial to identify its source. The first step could involve confidential surveys, open-ended discussions or even inviting an outside expert to conduct an impartial audit. Regular feedback channels, such as suggestion boxes or an intranet forum, can also provide insights into resistance points. Understanding whether the resistance stems from fear of increased workload, lack of knowledge, or perceived threat to profitability will help you tailor your approach accordingly.

2. Communicate Clearly and Regularly: Lack of understanding or misinformation often breeds resistance. Communicate your sustainability strategy clearly, detailing why it's being implemented, what benefits it brings, and how it aligns with your overall business strategy. Highlight real-world examples where sustainability efforts have improved both environmental impact and profitability. Companies such as Unilever have reported significant cost savings from their sustainability initiatives. Regular updates, town-hall meetings, or newsletters can keep everyone informed about the progress and benefits of your sustainability efforts.

3. Provide Education and Training: Knowledge reduces resistance. Equip your team with the necessary understanding of sustainability through workshops, webinars, or even bringing in external experts for talks. BT has created an e-learning course on sustainability for its employees, significantly boosting understanding and awareness. You could also create an internal resource hub with information on sustainability best practices, case studies, and industry trends.

4. Involve Everyone in the Process: Inclusion fosters ownership, reducing resistance. Form a cross-functional sustainability committee to ensure representation from all departments. John Lewis Partnership has an initiative where employees propose sustainable ideas - this not only generates innovative solutions but also makes employees part of the process. Regular brainstorming sessions or 'sustainability days' can also help involve everyone in your sustainability journey.

5. Celebrate Small Wins: Even minor progress is a step forward. Regularly share these 'small wins' with your team. It could be anything from a successful week of recycling to a small reduction in energy usage. Regular recognition and celebration of these achievements create a positive association with sustainability efforts and can motivate employees to contribute more actively.

6. Leverage Technology: Make use of digital platforms to track and display progress, gather feedback, and promote interaction. A sustainability dashboard, like those provided by Greenstone, can show real-time data on key sustainability metrics. Digital platforms can also serve as forums for sharing ideas, asking questions, or even launching sustainability-related competitions. Regular notifications on small wins or progress updates can keep sustainability at the forefront of everyone's minds.

7. Establish a Strong Leadership Commitment: Demonstrated commitment from senior leadership significantly influences employee attitudes. When leaders visibly champion sustainability, it sends a clear signal to the team. Paul Polman, Unilever's former CEO, was a driving force behind Unilever's Sustainable Living Plan, setting a strong precedent for the company's commitment to sustainability. Similarly, ensure your leadership team is actively involved in promoting and participating in sustainability initiatives.

By combining a deep understanding of resistance sources with clear communication, inclusive practices, celebration of progress, and demonstrable leadership commitment, you can transition from resistance to acceptance and enthusiasm for your sustainability initiatives. Remember, change takes time and patience - but with persistence and dedication, you can embed sustainability into the very fabric of your organisation's culture.