3Vs Framework™: Guidance on Sustainability Viewpoint

My 3Vs Framework™ provides a helpful roadmap for businesses to develop and execute an effective sustainability strategy. 

The first V (Value) of sustainability is relatively straightforward. Although some company executives disagree, evidence is clear that sustainability has value to every business. Let’s assume leadership buy-in on business value because, without it, a company cannot effectively address sustainability. (If you have questions about this first V (Value) or want help engaging with executives or directors at your company, please contact me.)

The second and third Vs (Viewpoint and Vehicles) of my 3Vs Framework™ are less straightforward. These are areas where companies often struggle. With this in mind, here is guidance on the second V (Viewpoint). (If you want guidance on the third V (Vehicles), read my blog on sustainability communications.)

Developing an Effective Sustainability Viewpoint

It is very important to have an effective sustainability viewpoint. Think of the sustainability viewpoint as an authentic statement of how sustainability relates to your specific business. It is your way to say why and how your business is acting responsibly.

Saying “our company is sustainable” puts a company in the “me too” group and nothing more. Even the terms “organic” and “fair trade” confuse consumers, so imagine how confused consumers are by the term “sustainable,” as in “our products are sustainable.”

Sustainability is not a laundry list of check-the-box initiatives that apply across the board to businesses of all types and sizes. What does sustainability mean for your particular business? Think about some options: sustainability might be (mostly) about ensuring a reliable, long-term source of raw materials; supporting the livelihood of farmers and the health of their land; complying with product labeling laws; obtaining certification from an independent third-party, such as the Non-GMO Project; or all of the above.

Key Criteria

Your sustainability viewpoint should be four things.

• Reduce barriers: Reduce consumer confusion around sustainability by describing positive values and impacts of buying your products
  
• Create benefits: Inspire employees, customers and consumers to trust and believe in your company and want to support it

Questions to Ask Yourself

Try asking these key questions to hone your viewpoint:

1. How is sustainability authentically important to your business?
   Tip: Resolve any actual or perceived contradictions with your business practices.
   
2. Is your viewpoint brief and understandable? Will customers, consumers, and employees be able to remember and repeat it?
   Tip: Avoid using the term “sustainable” and any sustainability-related buzzwords.
   
3. Is your viewpoint emotionally compelling?
   Tip: Employees, customers and consumers should feel they are contributing to a better world and are part of a solution, when they support your company.
   
4. Have you acknowledged and addressed the “hot button” (priority) sustainability issues in your industry?
   
5. Does your viewpoint demonstrate confidence and commitment? Does it show that you are actively contributing to a sustainable future in measurable ways?
   
6. Does your viewpoint help to differentiate your business from your peers? 

You know that sustainability is good for your business. Now ensure you have a clear and compelling sustainability viewpoint to inform your strategy and connect with customers, consumers, and employees.

Updated and adapted from articles previously written by Nancy Himmelfarb and published by GreenBiz (now Trellis) and 3BL Media; and Nancy’s workshop for members of Illinois Manufacturing Excellence Center.