Corporate Sustainability

In light of the Daily Telegraph's three part series into climate change and Copenhagen upon us I thought it could be fun to kick things off with a look into corporate sustainability; ethics and change management.

Sustainability often conjures up the theme of sacrifice. Something must be sacrificed for the greater good. The irony that Tony Fry mentions is that what we are ultimately trying to sustain is unsustainable, that is sustaining our current lifestyles.

We're at a watershed. The future of humanity as we understand it is really before a choice which says do we change direction or do we try to maintain what we already have?

Now the question in terms of sustainability and sustainable development, to a large extent kind of reduces to the proposition of sustaining what we already have, sustaining in a sense, the unsustainable. (Fry, T. Innovation Cities, radio broadcast, Future Tense, ABC Radio National, Sydney, 20th August. http://www.abc.net.au/rn/futuretense/stories/2009/2656432.htm) 

I wont go into the technicalities of climate change as this is not a science blog, however the concept of sacrificing on altruistic terms is an interesting one when viewed in the light of capitalist organisations. Sacrificing on monetary terms is easy to comprehend and essentially easier to justify as there is no personal value attached to a dollar or number. What about sacrificing values however?


In my final year of university I investigated big for profits partnering with Environmental NGO's looking at both the possibilities and complications arising from such a event. I came across a successful partnership between Greenpeace and npower. To the open disapproval of the World Wildlife Fund, npower's father company, RWE dealt with coal and nuclear power. Regardless of this Greenpeace went ahead and developed windfarms with npower. The result was a green customer base which grew from 5,000 to 50,000 in 5 years. (Webb, T. 2005, Does it pay to get into bed with business?, The Guardian, Viewed 1st October 2009, http://www.spinwatch.org.uk/-news-by-category-mainmenu-9/173-pr-industry/724-does-it-pay-to-get-into-bed-with-business)


Essentially the conclusion I came to was this:

...Environmental NGO’s may need to lower their ethical standards and step of their high horse in order to actually drive change in the corporations their targeting. What this ultimately means is associations and partnerships with the processes, products and models in big business that initially go against the NGO’s standards of practice. However the partnership itself is used to place the NGO in the strategic position to drive real change, internally as opposed to relying on external influences. (Braithwaite 2009)

I confess there can be a number of counter arguments to this statement. Firstly it is arguably a utilitarian point of view; the means justifies the end essentially. Secondly, it in a sense oversimplifies the the issue of challenging ethical standards as it suggests the breaking of them to be a black and white issue.  Was Greenpeace really lowering its ethical standards when its end goal was to produce windfarms? For a similar analogy. Is the environmental activist lowering their standards when they have to fly across country to give a keynote address possibly affecting hundreds?


I'll leave you with this food for thought and in my next blog attempt to look at this issue on a more personal level, within the workplace, between people rather than the clash of two organisations.