What's the best way to create a sustainability vision and mission statement that reflects your values?

When a company is built around a purpose centered on addressing social and environmental challenges, that purpose becomes the key ally in accelerating sustainability efforts, effectively turning aspirations for people and planet into actionable strategies. This commitment to a higher purpose galvanizes not just the executive team but every stakeholder—from employees and suppliers to customers and investors—transforming them into engaged partners for change. Purpose acts as a compass that aligns the organization's resources, talents, and capabilities towards solving pressing issues for both people and planet.

In my view, the most important aspect is to not develop this in the ?ivory tower“, i.e. on top management level behind closed doors. The sustainability vision and mission statement needs to resonate across the company so people can emotionally as well as factually connect to it - after all, sustainability is everyone’s job, right? Therefore, elaborate on where you stand and where you want to go and how you stand out from the crowd as a company in a group exercise or in focus groups and take people on the journey. Ideally, you also test whether what you’ve elaborated internally is in line with external perception.

Its starts with a clear purpose. Before that doing a materiality study is important. Co-create with internal and external partners.

Creating a meaningful sustainability vision and mission is a critical foundation for driving change. It's not just about checking boxes; it's about genuinely understanding and committing to addressing sustainability challenges and making a positive impact. It aligns your business with values, engages stakeholders, and sets the direction for meaningful progress.

This is the first and the most crucial step in defining your sustainability vision and mission. In my experience and all that I've learnt about creating a sustainability purpose - stakeholder engagement is an imperative step in this process. Create interviews, engage stakeholders at all levels, maybe even do a materiality assessment ( better yet double materiality assessment) and truly understand what sustainability issues/impacts matter to your value chain. Once there is clarity on these topics, further steps can help strengthen the purpose and be embedded in your vision & mission statement.

Sustainability frameworks provide valuable guidance for businesses looking to navigate complex sustainability challenges. They offer a structured approach to aligning values with actions, and choosing the right one can make a significant difference in achieving meaningful and transparent sustainability goals.

In my extensive experience in higher education, selecting an appropriate sustainability framework is imperative for aligning institutional objectives with broader societal and environmental goals. Frameworks such as the United Nations Sustainable Development Goals offer an internationally recognised set of targets that can be integrated into curricula and research initiatives. Opting for a globally recognised framework lends credibility and offers a structured approach to sustainability efforts. Moreover, it facilitates transparent communication with stakeholders, including students, faculty, and the broader community.

In my experience, in finding the most applicable sustainability framework, executives or decision makers who are new or need help deciding which framework to choose are best placed to start with using the United Nations Sustainable Development Goals. With well over 11 different frameworks, beginning with the UN SDGs, it helps indicate the business impacts in social, environmental and economic aspects. Established companies still use the UN SDG because it is one of the best frameworks to highlight business/organisational impact.

Crafting a compelling sustainability vision is about expressing your company's commitment to making a positive impact. It should inspire not just your employees but also your customers and partners. An effective vision aligns your purpose with sustainability, creating a shared sense of purpose and direction that drives meaningful change.

A vision should be aspirational, and achievable in the longer term. As the word implies, imagine you look into the future and see the successful journey that you have taken. What does success look like? How would you know you have been successful? These are good to have in the vision because it then becomes a guiding star for your team.

A strong sustainability mission statement should be more than just words; it should be a call to action. It's an opportunity to communicate not only what you aim to achieve but how you plan to get there and why it matters. The best mission statements are both inspiring and practical, offering a clear roadmap for integrating sustainability into every aspect of your business.

If the vision provides the "Why", then a mission provides the "How". To get to our goal of xxx, we would need to _____. Filling in the ____ gives you a good idea of what the mission ought to be, and which are the important areas you would want your organisation to focus on.

Testing and refining your sustainability vision and mission statement is crucial. These statements are the guiding principles of your sustainability efforts. Feedback from stakeholders and a thorough review against competitors will help ensure your statement resonates with your audience, accurately represents your goals, and sets you apart in the marketplace. It's a dynamic process that should evolve with your business and its changing needs and circumstances.

Communicating and implementing your sustainability vision and mission is essential for your business to truly embrace sustainability. It aligns your actions and initiatives with your core values and sends a strong message to both your internal and external stakeholders. Regularly monitoring and reporting on your progress helps maintain transparency and accountability. This iterative process keeps sustainability at the forefront of your organization's culture and operations, driving meaningful change and impact.

It is important to develop a clear sustainability comms strategy to ensure you know exactly how you want your efforts to come across, internally and externally. Depending on the existing corporate purpose / brand, it can be e.g. more or less bold, and legislation should always be kept in mind to avoid being accused of greenwashing. Depending on how large the organization is, it is important that the comms strategy provides a framework that works as an overarching storyline guidance and red thread for everyone, across geographies as well as business units. The key to success, in my view, is to develop a narrative that is humanistic vs. content-oriented. Content may change while a comms strategy should last for at least 3-5 years.

One of the most effective ways to communicate sustainability to stakeholders is to include communication methods that allow for receiving feedback. For example, comparing an email announcement versus a workshop that receives feedback. Also, frequent communication is only sometimes effective regarding sustainability communication.

Ganz einfach: Habe Ambitionen. Verfolge diese. Teile Deine Ambitionen mit anderen. Kooperiere von der ersten Stunde mit Universit?ten. Bleibe ehrlich. Nimm Rückschl?ge hin. Lass Dich nicht entmutigen. Suche Verbündete im Unternehmen und bei den Stakeholdern. Lass Dir Zeit. Schau nach den Gesetzlichen Anforderungen. Erfülle diese und jammere nicht. Bleib wachsam. Hab Freude. Nie war eine Aufgabe wichtiger.

Your sustainability vision and mission statements should be relatable, meaningful, and authentic. Statements which include too much jargon, or are filled with technical phrases, often come across as being crafted only to meet reporting requirements and may appear disingenuous. Where possible, opt for statements that convey strong visuals, or can be easily understood by the average public. Test them out by asking your family, or even kids!

Whether your goal is to save the planet, or your goal is to save money, efficiency is the driver for both. Bridge the gap between traditionally siloed departments by finding common ground.

Ensure that the Quadruple Bottom Line perspective of good governance and transparency are upheld. Reach out to the stakeholders, get input on how they view the organization, and see what direction and qualities matter to them. If there is a disconnect between perceived values and the understood mission or vision, build that into the statement. Work the community into the vision and mission, and make them feel part of the successes and failures.

Creating a sustainability vision and mission statement that truly reflects your values and resonates with your audience requires thoughtful consideration and a clear understanding of your organization's purpose and objectives. What do you believe in, and how do these values guide your approach to sustainability? Use language that conveys your dedication to making a positive impact on the environment, society, and economy for years to come. Acknowledge the importance of social equity, inclusiveness, and diversity in your sustainability efforts. Remember that your sustainability vision and mission statements should be integral to your overall business strategy.