Align Individual and Company Green Goals for Better Results

Achieving corporate sustainability goals requires more than just executive mandates and environmental policies; it demands full engagement from employees at every level. When individual professional goals align with a company’s sustainability objectives, organizations experience increased employee motivation, enhanced performance, and accelerated progress toward sustainability targets.?

Stewart Friedman, in Total Leadership, emphasizes the importance of uncovering underlying interests and finding new ways to meet expectations.?This process is challenging and requires genuine employee surveys and conversations to explore deeper insights—asking, "Why do certain sustainability objectives matter to you personally?" when discussing their expectations.?Leaders must also recognize that "multiple interests may exist, some that might be competing." True leadership involves getting comfortable with uncomfortable conversations to facilitate the identification of "a common future. Common ground that you're both going to tread" on the company’s sustainability journey.?

An in-depth Harvard research study confirms that companies integrating sustainability into employee performance metrics achieve stronger environmental and financial results. The study by Robert Eccles, Ioannis Ioannou, and George Serafeim found that companies with strong sustainability practices had better organizational processes and performance. However, true alignment involves striving for more of a ‘pull’ than a ‘pushing’ of green goals into employee's annual performance goals.?

The Business Case for Sustainability Goal Alignment?

1. Discussing Intersections of Individual and Company Whys: Employees who see their personal and professional objectives as contributing to a greater mission—such as reducing carbon footprints or advancing circular economy practices—are more engaged and productive. A survey by Deloitte found that nearly nine in ten Gen Zs (86-percent) and millennials (89-percent) consider purpose to be key to workplace satisfaction and well-being. ?
2. Co-creating Employee Goals for Business Outcomes: According to the Goal Setting Theory developed by University of Maryland professors Edwin Locke and Gary Latham in 1990), employee participation in goal setting increases commitment because individuals are more likely to commit to goals they have helped define. Involvement enhances their belief in the attainability of the goals, which is crucial for persistence and motivation. Partnering to discuss and, where possible, align corporate sustainability goals with individual employee goals and daily tasks can significantly enhance business outcomes. For instance, if an employee is passionate about spending time with their family vacationing on the water, incorporating a goal that contributes to the company's efforts to reduce water usage could add personal meaning to their work, creating a sense of purpose and motivation. This alignment fosters a deeper connection between the employee’s values and the organization's objectives, ultimately driving both personal and business success.?
3. Exploring Functional Alignment to Shape Green Goals: Research by Gallup shows that concentrating on employee engagement can help companies withstand -- and possibly even thrive -- in tough economic times. By intentionally focusing on measuring and managing employee engagement, companies can gain a competitive advantage that will keep them moving forward. Forward-thinking companies have been surveying employees, and the majority feel that their daily work is disconnected from, and in some cases does not contribute to, the company’s sustainability goals. Direct managers play a crucial role in translating broader long-term goals into practical, achievable milestones, particularly when it comes to corporate sustainability objectives. By reflecting on and discussing ways to align employees' functional roles or areas of influence with sustainability goals, companies can help crystallize the individual impact within the organization. For example, a corporate purchasing team at Home Depot would have a greater ability to align individuals' passion for forest conservation with their functional influence through sustainable purchasing policies, compared to the customer service team. Alignment enhances employee engagement and strengthens the company's overall sustainability efforts.?

The Role of Leadership in Sustainability Goal Alignment?

Executives and Chief Sustainability Officers (CSOs) are the linchpin in ensuring individual and corporate goals align. Leadership must clearly articulate sustainability objectives, create accountability mechanisms, and inspire employees to view sustainability as a core part of their professional, and personal, mission.?

Aligning individual professional goals with corporate sustainability objectives drives employee engagement, accelerates sustainability progress, and enhances business performance. By setting clear objectives, integrating sustainability into performance metrics, and fostering functional alignment, organizations can empower their workforce to contribute meaningfully to a greener, more profitable, future. Leadership commitment is essential in embedding sustainability into corporate culture, ensuring long-term success for both employees and the planet.?