Our Zeitgeist - Sustainability

The figures are staggering and the lexicon has changed. The Biden administration has a $400bn outlay for green tech and private companies have grandiose announcements on achieving net zero goals, some even by 2030. The mood in the board rooms and the drive in the markets dictate that sustainability cannot remain at the margins of what companies do anymore, it must become central to the bottom line.??But at the operational level - how do organizations achieve these ambitious and complex goals?

Product Managers and the myriad projects they develop will determine whether large organizations can place sustainability at the heart of what they do. CEOs need to unleash a new kind of sustainability focused product manager to lead this transformation.

Firstly, when defining the “why” of the product, Product Managers must consider whether it is linked with sustainability development goals. A sustainable purpose will create significant buy-in from project teams and impact engagement from stakeholders.??

Secondly, Product Managers need to design projects with sustainability measures embedded from conception. They need to move beyond the traditional “iron triangle” of project management - managing time, budget, and quality. Sustainability cannot be achieved by tighter controls and rigid planning. Instead, they need to promote sustainability conscious vendors, use of recyclable materials, and green energy to make a difference in the overall footprint of the organization.?

Thirdly, Product Managers need to redefine the bottom line. The parameter of economics must be superimposed with social development and environmental protection to create a new “Triple Bottom Line”. Including this triple bottom line to the project prioritization discussions will ensure the compass is pointing towards sustainability through the conception, development, and execution of these projects.?

Sustainability is fast becoming a core theme driving resource allocation. To meet this changing dynamic, Product Managers need to recognize the zeitgeist of our times - Sustainability is not just a necessity for corporate survival but instead is a strategy to achieve competitive advantage and thus a superior financial performance. Product Mangers must reinvent themselves to drive this giant transformation which is here to stay.