Where is impact in your business?

Hello!?

I recently shared a post on LinkedIn about how running used to be core to my life and is now more of a bolt on on the side – it’s still there but the progress I’m making is negligible and I’m not accomplishing the same goals.??

I compared this with impact (or sustainability) within business and how what you can achieve depends on the extent to which impact is integrated into the day-to-day running of the business.?

It's a hugely important topic and one I’m passionate about so it’s the subject of this month’s newsletter.?

Has your business set bold sustainability or impact objectives????

Many have. But are they set up to deliver them??

If you want to make a meaningful difference (in anything – this doesn’t just apply to sustainability / ESG / impact) then it needs to be connected to and integrated with your core strategy.?

It needs to be a business priority. It can’t be a bolt on on the side. An afterthought. If it is then it’s often the first thing that gets cut.??

Sound familiar?? ? If you want to make meaningful progress on sustainability / ESG / impact then it needs to be front of mind. It needs to be top priority in the board room. And that means making it part of your strategy, not separate to it.?

What might this look like??

• Delivering impact and being commercially successful are totally integrated – they complement and reinforce each other. Elvis & Kresse is a great example of this – the more products they sell, the more waste is diverted from landfill and the more money goes to charity.?
• It’s integrated into your people strategy, helping you attract and retain the brilliant people your business depends on. One+All, A Certified B Corporation demonstrate this well.?
• You’re improving your governance so you mitigate risks and are set up to scale in a resilient way. The free B Impact Assessment gives lots of ideas on how to improve the way your business is run and the way you make decisions.?

It's also about looking at where accountability and responsibility for impact / sustainability / ESG sit. If there’s one junior person working on it as a side project alongside their day job then be realistic about how much progress they’re going to make. Whereas if the CEO brings it into daily conversations, planning and decision making then you’re far more likely to make strides forward.

I encourage you to be brutally honest with yourself and ask:??

Is impact integrated into our business or is it a nice-to-have bolt on???

If you have bold sustainability ambitions or targets then it can be helpful to have this conversation as a whole leadership team. It might not be a comfortable conversation but it is crucial.?

One of the best ways of becoming familiar with what it means to integrate impact into the core of your business is by learning about businesses that are already doing it. Here are some of my favourites, all of which have featured in my impact report review series :?

• Elvis & Kresse
• One+All, A Certified B Corporation
• Fairphone
• Tony's Chocolonely ?
• Bates Wells Inc
• Interface ?
• Belu

I’ll be out and about quite a bit over the next month, especially because of it being B Corp month. Here are three events I’ll be at – let me know if I’ll see you there!?

• Tuesday 12th March – Decision Making for the Future – breakfast panel discussion for B Corp CEOs. Book here .??
• Thursday 14th March – I’ll be chairing the next fireside chat for the Surrey Sustainable Business Network, talking to leaders from the construction industry. Book here .?
• Wednesday 27th March – as a Co-Chair of B Local Surrey, I’d love you to join us at our flagship B Corp month event in partnership with the Institute of Sustainability at the University of Surrey. Book here .?

In case you haven’t spotted it, I’ve started a new series of book reviews on LinkedIn. So far I’ve reviewed Less Is More by Jason Hickel and Mission Economy by Mariana Mazzucato . My aim is to review at least one book per month. Follow #keartlandbookreviews to make sure you see them.?

As always, let me?know?([email protected] ) what you'd like me to include in future editions of the newsletter. What are your biggest challenges or burning questions when it comes to delivering?meaningful?impact through your business??

Otherwise, have a great month and good luck with making a meaningful impact in the world!?

PS If you enjoyed this newsletter please share it with a friend and encourage them to sign up .?