What's it like from the inside?

You're trying to get your organisation to use sustainability thinking (social justice, ethics, environmental limits) to inform its strategy and practice. It can feel lonely. But you are not alone!  There are thousands of sustainability change makers just like you in other organisations.  What do your peers think and feel about this journey you are making apart, together? This survey gives a glimpse of how they see themselves, and the challenges they face. (Or, of how you see yourselves, since I expect some readers of this blog took part in the survey. Thanks!)

(Greener Management International has published the full article and you can read it here.  There are other fascinating pieces in the same edition, including a couple on labeling / certification, and on organisational change strategies.)

Here are some of the headlines.

Just a job, or part of a wider movement?

The people who took part in the survey are working for change towards sustainability either as (part of) their job or through some recognised network of champions.  But they do not see this as 'just a job'.  Over 95% of them agreed with these two statements about why they do this work.

I want to do work which is in line with my values and interests.

It is my contribution to a wider change in society which I think needs to happen.

Are they changing their organisations?

So how are they doing: are their organisations changing? People used the Dunphy scale to show where their organisation was when they joined it and where they think it is now.  They do indeed think that their organisations are changing, and mostly in the right direction!  There has been a clear shift towards the right of Dunphy’s spectrum, and those respondents who have been in their organisation for longer have seen it move further, in line with what you'd hope and expect.

How much change is needed?

What's the perspective of these change agents, on how much change is needed?  I asked:

To respond adequately to the challenge of sustainable development, how much change is needed?

These people think that radical, far-reaching change is needed in society as a whole, and substantial change is needed in their own organisations.

So the priority - where their skills and talents are most needed - is in the wider system.  Are they happy that their own organisations seem to be on track?   Not really.

Around 73% of organisational change agents for SD agreed or strongly agreed that they are dissatisfied with the pace and scale of change in their organisation.  These people agreed strongly that the pace or scale (and sometimes both) were dissatisfying:

I feel and I see that changes are coming in many parts of my organisation but this process is far too slow.

My organisation has a culture which is generally slow to change—it is large, bureaucratic and hierarchical.

They shared some fascinating perspectives on what it feels like to be a change agent in these circumstances.

A lovely dilemma: we know that change needs to be democratic, and based on others understanding the ‘whys’, to avoid trying another oppressive regime. Experience seems to indicate that this requires patience, but patience in the faith that our mere acts now, however small, may lead to an exponential explosion in the ‘right’ activities, just in time . ..  I now try to hold this tension very lightly and not let it distract me from what I’m doing day to day, in the moment. But I can’t pretend to be that successful at it . . .

With a perspective that this is a ‘human community’ not a machine! And that dissatisfaction needs to motivate (not frustration/anger etc.) and shape through positivity (not blind optimism or out-of-touchness) . . . And a personal sense of niche—what’s in my gift, power, influence etc. . . .

On being committed

We already know that our change agents see their work as 'more than just a job'.

How can climate change be just a job! I paraphrase Attenborough whose quote looms over my desk: ‘how could I look my child in the eye and say I knew what was happening to the world and did nothing’?

It is fantastic to feel passionate about my job. Having worked in this area, I now cannot see myself going back to a general management job even if that harms my promotion prospects.

It has to be a passion and something you believe in 100 per cent otherwise you can’t do the job properly, although I’ve had to learn to use the passion in presenting in a way that doesn’t scare the life out of people—in this country we still have a long, long journey.

You need to be really engaged in doing this and believe in it, if you are not the obstacles will be destructive for you personally and will demotivate you.

Does this 'life mission' attitude cause problems for them at work?  Actually, only a minority said that it had (17% with their boss, 25% with colleagues).  People said things like:

My boss is very ‘realistic’. He’s not big on challenging the current system etc. He has described his purpose as to be a ‘wet blanket’ on a lot of my ideas! At first I found this demotivating, but now I’ve tried to take the view that if I can persuade him of something, I can probably convince the rest of my organisation.

There is a danger that some may see some activities as a crusade, and so are not comfortable with this. Fortunately these people don’t fit the corporate vision and we can refer them back to the business case with the support of our top management. We recognise, reward and extol exemplar performance.

 Am I making enough difference?

The responses are fairly evenly matched, with slightly more people satisfied with the difference they are making, but still a large minority disatisfied.

Reflections from some respondents showed a rather grudging or partial sense of satisfaction:

‘Enough of a difference’—well no, but no point in beating myself up and trading on guilt/fear—do that for too long (somewhat disagree).

I would like to make more of a difference, but feel that I’m doing what I can. More support from senior business managers would have much more of a positive impact than they realise. And not just financial support, actually understanding sustainable development and making positive contributions to it (somewhat disagree).

Changing the system

Some respondents expressed a sophisticated appreciation of the emergent and messy nature of system level change.

I think the struggle is needing to be seen to have an answer to a ‘wicked’ question. This need for ‘expertise’ and ‘answers’ may be better served by admitting we don’t know and then working together on potential solutions.

This understanding of change as emergent and systemic is not always easy to explain to colleagues and it may be hard to justify or have a sense of progress when working within this frame.

The change will be continuing, as sustainability is not an end state but a continual journey of improvement against ever increasing public perceptions of what is expected. This is a hard sell within an organisation!

I tend to work with people who have a common view that we are a catalyst for systemic change and our role is to convene and enable others to take innovative action towards that . . . this view is not shared by everyone in the organisation and this is where the tension comes in and the need to translate our work.

We are stuck in a world where mechanistic, linear approaches are foisted onto complex, systemic problems. This is where the tension lies for those involved in bridging this.

Some conclusions

• Our change agents believe that a very great deal of change is needed, to get on to the path to sustainability.
•  They see change happening in their own organisations, but most of them do not think this change is rapid enough or seeks to go far enough.
• Our change agents do experience tensions. The biggest is the concern about the pace and scale of change in their organisation, and the second biggest is the difficulty of finding solutions which have both a business case and a values case.
• Some change agents find the paradigm of ‘solutions’ unhelpful: they see the change endeavour of which they are a part as systemic and emergent, rather than incremental and linear.
• This in itself can lead to tensions: how to tell if progressis being made, how to keep up colleagues’ morale and how to sell this approachto colleagues.
• Deciding the focus of change efforts and being a person who sees sustainability as ‘more than just a job’ are not a source of significant tension for most change agents, although many experience these tensions from time to time.

Fortunately, our change agents are not daunted by these tensions: they accept them as something which goes with the territory.  Keep on keeping on, please!

This blog is based on "What's it like from the inside? The Challenges of Being an Organisational Change Agent for Sustainability" by Penny Walker, published in Greener Management International 57, May 2012.

Update

There's a fascinating account of the results of a much more in-depth piece of research by Christopher Wright, Daniel Nyberg and David Grant of the University of Sydney.  They interviewed thirty six people who were "were either in designated positions in major Australian and global corporations as sustainability managers, or were working as external consultants advising about environmental sustainability", which is a similar set of professionals as in my survey.  They distilled (or discerned) three distinct but related 'identities' : green change agent, rational manager and committed activist. They also found five narrative 'genres': achievement, transformation, epiphany, sacrifice and adversity.  Well worth a close read, especially if you are a 'hippy on the third floor'.

Changing travel behaviour

Here are some fascinating examples of staff behaviour change initatives, particularly about travel, which have been carefully thought through, using creative responses to the elements which might enable and discourage the new desired behaviours.  I've analysed them using the six sources of influence framework which still feels very intuitive and helpful to me, a few years after I first came across it.  (There's a very useful summary here.) This article was published in the environmentalist on paper and on line, last month. The article didn't have room for the table below, so when you've read it, come back and see this more systematic matching of actions to sources of influence in the case of Akzo-Nobel's sales team car travel.

	Motivation	Ability
Personal	Using the sales forces’ existing strong competitive instincts and love of gadgets.  Not using eco-awareness as a motivator.	Provide targeted training.
Social	Popular simulator game, competing for highest mpg.	Not used for this behaviour change.
Structural	One for the future – considering how to incorporate a fuel-efficiency aspect into the reward scheme.	Fuel-efficient choices and real-time mpg displays in cars.

The article was written some weeks ago, before the encounter with a disgruntled staff member which I blogged about here.  (Neither of the organisations in the article is the one in that blog.)

Pondering on the approaches take by Lloyds and Akzo-Nobel would have avoided this response, I'm thinking that this is probably less about the specific initiative, and more about the sense of alienation that staff have from the organisation they work for.  If you're grumpy generally about your workplace, then an initiative like the low-carbon diet will exacerbate and provide a focus for that anger.

Greenwash or win-win?

Trewin Restorick at eco-behaviour NGO Global Action Plan has also blogged recently about staff travel.  A good period of internal engagement prior to setting up systems and initatives - to make sure that incentives and polices are aligned rather than contradicting each other - seems needed, given some of the insights he describes.  He makes an interesting point about greenwash - in this case, dressing up a travel reduction initative as an environmental benefit when it is 'really' a cost-saving measure.  This is in contrast with Paul Turner's experience, described in my article, of seeing the dual-benefit as a win-win which enables Lloyds' to appeal to different groups of staff.

A-Z of CSR - change management

A while back, that unstoppable author on CSR Wayne Visser invited me to write an entry on change management for the updated 2010 edition of his A-Z of Corporate Social Responsibility. What a great opportunity!  Not having a very clear picture of the readership, I began by justifying the inclusion of the topic.

Some businesses are very good at CSR. Others find it a struggle or are only just beginning. If you want to improve an organisation, then you want to change it. Sometimes the scale of improvement which environmental champions or others want to see is quite large. So far-reaching organisational change may be desired.

What do we know about how organisations change, and how organisational change can be managed - or catalysed and steered?

The article goes on to contrast ideas about planned organisational change with perspectives which see change as an emergent phenomenon.  It also looks at what changes, when an organisation changes, drawing on Schein's three levels of culture.

And as you'd expect, there are signposts to some practical advice.

What did I miss?

If I'm asked to do an update for a future edition, what changes should I make to the article?

Further reading

You can buy a copy here (NB Amazon don't seem to be able to distinguish this 2010 edition from the previous edition).

I've also posted a slide show which develops some of these thoughts, which you can reach via this blog entry.

What does sustainability mean to your organisation?

When the new editor of the environmentalist, Paul Suff, asked me to write a kind of 'how to' article on understanding what sustainability means to an organisation, it took me some time to figure out how to make it fit into a two-page article. I'm pleased with the overall framework, and the questions which it seems to all boil down to:

• What's the best thing we can do?
• What's the best way we can do it?

“Ask yourself what sustainability means for your organisation, because finding the answer is one of the biggest contributions you can make to building a sustainable future.  

When you ask what sustainability means for your organisation, you are effectively asking: “what’s the best thing we can do?” and “what’s the best way we can do it?”.  These questions get to the heart of the organisation’s purpose and activities, daring us to reinvent them for the world of tomorrow, where the purpose responds perfectly to the environmental and social context and is delivered with the best possible impacts.  You will find the answers in conversations with other people: colleagues, critics and stakeholders”

See what you think: access a pdf of the article here.

This is the first edition of the environmentalist under its new editorship, and you can access the whole mag for a limited time here.

One for the Dads

I'm not a great one for 'top' lists.  ('To do' lists are an entirely different matter.) Perhap it's a girl/boy thing: my life partner loves nothing better than to update his bird list,  flick through the cricket statistician's bible Wisden, or relive his youth by combing down indexes of obscure Clash gigs.

As for me, when my kids ask me what my top three favourite songs are, I'm really stumped.  I don't think I'd even be able to narrow it down to the eight specified by Desert Island Discs.

So I wasn't that interested when the Cambridge Programme for Sustainability Leadership and Greenleaf published The Top 50 Sustainability Books.   In fact, it wasn't until I actually had a copy to take home from a workshop that I realised its great value.

Because of course it's so much more than a list.  Each book in the top fifty is summarised, and its ideas put into a wider context. The author(s) are profiled, there are some choice extracts and reflections from the authors about the impact of the book.

Well-known classics like Silent Spring and Small is Beautiful sit next to more recent and more obscure : Heat, and The Chaos Point.

Wayne Visser and Oliver van Heel have done a great job, creating a pass notes summary and bluffers guide to some absolute classics.  The book helps the busy reader understand key ideas in the sustainability field, reminds them about what they've already read - sometimes years ago - and introduces them to some new thought leaders.

So I'm happy to discover that my initial reaction was wrong.

Off to begin my list of books I should have paid attention to first time around...

Update: May 2011

Wayne has been blogging about an updated list, noticing trends towards more practical titles and an increase from a low base of women authors. See here.

Iconic, not incremental - the history of a leap forward

At an action research seminar organised by Bath University, Dr Gill Coleman shared a work-in-progress: a learning history of the iconic eco-factory built by MAS Intimates in Sri Lanka. By coincidence (if you believe in it), someone from MAS had been a student on the Post-Graduate Certificate in Sustainable Business (on which I was a tutor) so I was intrigued to listen to this detailed inside story.

I've written more (in the environmentalist) about learning histories as an 'intervention', and about the eco-factory here .

Sustainable tourism - whole-company training

From time to time I've been invited to work with Jane Ashton and her team at First Choice, now part of TUI Travel plc.  Jane understands the importance of enabling sustainable development to leave the safe haven of the CSR team, and spread virally through the organisation. One way that First Choice encourages this is through tailored training for people in different parts of the organisation, whether they work in retail shops, in holiday destinations, liaising with local suppliers of accommodation and activities, or in teams that dream up the new products to sell to holidaymakers.  I was delighted to be asked to work with Jane's team and the Travel Foundation to develop this training.

Once piloted by First Choice, the training courses and materials were made generic, so that any similar business in the sector could use them.  This won't just help staff become more aware of sustainable tourism, it will also help them plan together how to rethink their own businesses to make them more sustainable.

You can access those training materials here.

The greening of Corporate Social Responsibility

Most often, corporate action around sustainability issues is looked at as if the organisation is a single discrete entity, making decisions by itself. While this is convenient for discerning general patterns and for traditional management theory, itʼs not the way it appears to me in my day-to-day work with change agents. For example, Tom Lyon and John Maxwell talk about the usefulness or otherwise of companies including environmental activities under their CSR umbrella. Their post, understandably given their interest in the level of overall society rather than the micro of what happens inside organisations, concentrates on whether voluntary activity by companies might work against a potentially more effective approach of government regulation.  That's an interesting debate and one which I've seen first hand when I was the expert rapporteur for the European Commission's Round Table on CSR.

But I'm interested in the lived experience of individual actors.

So, what if we look at this from the point of the view of the individual change agent?

If I'm in a company, and I'd like to get it to begin shifting towards sustainability, then I'll look around to see where the opportunities might be.

If there's already an active CSR programme of some kind, then I might see this as a useful initiative to piggyback on or link in with.  Perhaps I can build in operational environmental improvements to a CSR programme which currently is little more than philanthropy.  Or perhaps the CSR team would appreciate support in making their community activities more related to organisational strategy.

Getting involved in existing activities gives me the legitimacy to be part of the conversation about how they can be made more strategic, more mainstream and more ambitious.

Being part of the conversation is critical if we're to add tinder to the sparks of positive intent which will be present where people are doing CSR.