{"id":615,"date":"2021-12-02T15:39:00","date_gmt":"2023-10-18T15:39:50","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=615"},"modified":"2023-10-18T17:35:27","modified_gmt":"2023-10-18T17:35:27","slug":"a-simple-way-for-any-canadian-businesses-to-kick-off-a-sustainab","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/a-simple-way-for-any-canadian-businesses-to-kick-off-a-sustainab\/","title":{"rendered":"A Simple Way For Any Canadian Business To Kick Off A Sustainability Strategy"},"content":{"rendered":"\n<p>Few Canadian small and medium-sized businesses will map out a complete sustainability strategy in a single session. The sheer magnitude of issues \u2014 such as those threatening our climate \u2014 can make it difficult to determine all the actions a company should take, and in what order.<\/p>\n<p>That\u2019s why Bina Venkataraman has come up with what might be called a \u201cminimal viable action\u201d for business leaders to begin their sustainability journey. <\/p>\n<p>It doesn\u2019t cost anything, other than time. You don\u2019t have to have any specialized skills or a background in environmental studies. You just need imagination, and commitment to see it through.<\/p>\n<p>Speaking during <a href=\"https:\/\/www.salesforce.com\/ca\/form\/conf\/event\/growing-with-purpose\/?leadcreated=true&amp;redirect=true&amp;d=70130000000sUVq&amp;nc=7013y000002NoC5AAK\">Salesforce Canada\u2019s Grow With Purpose: Sustainability<\/a> virtual event, Venkataraman \u2014author of The Optimist\u2019s Telescope: Thinking Ahead In A Reckless Age \u2014 suggested sustainability efforts could begin by writing a letter.<\/p>\n<p>This could be a letter to your future customers, your children or even yourself, she said. Just write it within the intention that it be opened 25 years from now. Write about what you recognize as the challenges facing our planet, and the future you hope to leave behind. <\/p>\n<p>\u201cIt\u2019s a way of stoking empathy, where you think through your impact on your community and the planet and how that\u2019s being influenced by the decision you\u2019re making today,\u201d Venkataraman said. \u201cIt\u2019s almost like sitting in a rocking chair by the fire with yourself.\u201d<\/p>\n<h2><b>Urgent Priorities For A Planet In Peril<\/b><\/h2>\n<p>Companies may need to take that time for reflection, given all the choices in front of them and the action plans being drawn up by governments all around them. <\/p>\n<p>At the recent <a href=\"https:\/\/ukcop26.org\/cop26-goals\/\">COP26 summit hosted by the United Nations<\/a> in Glasgow, for instance, some of the commitments included:<\/p>\n<ul>\n<li>\n<p>A pledge to reduce global methane emissions by at least 30 percent from 2020 levels by 2030. <\/p>\n<\/li>\n<\/ul>\n<ul>\n<li>\n<p>A commitment to reverse deforestation by 2030. <\/p>\n<\/li>\n<\/ul>\n<ul>\n<li>\n<p>A call to \u201cphase down\u201d the use of unabated coal and other fossil fuels<\/p>\n<\/li>\n<\/ul>\n<p>According to Patrick Flynn, Salesforce Canada\u2019s vice-president of sustainability, it\u2019s important for companies across Canada to recognize the role they play in helping to achieve these ambitious goals. It should also be a part of any discussions they have about how they want to manage and grow their business over time. <\/p>\n<p>\u201cNothing is going to determine whether that strategy succeeds or fails like its alignment to climate,\u201d he said. \u201cWe should see (sustainability issues) as a way to handle and really think through how we\u2019re going to face those, long-term strategic forks in the road.\u201d<\/p>\n<h2><b>Looking Beyond The Short-Term<\/b><\/h2>\n<p>Companies have often struggled with this, Venkataraman said, because as humans, we tend to have a cognitive business against thinking about issues like climate change. They seem like a long way off and involve too many variables that are out of our control. <\/p>\n<p>The letter-writing exercise is useful because it\u2019s one way of beginning to imagine the future as though it has already happened, she said. <\/p>\n<p>\u201cIt\u2019s where you can begin trying to identify the areas where you have the influence,\u201d she said. \u201cOnce you start building that idea of the future out beyond yourself, you might discover you have more agency than you might expect.\u201d<\/p>\n<p>A good example of individual agency is by helping to set norms for others. Think about how smoking indoors went from an everyday occurrence to a socially unacceptable act, she pointed out. The same could happen with sustainability, where companies no longer see sitting on the sidelines as an acceptable business practice. <\/p>\n<p>Flynn agreed, noting that sustainability needs to take into account all the stakeholders who are affected by the current challenges. <\/p>\n<p>\u201cClimate change is first and foremost about equality,\u201d he said. \u201cIt\u2019s those with the least who suffer the most. Tragically, it\u2019s also those who have done the least to help us avoid these circumstances who are destined to bear the worst brunt of it.&#8221;<\/p>\n<h2><b>How Technology Helps Business Become The Greatest Platform For Change<\/b><\/h2>\n<p>Fortunately, there are tools available to begin gathering all the data necessary to address issues like climate change, and to make sure any actions companies take have long-term impact. <a href=\"https:\/\/www.salesforce.com\/ca\/products\/sustainability-cloud\/overview\/\">Salesforce\u2019s Net Zero Cloud<\/a>, for example, was based on a tool Salesforce developed internally to measure our own carbon footprint. Flynn said companies of any size can now use it to pursue meaningful changes. <\/p>\n<p>This may mean changing what companies measure as well as what they reward, Venkataraman said. Rather than focus solely on quarterly profit margins, for instance, businesses could begin to look at how they\u2019re managing to reduce emissions in their supply chain as well. In some cases, this may lead businesses to seek out different kinds of investors, she added \u2014 those that see sustainability as equal in importance as profits, and who will hold business leaders accountable. <\/p>\n<p>\u201cIt used to be much more of an uphill battle sitting down with companies and CEOs and talking about the risks of climate change,\u201d she said. \u201cThere\u2019s now a broader understanding that these are challenges that affect all of us, and they affect the bottom line. That conversation has really changed. I see that as a really positive thing.\u201d<\/p>\n<p>\u201cThere\u2019s never been a more positive impact available to any human being than even one hour that\u2019s spent on climate action,\u201d he said. \u201cCustomers\u2019 expectations around this are changing. The approach companies take on sustainability will shape which businesses succeed into the future.\u201d<\/p>\n<p>&#8212;<\/p>\n<p><i>Learn more about how Canadian companies are putting sustainability front and centre by reading <a href=\"https:\/\/www.salesforce.com\/ca\/blog\/2021\/11\/how-deciem-is-proving-its-commitment-to-sustainability-is-more-t.html\">our earlier post on GWP: Sustainability featuring DECIEM<\/a>.<\/i><\/p>\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/ca\/en\/authors\/\"><\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn small steps for business leaders looking to begin their sustainability journey.<\/p>\n","protected":false},"author":1,"featured_media":617,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[1],"sf_content_type":[],"coauthors":[2],"class_list":["post-615","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-small-business"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>A Simple Way For Any Canadian Business To Kick Off A Sustainability Strategy - Salesforce<\/title>\n<meta name=\"description\" content=\"Learn small steps for business leaders looking to begin their sustainability journey.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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