2011 Lecture Sustainability

Change the Game Sustainable Development & Projects

A.J.Gilbert Silvius, September 2011

Research Centre forInnovations in Health Carewww.kenniscentrumivz.hu.nl

• Sustainability is a problem for the world

• Sustainability as a problem is over-hyped and exaggerated

• Companies misuse sustainability for marketing purposes

• The concern for a sustainable future changes my thinking and my behaviour

Shell today

Contributing to sustainable development is integral to the way we do business

Unilever

• Marketing?

• Lip-service?

• Hype??

• Fake??

• Is there actually a problem?

• Global warming?• Sustainability?• Poverty?

Global warming?

• Is there actually a problem?

• Global warming?• Sustainability?• Poverty?

Some Structural DriversChanging Society

Main driver 1Houston, we have a problem

History

The 20th century

WARfrom

The 20th century

The challenge

How to live a comfortable life with 9 billion people on

the planet?

Natural resourcesThe PEAK concept

FromMORE = MORE

ToMORE = LESS

Natural resourcesThe PEAK concept

Natural resources

MORE = LESS

The challenge

How to live a comfortable life with 9 billion people on

the planet?

The challenge….…… potential answers

• It’s not true / Denial

• Technology will solve the problem!

• Do we really need 9 billion people?

• Do all 9 billion people need the same consumption level?

• Should we change our patterns of consumption and production?

The challenge

Which patterns of consumption and

production allow us to live a comfortable life

with 9 billion people on the planet?

‘In essence, sustainable development is a

process of change

in which the exploitation of resources, the direction of investments, the orientation of technological development and institutional change are all in harmony and enhance both current and future potential to meet human needs and aspirations’ (UN, 1987)

Main driver 2Size matters

With sizecomesinfluence comes responsibility

Main driver 2Size matters

Let’s realize

• Companies may be part of the problem

• But they are certainly part of the solution!

• Companies have– Resources– Expertise– Assets– Technology– A responsibility?

• What can companies do

to contribute to sutainable development?

Corporate responsibility

From: Less bad

To: Good

Less poluting resourcesBetter isolated buildingsBetter safety clothing

Sustainability as a strategyProducts that make our clients more sustainable

From: Less bad

To: Good

Less poluting resourcesBetter isolated buildingsBetter safety clothingBusiness Resources

BusinessProcesses

BusinessModel

Products/Services

The strategies, actions and processes through which a company makes its contribute to sustainable development in concert with other actors

* This is modern strategic corporate responsibility is consistent with ISO26000 (draft) it should not be confused with corporate philanthropy and corporate community involvement as developed in the USA in 1970s and 1980s and still practiced today

ISO 26000

ISO standards

Guidelines Normativestandards

ISO 26000Principles of Social Responsibility• Accountability

– Should be accountable for its impacts on society & the environment• Transparency

– Should be transparent in its decisions & activities that impact on society & the environment.

• Ethical Behavior– Should behave ethically at all times.

• Respect for Stakeholder Interests– Should respect, consider & respond to the interests of its stakeholders.

• Respect for the Rule of Law– Should accept that respect for the rule of law is mandatorymandatory.

• Respect for International Norms of Behavior– Should respect international norms of behavior, while adhering to the principle

of respect for the rule of law.• Respect for Human Rights

– Should respect human rights and recognize both their importance & universality

Schematic Overview

Main driver 3We are naked

Main driver 4The civic society

‘In essence, sustainable development is a

process of change

in which the exploitation of resources, the direction of investments, the orientation of technological development and institutional change are all in harmony and enhance both current and future potential to meet human needs and aspirations’ (UN, 1987)

Sustainability

Projects

Innovation / Change

Sustainability

Projects

Sustainability

Projects

Sustainable development

World Commission on Environment and Development (the Brundtland Commission): "forms of progress that meet the needs of the present without compromising the ability of future generations to meet their needs."

The Triple Bottom line

People, Planet, Profit

The 6 key principles of Sustainability

Sustainability is about…• …balancing or harmonizing social, environmental and economical interests

• …both the short term and the long term

• ...local and global

• …consuming income, not capital

Consuming income..

The 6 key principles of Sustainability

Sustainability is about…• …balancing or harmonizing social, environmental and economical interests

• …both the short term and the long term

• ...local and global

• …consuming income, not capital

• ...transparency and accountability

• ...personal values and ethics

We need to change the way we view things

In order to change the way we do things

Nelmara ArbexGlobal Reporting Initiative

Questions ?

Thank you!!! for your attention and input!

2011 Lecture Sustainability

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