Ethics, Sustainability … and the blame game

by | Apr 25, 2024 | Diversity of Thought, Leadership Matters, Sustainability

The intersection of ethics, sustainability, and leadership has become a focal point for organizations aiming to thrive in the long term. It has always been my company’s focus. However, what should ideally be a collaborative effort toward a brighter future often subsides into a blame game, where proponents of these approaches are labelled as sanctimonious saints or as blame-shifting shamers. There is certainly a whiff of this in some places where I give talks.

In this blog, I will examine this and explore how it affects the collective journey toward a more ethical and sustainable world.

 

Ethics and Sustainability – more than buzzwords

Ethics and sustainability are no longer mere buzzwords; they’re imperatives for businesses (and so much more).  Embracing ethical practices and sustainable initiatives isn’t actually about altruism.  Instead, it’s about securing a viable future for their business and its customers, for years to come. Leaders who recognise this reality are often at the forefront of change, advocating for responsible business practices and environmental stewardship.  They know it makes good business sense.  People want to “buy good”, to make themselves feel better, as well as make a difference to the planet or their local community.

The trouble is, despite best intentions behind these efforts, these business leaders sometimes become entangled in a web of judgment and finger-pointing. Those who champion ethics and sustainability are sometimes perceived as holier-than-thou figures.  Some people see them as flaunting their moral superiority for praise and validation. This perception can breed resentment among those who feel judged or inadequate in comparison.

Furthermore, there’s a disappointing tendency to demonise these same leaders, if they are perceived as falling short in their ethical or sustainable endeavours. Instead of fostering understanding and collaboration, this approach can alienate potential allies and perpetuate a cycle of defensiveness and hostility. It can also lead to endless rabbit-hole investigations to prove that someone in their company misused a paperclip in 2003, or any other irrelevant minutiae which could undermine the message.  The message is, after all, threatening.  There are $billions globally tied up in all the business interests that pollute geographies or subjugate communities.

 

Moving from blame-game to shared learning – some thoughts

So, how do we break free from this blame game and foster a more constructive dialogue around ethics, sustainability, and leadership?

 

  1. First and foremost, it’s crucial to recognise that no one is perfect.

Ethical and sustainable decision-making is complex and often involves trade-offs and compromise. There are many parts of the sustainability movement that pursue the ultimate purist solution and miss out on the day-on-day progress possible right under their noses.  Rather than aiming for perfection, business leaders should focus on progress and continuous improvement. Improvement that they can see, measure and explain to their stakeholders (staff, community and customers). I would also recommend they celebrate small victories and learn from setbacks, keeping the long-term vision in mind.  “Eye on the prize, people!”

 

  1. Moreover, fostering empathy and understanding is essential.

Recognise that everyone is on their own journey, and change takes time. Instead of vilifying those who haven’t fully embraced ethics and sustainability, seek to understand their perspectives and challenges. What are the competing priorities and market conditions they are undergoing? Empathy builds bridges and opens the door to meaningful conversations.  Here again, it can also be used, skilfully and ethically, to help customers understand what is going on within the business.  This builds that relationship with the market which is the Holy Grail of marketing, after all.

 

  1. Furthermore, leaders must lead by example.

Actions speak louder than words, and demonstrating a commitment to ethics and sustainability through tangible initiatives speaks volumes. Whether it’s reducing carbon emissions, promoting diversity and inclusion, or championing fair labour practices in any part of their global operation, embodying these values sends a powerful message to both internal and external stakeholders. Increasingly it is also important to their shareholders.

 

This last point is important.  Hiding in the Global North and commissioning cheap clothing from sweatshops in the Global South that pollute local rivers and are deathtraps in terms of building safety, is greenwashing.  Let’s name it and, yes, shame it.  We DO need to be free to call out poor, dissembling behaviour.  There is a world of difference between pointing out lies, and criticising a business for not having made enough progress but understanding their journey and supporting them to achieve targets.  Investors increasingly want to look good – greenwashing doesn’t.

 

  1. Additionally, education and awareness are key.

Many people may not fully understand the implications of their actions or the benefits of adopting ethical and sustainable practices. If it was easy and cheap, don’t you think people would have done more of it by now?!   By providing resources, training, and transparent communication, leaders can empower individuals to make informed choices and contribute to positive change.  Their staff are the best ambassadors for sustainable change and can be empowered to live and breathe the message, really “being the change”.

 

  1. Collaboration is also essential.

No single organisation or individual can solve the complex challenges we face alone. By forging partnerships and working together toward common goals, business leaders can leverage collective expertise and resources for greater impact. This is again challenging, where business has traditionally operated a cut-throat competitive economic model of growth – and growth at the expense of the competition. Collaboration fosters innovation and accelerates progress toward a more ethical and sustainable future.  And increasingly, business leaders are seeing the power of this collaboration, in saved costs, better product design and improved market longevity.  Finally, it’s cool to “collab’ “!

 

  1. My last observation is that it’s crucial to cultivate a culture of accountability and transparency.

Rather than live in fear of social media keyboard warriors and lazy hacks, genuinely holding themselves and others accountable for their actions enables leaders to seize the initiative. In doing so, it enables them to do it with compassion and a focus on growth rather than blame.  There is an emphasis on collective endeavour, rather than the Lone Ranger hero.  Transparency builds trust and credibility, laying the foundation for meaningful transition to sustainability.  It also sells, and sells well.

 

Ethics and Sustainability in practice

In my own personal situation, I navigate the tensions between being “Saint Astrid of the Wind Turbine” and being seen as a finger-wagging harpy the best I can.  The journey toward ethical and sustainable leadership is fraught with challenges, for everyone.  I run a micro-consultancy, linked to a domestic dwelling.  I can’t prove my energy efficiency, I don’t qualify for grants.  In short, it is hard for me to walk to talk in many ways.

Nevertheless,  my job is as much selling the possibilities and opportunities as it is supporting leaders to find their roles easier.  And what possibilities and opportunities! By transcending the blame game and embracing empathy, education, collaboration, and accountability, I am seeing more and more business leaders navigate these complexities successfully.  They make more money and have a happier workforce.  Doing good, well, really is a great way to keep your staff as well as your customers.  Ethical sustainable leadership pays – eventually.

I am privileged to play a part in this for some.  If this blog has given you food for thought and you would like a chat about how I support leaders to transition toward sustainability in their business, please get in touch.  I would be happy to help you too.

Image credit: Torsten Dederichs on Unsplash