How to Create Change in a Conservative Culture: “The debate is over. Evidence abounds that companies can improve their financial bottom line by looking out for the other two-thirds of their triple bottom line. So if sustainability makes so much sense, why isn’t everyone doing it?

The hurdle is not the hard facts so much as the soft ones. Companies, like people, have personalities. Some are progressive, but most are conservative. When it comes to sustainability, the progressives get a lot of press, but in reality, they are the exceptions to the rule.”

(Via GreenBiz.)

What struck me about this article was Anna’s case study of St. Mark’s School of Texas and the actions of its champion, Dan (a very savvy and diplomatic individual).

Note: Conservative culture relates back to the generally risk averse nature of humans. If you want them to change you’ve got to make it as easy and risk free as possible (while still achieving significant results). Mind you, it’s a slow process. My only issue – we’re running out of time…

People

The green programs that gain traction, when compared to the ones that produce lackluster results, are created through one person or team exhibiting these traits:

1. Personal Commitment: passion, drive and tirelessness is key

2. Education: no brainer there, ain’t the whole story of course.

3. Collaboration: Make sure your actions meet the needs of different groups as well as being environmentally oriented.

4. Enthusiasm: fun and enthusiasm. I got to admit, I’ve got to work on the fun part (laughs).

If one wanted to give this an acronym, I guess you could call it P.E.C.E (grins) [Joel, Anna, I'm surprised you haven't dubbed this by now!]

Strategy

Joel states 6 things that you have to demonstrate to be able to change conservative culture.

1. Top-level support: the leaders have to be aligned with the initiative.

2. Management level and administrative support: you need the right hand people and guys who will act on the leadership’s direction to also agree. They need to believe and be motivated. Ah culture…

3. Minimal risk: like I said before…

4. A clear path: give them a road map and case studies of where it’s been done before.

5. Bottom line value: there has to be a short payback period (how short? good question…) and clear return on investment (ROI) i.e. what are they going to get out of this? And it has to be something significant.

6. Political awareness: You need to know the people that you’re helping and trying to convince. You need to involve the right people early on or at the right time especially if money or behaviour changes are needed.

Be Sociable, Share!

• 

Technorati Tags: change, conservative, culture, greening business, human nature, progressive, risk averse