A mindset is a prelude to a habit that subsequently becomes an automatic behavior. A sustainability mindset can be loosely defined as trying to live life bearing the bigger picture in mind, (also known as 'systems thinking' where the interconnectivity of systems/organisms is valued).
In other words, being conscious of the impact of your actions on people, the environment and social justice. Awareness of our impact on the bigger picture helps us to make adjustments to the way we live our lives in regards to the choices we make. This level of awareness gets us to better align with whatever sustainable issues are closest to the values we believe in.
For example, I really want to have a positive impact on the environment as well as on animal life, therefore a sustainable adjustment I could make is to start reducing my meat intake.
Addressing habits and behaviours that you feel you can modify in baby steps is a good starting place when wanting to develop a sustainability mindset.
A new mindset starts with you. We can spend a lifetime expecting others to change their behaviors - but since you can only truly control your own behavior – it’s good to begin there. Sustainability is an extremely complex societal goal, and sustainable behavior often involves such a change from how we live life in today’s world that setting it up can seem difficult. Don’t look for perfection; instead, look for generating change in small, manageable and incremental steps.
Living sustainably is a journey that takes times. Celebrate the wins and keep at it. Don’t get too hard on yourself when there are setbacks. The accumulation of small steps is the best way for inching forward to a new set of behaviors and habits. Don’t look for perfection in others - not even big companies - for them, too, it's a journey, (for a while, some plastic cups might remain!).
1. Decide to pull your head out of the sand and start becoming more conscious of your lifestyle habits.
2. Do an online test to assess your carbon footprint, e.g., WWK Footprint Calculator.
3. Get into the habit of regularly looking at your own data, as well as the data of the companies and brands you interact with.
4. Cultivate a learning mindset that gets you informed about sustainable issues. A sense of agency comes from feeling informed.
5. Start thinking in terms of consquences to your choices. e.g., What's the real human and environmental cost of these cheap prawns?
6. Make one small change that you are comfortable with, e.g., one less flight per year, one less item of clothing bought new, more locally sourced food, less plastic, etc.
7. See if collaborative government initiatives exist at local or national level. If none, think of creating some.
8. Beware of marketing campaigns that offer empty solutions. Remember: marketing is not data.
9. Continue taking measurable small steps that make you feel like you're progressing. Stay kind and positive with yourself.
10. Focus on the world you want to see.
Sustainability today is an investment for many reasons, not least because changing customer attitudes are now beginning to favor products that respect an authentically sustainable production value chain. In brief, sustainability makes your brand more attractive. But for many businesses, the results are not always immediate.
Hence, it's best not to look at the financial results on an annual basis. Instead, incorporate intangible returns on investment; for example, research has proven that more diverse leadership teams can impact a company having better financial results. Though it is hard to quantify, do keep these types of wins in mind.
However, as a business, you can always measure your impact. Collect the low hanging fruit within the budget available, e.g., change your energy production (solar panels, cleaner sources, passive cooling). In an F&B context, ask yourself what’s the one high volume product that’s bad for the environment, i.e., that comes from far and isn't fair trade? Think of switching to something more local even if it might be more expensive at first. Over time, it will have an impact long-term.
These small initial gestures towards sustainability can create a more loyal customer base, especially if clearly and honestly communicated.
Greenwashing is when someone communicates loudly on initiatives that in reality have a low impact and do nothing substantial for sustainability. If you are doubtful of a company’s authenticity, look for the data! Companies that really claim to act sustainably are able to measure their results, and these results should be easy to find, e.g., either in an environmental & social report or on their website.
As a company, the role of communication is key to showcasing what real steps you are taking. It's important to communicate authentically across all the supply chain journey so that your customers can see the level of your engagement from A to Z. Being honest about about any shortcomings is actually something that can gain customer appreciation as they see that you are open about where you've succeeded and where it's still a work in progress.
Operational issues can be difficult, and admittedly, most companies go after what has the biggest impact - which is not always the visible stuff. Hence, data is key. The antidote to greenwashing lies here.
Responsible consumerism
The cycle of massive consumerism followed by subsequent massive disposal is not sustainable - this is a simple fact. And although the human brain is not wired to link small choices to big consequences, developing habits that lead to responsible consumerism is actually not so hard. By starting with some self reflection, data-based analysis and a lot of patience, one can begin to usher in new sustainable habits thanks to a few small gestures which can slowly be increased.
Ideally, our default setting should automatically be the most eco-friendly option, but it takes a while to develop such a well toned sustainability muscle. Decreasing negative judgement on the state of the world and increasing personal self reflection on an individual basis helps to get the building blocks started on a manageable foundation. It's important to stay positive and focused, and avoid getting despondent.
Sustainability requires collaboration – you can’t do it alone, but your contribution is key.