A West Coast Perspective On Sustainability

By Andrew Wilson

Stephen Covey, the best-selling American author, wrote that “strength lies in differences, not in similarities.”

I was reminded of this sentiment as I reflected on what I have learned from spending the past month living and working in San Francisco.

As corporate citizenship moves ahead with establishing a strong presence on the West Coast of the U.S., I have had the great opportunity to spend time here talking to a wide range of companies on what sustainability means to them.

In my view, it is the differences between the companies I have met that is the key to explaining the vibrant and innovative approaches to corporate responsibility I am hearing about.

For some companies, the most important driver of success is employee engagement. People in San Francisco talk a lot about the “war for talent." This is not simply confined to the tech sector where skilled graduates are fought over with bigger pay checks and better perks.

Across a range of industries, people now acknowledge that a company’s wider reputation and the values it displays can be a differentiating factor in recruitment decisions. So sustainability and citizenship programs are aimed firmly at employees (and prospective hires) with some amazing results in terms of participation rates.

For example, in 2013 Bank of America set itself the ambitious target to achieve “2 Million Connections for Better," through its volunteer efforts across the globe. The goal was achieved when employees achieved a record 2 million volunteer hours in that same year.

Other organizations focus their efforts on wider aspects of economic and social development in countries across the globe. Chevron explicitly recognizes that its “business success is deeply linked to society’s progress.” As such, the company runs an impressive program of investment in economic development, health and education that goes way beyond ‘old style’ philanthropic activities. This is socio-economic development at the cutting edge; working with local governments, NGOs and communities to remove barriers to economic success for people living in the communities where the business operates.

In addition, there is a small but growing group of companies that are keen to talk about their wider purpose in society. They recognize that the products and services they bring to market can, if applied in novel ways, bring about dramatic social benefits beyond those for which they were originally intended.

NVIDIA is the visual computing business that invented the graphics processing unit (GPU). The company now collaborates with academics, scientists and other businesses to apply the power of the GPU to explore solutions to a wide range of social and environmental challenges including cancer treatment; HIV research; safer, smarter cars; and even better earthquake preparation.

So what is it that links these different examples of good practice among businesses operating here on the West Coast? I think there are four factors that each of these companies demonstrates in their approach to sustainability and citizenship:

1. A high degree of “intentionality” – By this I mean that the programs these companies have developed are all driven by a strong, strategic intent. From the leadership of the business downwards, there is a clear intention to deliver a program of activities that makes sense for the business, aligned with the context in which the company operates.


2. Targeted audiences and specific goals – This should be the hallmark of any sustainability initiative, but it’s not always the case. For the companies featured in this short article, however, each has clear objectives for what it seeks to achieve with its sustainability initiatives.


3. Assessing outcomes and impacts – Each of these companies has a different approach to measurement and evaluation. However, they all display a strong desire not simply to describe what they do, but to measure how their activities are bringing about positive social and environmental change.


4. A well-defined link to the business – Finally, in each case there is an obvious connection between the approach to citizenship and the core business strategy. Without necessarily using the word, the concept of materiality is at the heart of what these companies are doing, recognizing what is important for the long-term success of the business.

In four short weeks I can only hope to have scratched the surface of the range of activities taking place here. But from these initial meetings, discussions and reflections it is clear that businesses in California are rising to the challenge of defining their place in society.

Diversity and difference may predominate, but there are common threads that link all of this together. Whether they are delivering a best-in-class community investment programme or developing technological solutions to some of the world’s most pressing problems, companies here are taking action – and to great effect.

Image credit: Flickr/kevcole

An economist by training, Andrew Wilson has a 20-year track record in consulting on sustainable development. He is a Director at Corporate Citizenship, a specialist global corporate responsibility consultancy. His work involves advising senior managers in a range of multinational companies helping them to develop a strategic approach to corporate citizenship. Current clients include: Abbott, AMEC, the European Investment Bank and UNICEF.

Andrew has written a large number of influential reports on many aspects of corporate citizenship. He has presented to a wide range of prestigious international conferences organised by institutions including the United Nations, the International Labour Organisation, the Russian Managers Association, the European Commission and the Business Institute for Sustainable Development in Korea. Currently based in San Francisco, Andrew is helping to develop Corporate Citizenship’s business on the West Coast.