Executive coaching can help leaders in the practice of corporate social responsibility (CSR) and sustainability.
In the last few decades, CSR has become a focus for organizations seeking to prove the work they do is good for society and environmentally sustainable. After all, the benefits include building corporate goodwill, improving the company’s brand reputation, increasing customer loyalty, motivating employees and protecting resources that are important to everyone.
However, the public is quick to expose and ridicule companies determined to be exaggerating their CSR efforts or lying about them. This intent to mislead clients and others is contemptuously referred to as “greenwashing” their products or practices.
Through executive coaching, leaders can take steps to put meaningful changes in place that guide operations so that products and services are truly eco-friendly, ethical and help make the community a better place.
Executive coaching can play an important role because true sustainability starts at the top. Coaching is a way to:
Promote Sustainable Business Practices
There are ways executive coaching can help encourage leaders to deepen their understanding of CSR and the importance of good environmental stewardship. By asking curious questions, a professional coach can help a leader determine how to incorporate the values of CSR into their decision-making and become a more effective champion for sustainability, social justice and social responsibility.
Approach Sustainability as a Leadership Development Opportunity
During one-to-one coaching sessions, a coach can work with a leader to explore which of their leadership skills and competencies are strong and which are lacking. Sustainability and CSR benefit from strategic thinking, innovation and true collaboration. Identifying ways for a leader to become more effective as a sustainability champion within the organization is important because strong leadership in this area will inspire, guide and implement authentic change throughout the organization.
Align the Organization’s Purpose and Values with its CSR and Environmental Sustainability Endeavors
Executive coaching clients can reflect on their current sustainability strategy (or lack thereof). How well do they incorporate sustainability and CSR into their business strategies? We’ve talked before about the importance of personal values aligning with the organization’s values. Similarly, it is valuable when the company’s purpose and values align with the CSR and eco-friendly initiatives that are undertaken. For example, a grocery store might strive to source food from local farmers at fair prices, donate excess food to local food banks and encourage staff and clients to donate to a school breakfast program. Another example is a fashion retail chain that not only sources garments manufactured ethically by employees who earn a living wage, but also advocates for child labour laws internationally and encourages team members to volunteer with youth organizations.
Coordinate Support for CSR Initiatives
Successful work in this regard requires coordinated support by leadership. The stronger and more cohesive support is among management, the better they can motivate team members (as we’ve said before, organizations with a coaching culture win big).
Determine Metrics to Gauge Success
When an organization can demonstrate the progress they’ve made or the difference to the economy, society or environment, their work in this regard is more respected. Metrics underscore that a company is taking CSR very seriously. Being able to share that employees have volunteered X number of hours picking up litter from public spaces or X number of hours reading to children is meaningful. So is quantifying the difference made by energy- or waste-reduction initiatives.
Coach’s Questions
What sustainability challenges does your organization face? What effect has your leadership had on CSR? What’s the best thing your organization can do moving forward?
