90% of executives believe sustainability is crucial for their brand, according to Forbes. Yet, here’s the twist: even with such a strong consensus on preserving nature for our next generations, only 60% of companies are rolling up their sleeves and implementing sustainable practices.
Plus, this dichotomy becomes even more compelling when juxtaposed with the current work model. According to a recent TravelPerk survey, 40% of UK employers have adopted a hybrid working model. Interestingly, as of 2023, only 3 in 10 UK companies mandate full on-site work, a significant drop from 6 in 10 before (StandOut CV, 2023).
“Remote work is not zero carbon, and the benefits of hybrid work are not perfectly linear” – thus, we need further initiatives to instil sustainable behaviour among our remote and hybrid workforce. Sustainability fosters opportunities for engagement, teamwork, and creative solutions.
Beyond this, the level of employee involvement shapes strategic direction. Without a culture that converges sustainability and innovation, reaching objectives becomes challenging and involving employees in sustainability initiatives naturally embeds these principles into the company’s culture.
Exploring the Benefits of Engaging Employees in Sustainable Behaviours
Employees often prioritise organisational goals over their personal values to meet expectations and achieve rewards. Yet, disconnects between personal and organisational values can create tensions. Young workers sometimes set aside personal values, thinking that achieving company goals justifies the means, often without internal support to voice concerns.
Management scholar Paul Strebel notes the importance of “personal compacts” between employees and organisations, encompassing formal, psychological, and social agreements. For successful integration of concepts like sustainability into businesses, these compacts need to bridge the gap between personal and corporate values. This alignment ensures that job roles, rewards, expectations, and company culture consistently reflect and support the intended values, like sustainability, across all levels.
In this vein, a study conducted by Cone Communications revealed that 51% of employees wouldn’t consider working for a company lacking robust social or environmental sustainability policies, while 74% of respondents felt more fulfilled in their roles when they could positively influence social and environmental matters. Besides, 70% expressed they would exhibit greater loyalty to companies, enabling them to address and contribute to these challenges.
Engaged employees are more likely to adopt sustainable practices, leading to real impact. Notably, companies with engaged teams are 21% more profitable. Companies leverage their expertise for better solutions by involving employees in sustainability decisions. Such alignment boosts the company’s reputation with stakeholders, enhancing relationships with customers, investors, and regulators. Even more, an engaged workforce fosters a positive work culture, increasing retention and satisfaction.
Key Challenges In Keeping Remote Workers Engaged In Organisation-Wide Initiatives
In the office setting, rallying colleagues for workshops and events is quite straightforward. Yet, the absence of shared physical space shouldn’t imply a lack of desire to engage and bond. Turning sustainability into an enjoyable journey via online workshops, challenges, and activities can increase participation and enthusiasm.
As such, when promoting sustainable behaviours in remote teams, specific challenges can impede progress:
Miscommunication
Absence of in-person interactions might lead to misunderstandings, causing workers to feel detached from sustainability initiatives.
Loneliness
Feelings of isolation can deter remote workers from engaging fully in sustainable practices, feeling less integrated into the collective goal.
Time Zone Differences
Variations in time zones can delay synchronised sustainable efforts and feedback, affecting real-time collaboration on green initiatives.
Disorganisation
Juggling work and home can cloud focus, potentially sidelining sustainable tasks or causing burnout, reducing their active participation.
Social Interaction
Prolonged lack of social engagement can dampen enthusiasm for group-driven sustainable endeavours and affect overall well-being.
Uncovering Methods For Engaging Remote Workers In Sustainability
As more professionals trade office desks for home setups, how do we ensure that green practices don’t get left behind? Here are some forward-thinking strategies tailored for a hybrid workforce, ensuring that sustainability is a collective effort, regardless of where one clocks in:
Devise a Sustainability Strategy
Craft a comprehensive sustainability roadmap detailing goals and initiatives. Share this plan digitally with both in-office and remote employees, emphasising sustainability’s crucial role across all workspaces.
Digital Sustainability Training
Offer online training modules tailored for remote and hybrid employees. Topics could span from virtual energy conservation techniques to digital waste management and sustainable digital tool utilisation.
Foster Collaborative Initiatives
Engage all employees in crafting and executing sustainable initiatives regardless of their work location. Harness virtual collaboration tools to foster a unified sustainability culture.
Recognition in the Hybrid World
Implement virtual recognition platforms and digital rewards for employees championing sustainability, whether working from home or the office.
Host Regular Virtual Updates
Host periodic webinars or virtual town halls focusing on sustainability advancements and challenges. These digital meetings ensure everyone, everywhere, is updated and engaged.
Sustainability Committees in the Digital Age
Form committees with members from varied departments, incorporating both on-site and remote employees. Virtual brainstorming sessions can ensure sustainability seamlessly integrates into all facets of operations.
Technology for Green Initiatives
It’s a great avenue to integrate green tech solutions suitable for remote settings, like energy-saving software or eco-friendly home office guidelines, alongside in-office equipment and waste management strategies.
Bottom Line
As the effects of climate change become increasingly evident, the urgency for sustainable business practices intensifies. Employees and customers are gravitating towards eco-conscious companies, signalling a shift in the market that businesses must heed.
Engagement has long been a challenge for businesses. Yet, evidence indicates that employees are more engaged when aligned with sustainable organisations. Embedding sustainability throughout a company can significantly boost this engagement, giving companies a competitive edge, especially with the younger generation.
Companies prioritising sustainability appeal to top talent and demonstrate a commitment to the future of their employees, communities, and the planet. These socially responsible businesses resonate with employees seeking purpose beyond daily tasks, reflecting genuine care and health values.
Prioritising sustainability showcases responsible leadership, benefiting both the business and the wider world. Ultimately, going beyond mere regulatory compliance towards true sustainability could be pivotal for businesses aiming to thrive while caring for both people and the planet.
