Weekly Program - "Let's Go All-In on Selling Sustainability"
The big blue buildings of Ikea have sprouted solar panels and wind turbines; inside, shelves are stocked with LED lighting and recycled cotton. Why? Because as Steve Howard puts it: “Sustainability has gone from a nice-to-do to a must-do.” Howard, the chief sustainability officer at the furniture megastore, talks about his quest to sell eco-friendly materials and practices — both internally and to worldwide customers — and lays a challenge for other global giants.
Coming to Ikea from the nonprofit consultancy Climate Group, Howard has embraced the challenge of working with a single big company, and the improvements he's made so far include helping farmers grow more-sustainable cotton around the world, remaking classic products to use fewer parts, and investing €1.5 billion through 2015 in renewable energy sources, notably wind and solar. (Like the rollout in the UK of Ikea solar panel systems for the home.) And if you've been to an Ikea lately, you probably already know this, through signs and explainers posted all over the store. Telling the story of sustainability is key, Howard believes, as companies like his become agents of transformative change. As he says: "I don't think we've fully realized the extent to which sustainability is going to shape society and the business landscape over the next couple of decades."
Sustainability is now a requirement for most Rotary projects. Sustainability means different things to different organizations. For Rotary, sustainability means providing long-term solutions to community needs that the beneficiaries can maintain after grant funding ends. Here are six steps that can make your project sustainable:
1) Assess community needs
Have local sponsors conduct a thorough assessment to identify a community need that the sponsors can address in a way that fits beneficiaries’ values and culture. Involve multiple community partners in the planning process.
2) Use local materials
Purchase equipment and technology from local sources when possible. Be sure that spare parts are readily available. Involve community members in the selection of technology and equipment, and train them to operate, maintain, and repair it on their own.
3) Identify a local funding source
Confirm the existence of a local funding source to support a project’s long-term operation, maintenance and repair. Compensate the project’s suppliers and vendors appropriately so they will have an incentive to continue providing services.
4) Provide training, education, and outreach
By providing training, education, and community outreach you will strengthen beneficiaries’ ability to meet project objectives. Confirm that there is a plan in place to transfer knowledge to new beneficiaries. Collaborate with local agencies and organizations to supply needed expertise.
1) Assess community needs
Have local sponsors conduct a thorough assessment to identify a community need that the sponsors can address in a way that fits beneficiaries’ values and culture. Involve multiple community partners in the planning process.
2) Use local materials
Purchase equipment and technology from local sources when possible. Be sure that spare parts are readily available. Involve community members in the selection of technology and equipment, and train them to operate, maintain, and repair it on their own.
3) Identify a local funding source
Confirm the existence of a local funding source to support a project’s long-term operation, maintenance and repair. Compensate the project’s suppliers and vendors appropriately so they will have an incentive to continue providing services.
4) Provide training, education, and outreach
By providing training, education, and community outreach you will strengthen beneficiaries’ ability to meet project objectives. Confirm that there is a plan in place to transfer knowledge to new beneficiaries. Collaborate with local agencies and organizations to supply needed expertise.
5) Motivate beneficiaries to take ownership
Provide incentives for beneficiaries and project participants to continue their support. Identify individuals willing to lead beneficiaries in sustaining project outcomes. Prepare the community to assume ownership of the project once grant funds are expended.
6) Monitor and evaluate
Develop clear and measurable project objectives, and identify methods for collecting project data. Establish baseline data that can be used to demonstrate significant change for at least three years.
Provide incentives for beneficiaries and project participants to continue their support. Identify individuals willing to lead beneficiaries in sustaining project outcomes. Prepare the community to assume ownership of the project once grant funds are expended.
6) Monitor and evaluate
Develop clear and measurable project objectives, and identify methods for collecting project data. Establish baseline data that can be used to demonstrate significant change for at least three years.
*These Rotary guidelines were published in July, 2014.
Hope you enjoyed our program and will work toward building more sustainable Rotary projects with your club.