Let’s Go All-In on Selling Sustainability

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“Measure what you care about and lead the change.” In this inspiring talk, Steve Howard addresses the idea of shared value. Shared value isn’t compromise but about going all in. IKEA does this by using sustainable cotton, moving to renewables such as solar and wind, and implementing a code of conduct that protects its workers around the world.

Interestingly, the talk is entitled “Let’s go all in”. If shared value and sustainability is so profitable, why aren’t all the chips on the table? The following blog explains Shared Value vs Don’t Be Evil

The first problem has to do with performance. Focusing on quarterly profits hinders a long-term perspective for management. Investing in renewables may take time to pay off. Secondly, (and I would argue the largest flaw with shared value) is that shared value relies on picking the “low-hanging fruit”. I agree wholeheartedly that there is shared value to be created. These opportunities should be pursued (as IKEA has by investing in a sustainable future). However, it is inevitable in more cases that profit, and social benefit or environmental well-being come into conflict. Belief to the contrary is naive. It is in these

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cases that the application of shared value is unclear and very limited. That being said, there are extensive and untapped potential for shared value. Go all-in for that first. Then we can make the harder decisions about the harder decisions.