Council in June 2008, success in combating cli-
mate change will require both “global political
leadership” and “the largest collaborative effort
the world has ever seen”.
So what could be done to encourage more
volunteers like BT to step forward? In our
view, the answer lies in commitment manage-
ment, an approach that replaces the stick of
management edict with carrots that incen-
tivise whichever behaviours are required in a
way that creates win-win outcomes.
We practise this in our own dealings with
our suppliers, for instance. BT has an excel-
lent reputation all over the world, and com-
panies are keen to number us among their cus-
tomers. To win our business, however, they
must sign up to exacting standards that Tuppen: ‘Cut-backs in our sustainability plans due to
require them to: minimise the materials and
the economy would be a bad mistake’
energy consumed throughout their products’
lifecycles; limit the use of hazardous materi- economic and social affairs who advised on the
als; and enable the reuse, recycling and safe development of our Sustainable Development
disposal of products at the end of their life. Index, said: “Given the importance of the
The introduction of BT’s 21st century issues at stake, there is a clear need for initiatives
network, 21CN, has provided a particu- such as BT’s to help channel corporate sustain-
lar focus for this work. Significant quan- ability efforts to where they can have the most
tities of new equipment are being pur- beneficial impact.”
chased, and factors like energy con- And we are far from alone in taking the
sumption will determine BT’s environ- course we have. UK retailer Marks and Spencer
mental performance for years to come. has started to engage and involve its customers,
We are also keen to encourage employees and suppliers in the changes it is
change in the broader business com- making as a part of the Plan A eco plan it
munities in which we operate. In launched in January 2007, for example. It hopes
November 2008, we launched a new to create a virtuous circle, using their ideas and
Sustainable Development Index in India, commitment to stimulate improvements in its
developed in partnership with own performance. Toyota is encouraging its
Globescan, an independent public suppliers to achieve the highest standards of
opinion and stakeholder research environmental performance in their respective
company. By recognising best prac- country or region, supporting them by sharing
tice and acknowledging those who best practice, exchanging information and train-
make the biggest contributions, the ing auditors. As in our own case, the bold com-
index identifies clear directions for mitments made by these companies to improv-
companies to improve their per- ing their environmental performance have been
formance in areas such as climate influenced by carrots including cost savings and
change, social inclusion and corpo- changing customer attitudes.
rate responsibility. We hope governments across the world will
We clearly aren’t alone in think- take note. Legislation is important, but on its
ing that green carrots are going to own is unlikely to address the growing threat
be at least as important as green of climate change. Only through partnerships
sticks in the years ahead. that build enthusiasm and commitment across
Speaking to Prospect magazine, our society can we realistically expect to
Lord Stern said: “The Kyoto bring about the changes we so urgently
clean development mechanism need. Such partnerships are most likely to
(CDM) has shown that, if you develop in response to clear – and firm –
give incentives, you see a lot incentives. Businesses are keen to act, but
of initiative in response.” And will do much more if they are encouraged by
Nitin Desai, a former UN supportive regulation, tax breaks and other
under-secretary-general for such inducements.
It may be a myth that carrots help you see
BT aims to cut its carbon
through the dark, but we think their contribu-
intensity – a measure that
tion to cleaning up our planet will be pivotal.
relates the company’s
emissions to its economic
performance – by 80%
Chris Tuppen is chief sustainability officer
by 2020 at BT Group
Sustainable Business 19❘ June 2009
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