new kit. As we have reported before, the new way of working has resulted in waste being reduced by 42%, energy and carbon emissions by 34%, while concurrently reducing overall costs and improving margins. Life Technologies, a global biotechnology tools company, also offers a number of inter- esting insights. Life Technologies is now one of the broadest suppliers of biotech products in the world, with more than 50,000 products used by over 75,000 customers around the globe, with 11,000 employees, sales in excess of $3.6B worldwide, and a presence in more than 160 countries.


The company has developed an impres- sive approach to integrating sustainability principles into its business, through what it calls Global Citizenship, delivered in prac- tice through a robust and, practical but far- reaching Four-Phase Evolution Model. We will explain more about this model in a future article. Interestingly, one of the key underpin- ning initiatives behind its successful approach involved employee engagement; they asked the question “how do we help people under- stand that their individual contribution will make a difference?” In response, the Doing Good By Doing One Thing (DOT) campaign was born.


DOT is based on the proposition that there are endless possibilities for creating a better company and better world by doing good, and that one good act, multiplied by 10,000 people, can become a significant impact. The power of the approach is that it aligns with the company’s overall


strategy for Global


Trevor employed a highly ‘visual’ approach when appealing to the workforce; placing a large rubbish bin on the table, he proceeded to throw wads of cash into it, demonstrating where key elements of the total repair cost were being spent, under the old approach, and ultimately how little money was actually left for their wages. He then ran through the demonstration a second time, this time show- ing much they stood to gain by adopting the new approach.


Although this approach sent a powerful message to the workforce, it was not just a case of appealing to financial motivations; Trevor then moved on to demonstrate what the new process would mean to them in their daily jobs, how they could also develop their skills further, and deliver even more satisfy- ing and high quality work. Quite simply, their jobs would become more enjoyable and more rewarding: a no-brainer. Once they were onside, Trevor could then go further, to demonstrate how to get the most out of their


Citizenship and it offers a simple, yet elegant approach to engaging with its employees. It translates the big idea of Global Citizenship into simple, repeated actions for all employees to engage with, known as DOTs. The goal of the DOT movement is to con-


nect with each other (connecting the DOTs), share actions and breakthroughs, while at the same time having fun, a feature that should not be underestimated in these challenging times! One simple point underpinning the approach is the recognition that there is no telling where the greatest ideas will come from. Everyone can, and does, add something. Ultimately this approach also helps to create a culture rich with new and diverse ideas on making life better and for helping the transition to a more sustainable world. The approach was also developed in rec- ognition that the changing world of climate change can sound big and intimidating, and can consequently leave people with the feel- ing that they are unable to make a difference. DOT simply allows people to start small and simple and build their impact and influence


over time. Each person can choose an action that is right for him or her, right now, rather than feeling overwhelmed. But how does it work?


Life Technologies has a simple four-step process: Step 1, Choose your DOT: Think about what makes you happy; a DOT should not be a chore. Think about areas of life that are important: health & wellness, professional development, family & friends, and the envi- ronment one lives in. Where is there room to make life even better?


Step 2, Start Small: Decide on small, achiev- able steps that help make the improvements you want to see, e.g. eat organic veggies twice per week, print ten fewer sheets of paper each week, and so on. Make a list of these actions, and select perhaps three for a short-list. Step 3, Select a Strong DOT: Perhaps using the ‘RISE’ filter to help you priori- tise (Repeatable, Inspirational, Sustainable, Enjoyable).


“DOT is based on the proposition that there are endless possibilities for creating a better company and world”


Step 4. Do One Thing! Select your ‘best fit’ action, write it on a sticker, frame it, hang it on wall, or shout it from the rooftops! The process also encourages people to help


others, by sharing personal stories, through encouragement, offering challenge to people to think of new actions, and staying positive, rather than getting caught up in resistance. The idea is that voluntary actions will tend to stick, as they are formed through personal choice. Employee engagement may sound soft and fluffy, but make no mistake; it is an important enabler in support of serious business outcomes. Since Life Technologies started out on its journey in 2004, sustain- ability initiatives have delivered the com- bined impact of around $57M savings to the bottom line. During this period sales have grown by 236%. Operational sustainability impacts improved energy use by 56%, water consumption reduced by 52%, and waste reduced by 40%. While the DOT Movement is one of its latest approaches, one can be sure that behind each successful initiative and each sustainable change lies people power!


Michael Townsend is founder and CEO of Earthshine Solutions > earthshinesolutions.com > sustainablebusinesslab.org


Sustainable Business | January/February 2012 | 25


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