On one level, this is a simple question to answer. Accelerated Sustainability drives faster progress on the Dunphy sustainability scale, beneath, because it is an innovation-driven Enterprise 2.0 approach to sustainability management and communication.
Investors prefer Accelerated Sustainability
Accelerated Sustainability has been endorsed by the Australian Shareholders’ Association’s former chief executive Stuart Wilson as corporate sustainability accountability’s “future model” as it uses social technologies to propel real organisational learning and change. (Stuart's concern is that most organisations’ sustainability reports drive none.)
It is the investors’ preference of sustainability undertaking, as it drives beneficial change with transparency rather than hiding truth or presenting a dishonest, partial or misleading account of sustainable change.
The business and marketing communication benefits of an Accelerated Sustainability management approach are:
- It makes sustainability a profit-building undertaking, not a cost
- Its initiatives create a tool for attracting, not just appeasing, investors
- It builds real market distinctiveness and a clear competitive and reputational advantage
- It engages staff across the business to drive transformation and learning, and to create a place where people want to work
- It builds capacities for innovation, learning and fresh thinking across the organisation
- It builds a stronger, more sustainable - read, enduring, and agile - business, enterprise-wide and over the long term
To achieve these aims, Accelerated Sustainability engages modern tools of internet collaboration to enable businesses to make fast progress on their sustainability records and to propel them rightwards on the Dunphy sustainability scale, above.
Accelerated Sustainability is authentic and drives real, lasting change
As an authentic, web-driven collaborative form of sustainability management and communication, Accelerated Sustainability builds organisational capacity and ticks the boxes to all the questions asked in the right hand column here.
Its focus drives organisational agility and inventiveness. It prepares businesses for purpose-led knowledge and social technology-propelled transformation. It uses collective intelligence and insight – the untapped reservoirs of tacit knowledge contained within the brains across the enterprise – as its fuel. Its reinterpretation of sustainability reporting as a driver of change creates a highly competitive and engaging approach to sustainability management.
You can read more about Accelerated Sustainability here, in a piece written for the journal of Chartered Secretaries Australia.
Where for most companies undertakings on sustainability represent a cost, Accelerated Sustainability turns them into the benefits listed above because it views sustainability as a necessary direction in which all companies must inevitably travel if they are to survive and compete, as well as being the factors against which customers, investors and other key stakeholders will ultimately hold them to account.
Accelerated Sustainability’s momentum is “accelerated” because:
The absence of these tools would make it much harder (unlikely, at best, but, more likely, impossible) for worthwhile ideas to be generated, shared and acted on collaboratively.
The common benchmark afforded by Dunphy brings clarity, making it easy for users to understand where they are and in which direction they must travel to make a real difference.
The positive feedback a company gets as a return on working more effectively and collaboratively to this end will manifest in 1) its will to communicate (“report”) its advances, 2) a heightened ability to build on them, and 3) increase its reputation for doing so.
Find out more about Accelerated Sustainability by emailing me, Graham Lauren.
