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Have you ever considered at what stage of their sustainability journey your clients or audience are?
When you approach a new client, you might quickly establish whether they have any sustainability/environmental knowledge at all. You might be lucky and they might already have had experience of it and know their stuff.
But today I invite you to consider at which specific stage of their sustainability journey they are right now.
The stages can be roughly split into three:
🗑️ Rejection / Denial
✅ Compliance / Risk mitigation / Opportunity maximisation
🦋 Proactivity / Transformation
Your mission will be to take them from one stage to the next. This way, your progress will be measurable and the results more obvious.
In the illustration below, which I drew for my book SustainABLE by adapting content from a Cranfield University paper, I also mapped what an organisation need to think about when they go from one stage to the next, e.g. if they are moving towards opportunity maximiser from risk mitigator, they have to start thinking long-term and become increasingly more transparent in their reporting, communications etc.
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