What do you do if your conversations about sustainability are met with resistance?

More specifically, it's important for you to listen in order to fully understand the problem. What is the sustainability programme trying to solve for? Who else has tried (and failed) to address the issue? You need to go on a fact-finding mission before pre-emptively pitching solutions to your stakeholders.

Plenty of times you'll come across individuals who seem reluctant of getting into different or new things in life due to many factors wether it may be getting of out their comfort zones or implementing new strategies in their workplace, and sustainability is not an option. It is important to put things into perspective and get to know the reasining behind why they say what they say, do they ignore the topic? do they understand the language? are they aware of not only the barriers to entry but the possible benefits?

Firstly, understanding the resistance is crucial. Just like in marketing, we use the AIDA framework to position the resistance level. Is it awareness related resistance? interest related? Desire related or action related? Once you know where the resistant lies, then it is critical to understand the stakeholders who are resisting your recommendations. Once you have placed the resisting stakeholders in their AIDA plane, specific tools can be leveraged like data for awareness to prototyping for action related resistance.

As other colleagues have mentioned, it's important to listen for a better understanding of the other's point of view. However, in a deeper sense, much of the opinions against sustainability activities are based on an understanding of the topic that is not updated in terms of what academia and other entities have demonstrated. This is exactly the reason why it's important to listen and to understand other's perspective, so that we can find the arguments that provide a link between the sustainability activities and the current context.

A escuta ativa permite a materialização do cenário e o engajamento do detrator. Neste instante, o especialista ganha a oportunidade de enriquecer o portfólio conhecido dos "Nãos" para fortalecer as estratégias e boas práticas que mudam a onda para uma ação positiva. A jornada ESG é dinâmica e, portanto, saber ouvir é fundamental para a melhoria contínua das ações vinculadas aos pilares ESG bem como às metas do negócio. Ouvir é um tempo importante para quem avalia risco para tomada de decisão.

Lo primero que haría es entender el punto de vista de la otra persona para encontrar punto en común y luego mostrar datos, contrastar con otras opiniones, hablar con otros profesionales del rubro e incorporar diferentes perspectivas para enriquecer la discusión.

Resistance to sustainable practices is common—even when we see the value in the practice. It’s crucial to really understand the concerns; empathy goes a long way. Next, tailor the message so it resonates with the audience. Finally, keep the dialogue open and positive. Sustainability is a journey, not a sprint, and every step forward counts.

1. Listen Empathetically: Understand the reasons behind the resistance without judgment. 2. Provide Education: Share factual information and evidence supporting sustainability initiatives. 3. Highlight Benefits: Emphasize the positive impacts of sustainability on various aspects, including cost savings and brand reputation. 4. Tailor Messaging: Frame sustainability discussions to resonate with the values and priorities of the audience. 5. Address Concerns: Acknowledge and address specific concerns or misconceptions raised by the resistant party. 6. Lead by Example: Demonstrate the benefits of sustainability through tangible actions and successes.

When you encounter resistance during conversations about sustainability, it's important to remain patient and empathetic. Actively listen to understand the concerns and perspectives of others. Provide clear, fact-based information to address misconceptions and highlight the benefits of sustainable practices, such as cost savings and improved health. Use relatable examples and success stories to make the concept more tangible. Encourage small, manageable changes to ease the transition. Sometimes, simply planting a seed of thought and giving time for reflection can lead to gradual acceptance and change.

Positividade é uma ferramenta de inteligência corporativa para a criação de um espaço de comunicação onde a inovação encontra terreno fértil e assertivo na materialização dos projetos em consonância com a estratégia de mercado da companhia. Deve-se atentar, contudo, ao comportamento positivo que mascare riscos críticos, criando, assim, oportunidades de tropeços e caminhos perigosos para o negócio. A maturidade profissional e a inteligência emocional são características fundamentais para o executivo que permeia pelo mundo da Sustentabilidade.

Usually, I start by sharing relatable examples and real-world data to illustrate the relevance of sustainability to various aspects of life. I focus on the positive impacts and benefits, highlighting success stories and practical solutions.

People understand complex concepts when you give it to them in a simple lay-man terms. Story-sharing helps a lot, especially in ways in which they can relate and grasp the concepts in a way that may spark a light in their heads. Nothing motivates someone more than something they can get into by ways of experience

Engaging individuals resistant to sustainability can be challenging, especially if you're not an environmental scientist, but I've succeeded in listening, finding common understanding, and acknowledging the unknown. I discuss many controversial subjects online, and one of the most common responses I get when engaging a passionate opposition commenter is, "I didn't expect anyone to respond." People shouting into the void appreciate a thoughtful ear to understand their perspective. In those discussions, I like to isolate the specific disagreement because we usually agree on more concepts than we realize. It also helps to acknowledge the unknown (both personally and broadly) and the uncertainty of projecting future events.

Most people emphasize passion, but it's also crucial to focus on practical interests. Consider the main challenges in the department or position where resistance is encountered. Is there a way to align your sustainability priorities with theirs? Can you connect sustainability efforts with risks or benefits that directly impact their reality and business objectives? Focus on concrete results

People don't like to talk about problems. Rather, everyone tries to avoid them, but if you offer solutions to problems that are bothering them... they will approach it quite differently. It's also better to start with small steps that will give quick results and motivate people to keep going.

There is no point in convincing someone by force. And in the end talk is cheap. Of course it's worth talking, but in the end, our actions are the most important. If we say one thing and do quite another, our talks will come to nothing. On the other hand, our behaviour (even without telling about it) will sooner or later inspire others to change.

Sustentabilidade e seus aspectos ESG sempre geram espaço para vieses, interesses considerações rasas e muitas conclusões embasadas em chamada de notícias, sem realizar uma leitura profunda, buscar conhecimento através de artigos específicos. Buscar dados para obter uma opinião, conversar com profissionais que realmente tem a experiência vivencial nos temas, são caminhos válidos e equilibrados. Em um tema com tanta abrangência, o qual muitas vezes temos mais perguntas do que respostas únicas, é necessário elevar a qualidade da abordagem e discussões, para além de discursos laudatórios e questionamentos sem o conhecimento necessário para eventuais tomadas de decisões. E pra fechar, respeitar os pontos de vista de cada pessoa é fundamental.

I get asked this question often from others in the sustainability field. There are various approaches and those in part depend on the audience presenting the resistance. For internal discussions where you are trying to get a sustainability plan or project or similar activity approved and moving forward, my advice is generally to find your champions. That is, to align with others in the organization that support the goals of your proposal and will collaborate to educate, inform, and advocate for advancement.

Sustentabilidade Corporativa e materialidade dos fatores ESG abrem cada vez mais espaço para questionamentos e dúvidas, principalmente porque o tema avançou com maior velocidade, principalmente no Brasil, pós pandemia. A sigla ESG já está fazendo 20 anos de aniversário desde o seu surgimento, mas a ausência de uma série histórica de dados mais robusta e o engatinhar de linhas de pesquisa acabam criando um cenário mais desafiador. O amadurecimento dos relatórios de sustentabilidade, a implementação de regulamentações e o ativismo das partes interessadas, paulatinamente, abrirão mais espaço para diálogo frente ao resultado dos negócios que assumiram o risco em consonância com a compreensão da emergência do tema.