Why do we wait to talk about a goal until we’re close to achieving it? If you’ve ever struggled with a diet or fallen back into a bad habit, you probably already know how the strategy works. By keeping goals to yourself, it’s much easier to let things slide when something doesn’t go according to plan. Companies launch sustainability initiatives in the same way.
By waiting to announce goals until they’re close at hand, many companies believe they’ve lowered their risk of failure. In reality, they’ve lowered their chance of success.
3 Excuses to Avoid at All Cost
When you’re starting your sustainability journey, your company can’t afford to believe these excuses:
Excuse #1 - “We’re just getting started. Customers will question our commitment to real change when we’ve only taken a few steps.”
Excuse #2 - “Shareholders will see community engagement as a frivolous expense and invest their money elsewhere.”
Excuse #3 - “Critics will hound us for “greenwashing” if we fail to reach our destination.”
Be Heard: Spread the Word Early and Often
Transparency is a hallmark of a sustainable company. By communicating your goals openly and frequently, you’ll gain much more credibility in the eyes of consumers. You may even find help from unexpected places. Being open and honest throughout your effort will ensure that your work has value.