2nd keynote Carrie Freeman, creating sustainability as director at Intel

How to make corporate sustainability sustainable is the title of the 2nd keynote at ebbf’s Make it meaningful conference comes from Carrie Freeman, director of sustainability at Intel.
You can find here the slides of the presentation and below and outline of her keynote.

a couple of years ago the CSR was the key focus area, sustainability came into the mix 5 to 6 years ago and many corporations use those two terms interchangeably, I’ll try to clarify the

What is happening from and environmental, a social and a governance side is how sustainability becomes evident in corporations.

Corporations have made significant progress of the lS five years, one of my first jobs was to be the public face in front of a very unhappy community at Intel. If I could not stand up in front of my company then I should not be there as my values would note be respected. People are sometimes stuck in th mindset of what companies did up to a few years ago. Living it and seeing it live i can see the good things been done at th corporate level to progress civiliation.

As mentioned in the earlier talk, with Apple and similar corporations having powerful balance sheets they become powerful forces for change.

About 80% of corporate executives have direct interest
when looking at the supply chain over 50% of companies will only accept suppliers down their supply chain that understand and are involved in reducing it’s carbon footprint.

Companies were forced into this awareness because of the public outcry, the pressure of society and positive branding, the legislation is becoming more focused And putting more positive pressure.

at the othway to see it is the business driver, the ess waste the better also for the bottom line. The branding and our awareness of the truthful reality of how companies operate is also pushing companies to serve this growing consumer awareness.
Focusing unmet needs is also a way to gain the Market share that pushes the growth opportunities of sustainable action: be it renewable energy, lowering waste, reducing energy consumption.

below are some ways I used in my own experience:
engaging the hearts of executives
creating a culture of sustainability
designing Return on Investment (ROI) measurements
developing innovation strategies

When we talk about the change we need we have to start from the top and engage owners, executives and CEOs on a different level, for example taking executives to areas deeply affected by the negative actions of companies.

If the heart approach fails, you can then go to statements such as “2/3 of world population will face water stress” on hearing this a director reacted by saying we really need to do something about this, a new awareness a new need to act raised from those kind of facts and numbers.

Why is it relevant to us? using examples that are directly under the control “computer power limits the accuracy of climate prediction”

I you get people to intrisicslky care the rest will follow flawlessly.

Organisation identity where the entire employee and director base is
– aware,
– active and valued – creating a culture of sustainability by hearing your directors talking about it, demonstrating commitment
From awareness, to understanding and getting involved – getting involved in th community good for the community and for employees,
– empowerment and support – create th environment where people feel they can make a difference ,
– valuing and rewarding commitment
– the final area is then making this behaviour the norm, just what is the right thing to do and is expected.

people want to know that what they do has meaning, recruitment and retention is a key driver of new behaviours in companies that want to attract and retain talent. MBA oath at last year’s Thunderbird course was signed by 100% of students.

Systems and processes
without accounting and financial systems set in place to measure a number of parameters, progress is unlikely.
Traditional ROI
Broader Business Value
Societal Value – externalities that influence

Integrated value Framework
how much renewable energy should we buy?
how much should we invest in education in the community?
A framework that is set in place would assist putting some real numbers that support those decisions.

Foundations of growth
in the future this growth concept will not be as positive nor relevant but right now the growth factor is what is driving a new way of doing things and innovation. Fostering new entrepreneurial engagement of employees without expectation command from the top.

“Movement up the gears of corporate sustainability can be viewed as progression from saving money to making money to transforming money”

Carrie Freeman
Carrie Freeman

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