Sustainable development: the term has been on everyone’s lips for years. And yet, as of 2020, only a minority of Quebec businesses had completed a formal sustainable development effort.
Beyond theory and principles, there is the reality on the ground: many managers don’t know how to implement environmentally responsible practices.
Dominique Cyr, an MBA in organizational social and environmental responsibility, is attached to CIRADD (Centre d’initiation à la recherche et d’aide au développement durable), a sustainable development research and support organization. As a specialist in integrating sustainable development to the strategic functions of businesses, his role is to transform intention into action.
What is a sustainable development effort?
First, let’s get specific about what we are talking about. The World Commission on Environment and Development offers the following definition of sustainable development: it is “development that meets the needs of the present without compromising the ability of future generations to meet their own needs.”
The notion of sustainable development is three-dimensional, and each dimension is fundamental to the equation:
- the environmental dimension
- the social dimension
- the economic dimension
Dominique Cyr also points out that you need to know how to distinguish between a “simple” environmentally responsible management practice (which is already substantial) and a strategic effort, which is much more ambitious.
An environmentally responsible management practice responds to a one-time, specific social, environmental, or economic issue. This could include recycling, responsible energy management, or composting.
A strategic effort integrates sustainable development at every rung of a company’s business model: the mission, values, products and services, production, etc., using a cross-functional approach. It is more global and responds to higher requirements. Additionally, the company must:
- put the commitment in writing
- report regularly on the progress of sustainable development efforts
- have at least one environmentally responsible practice in each of the three dimensions of sustainable development mentioned above
In Quebec, barely 3.5% of organizations are officially engaged in a strategic sustainable development effort (compared with 80% that report at least one environmentally responsible management practice).
Why embrace sustainable development?
We can, of course, point to our moral duty: we are all aware of the climate emergency and the consequences of the things we do every day. But beyond the moral aspect, being environmentally responsible has many advantages for companies.
It has been shown that promoting sustainable development is a differentiator in the eyes of consumers. In a study by the Climate Action Lab, 86% of Quebecers surveyed responded affirmatively to the following statement: “If I think a company is taking concrete, credible, and significant action for the climate, I am more likely to buy its products over those of another brand.”
Climate is also a sensitive subject for candidates for recruitment. Young people in particular have real expectations of their future employer: they want the organization to respect clear principles of environmental responsibility.
The emergence of financial aid
In recent years, many programs and organizations have emerged with the express purpose of helping companies start down the path of sustainable development.
Dominique Cyr points to Compétivert, an Investissement Québec initiative; the Fonds Écoleader, sponsored by important sustainable development players in Quebec; and the program Moins c’est plus, a joint effort from La Ruche and Recyc-Québec.
Mr. Cyr also points out that Evol, in its selection criteria for financial support, now favours businesses that promise to generate “positive social and environmental impacts aligned with the UN’s sustainable development goals.”
Clearly the assistance exists, and the advantages, too.
Models to draw on
Beyond money, there is know-how. Since sustainable development is a recent development for the vast majority of organizations, different models have been created to help businesses structure their approach.
Inspiration can be drawn from the UN and its 17 Sustainable Development Goals, the approach proposed by BNQ 21000, or guides and tools from the MEI.
Dominique Cyr looks to the approach of the Network for Business Sustainability, the NBS, which acts as a bridge between research and business to advance sustainable development.
The NBS model has 3 phases, which correspond to maturity levels of organizations in sustainable development.
- Phase 1: operational optimization, which focuses on environmental efficiency, which essentially involves doing the same things better.
- Phase 2: organizational transformation, which aims for the creation of new products, services, or business models that benefit people or the environment.
- Phase 3: the development of systems that generate social change – these are projects that by their very nature cannot be done alone. Circular economy initiatives are a good example.
Sustainable development will endure: it is here to stay, thankfully for us and for generations to come.
According to an Ernst & Young study cited by Dominique Cyr, 69% of Canadian consumers believe it is up to businesses to resolve issues related to sustainable development.
Whether or not you agree, clearly businesses can’t shirk their obligations. This is true today, and it will be even more true tomorrow.
This article was drafted after watching the webinar “Improving your environmental practices” led by Dominique Cyr. The presentation explains how to start thinking about introducing new practices.
In partnership with Cascades, Evol presented a series of three lunchtime conferences to help you become a business that is socially, environmentally, and economically responsible. We encourage you to watch the recordings available in the Toolbox section. Enjoy!
Presentation of our partner
Cascades, a world of possibilities!
Founded in 1964, Cascades offers sustainable, innovative, and value-added packaging, hygiene, and recovery solutions. The company employs approximately 10,000 women and men who work in a network of close to 80 operating units in North America.
Their mission: to contribute to the well-being of people, communities, and the planet by providing sustainable and innovative solutions that create value.
Cascades wants to play an essential role in the success of its clients by paving the way in sustainable packaging, hygiene, and recovery solutions.
To find out more about Cascades’ services: https://www.cascades.com/en/products-services/our-services
Working in business administration, with an MBA in organizational social and environmental responsibility from Université Laval, Dominique Cyr has developed expertise in integrating sustainable development to the strategic functions of businesses. After several years in Quebec City and Montreal, where he was a sustainable development advisor for a range of organizations, including Revenu Québec, the CHU de Québec, Sobeys Québec, and Université Laval, he returned to his roots in 2018, moving to the region of his birth, the Gaspésie. In 2020, he joined CIRADD, a research centre that specializes in sustainable development and social innovation, where he supports organizations that want to innovate through sustainable development. His interests are integrating sustainable development to business models, responsible management, and eco-entrepreneurship. Since 2019, he has also been a commentator for Radio-Canada ICI Première Gaspésie-les-Îles, discussing innovation in sustainable development.
