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Transcript of Accenture Decision Maker Attitudes
Decision Maker Attitudes and Approaches Towards Sustainability in Business in 2011Accenture C-Suite Executive Research in China, North America and the United Kingdomwww.accenture.com/sustainability24
1
The majority of businesses say that the benefits resulting from their sustainability initiatives have exceeded expectations, according to an international survey by Accenture.
The survey of 247 C-suite decision makers in North America, United Kingdom and China revealed that 72 percent think the benefits of their sustainability initiatives exceeded expectations especially around brand attributes and costs. The majority of respondents view sustainability as an integral part of their business, but around a third see it as just peripheral. Two thirds believe sustainability initiatives are an investment for a business, not just a cost—but still a third are less sure.
Most companies that responded to the survey have at least a few sustainability programmes, with over a third having many. Even those without say they are still trying to implement sustainability initiatives and are likely to introduce at least some in the next year. A strong majority believe their company is investing the right amount in sustainability, with the view that next year they will invest somewhat more. Genuine concern for the environment and/or society as well as reducing energy and material costs are the main drivers of sustainability initiatives, while the cost of such initiatives is the main barrier followed closely by the inability to measure.
The survey also showed, however, that a hardcore of about a third of business leaders have yet to be convinced of the value of sustainability, thinking that it is peripheral to their business and that their business invests too much in sustainability business practices.
The survey was conducted for Sustainability 24, Accenture’s global online event that brought together hundreds of leaders in the field of sustainability on May 25th 2011. The Sustainability 24 web address is http://www.accenture.com/sustainability24
Sustainability Benefits Exceed Expectations for a Majority of Businesses
For over 2 in 3 sustainability is important to their company—even more so for those that already have initiatives, and, not surprisingly less so for those without.
How important is sustainability to your company? Among those with initiatives
2%Not very important
2%Not at all important
30%Somewhat important
67%Very important
Among those without initiatives
13%
25%50%
13%
70%
28%
2
Most companies see more benefits than expected with sustainable initiatives, specifically around brand attributes and costs.
Most view sustainability as an integral part of their business, but around a third see it as just peripheral.
2 in 3 believe sustainable initiatives are an investment for a business, not just a cost—but still a third are less sure.
Which of the following is closer to your view?
Sustainability is an integral part of our business
or
Sustainability is a peripheral part of our business
68%
32%
Do you view spending on sustainable initiatives as a cost or an investment?
34%
More of cost More of an investment
66%
Benefits to initiatives (among those w/initiatives) How have the benefits from sustainable initiatives compared to expectations?
Improved reputation and trust 49%
Seen as a responsible company
Lower costs
Improved brand
Met requirements of customers orsuppliers
More competitive
Improved staff moral
Driven innovation
Combated rising energy costs
Increased consumer demand
Entered new markets
Developed / sold new products andservices
Helped recruit new employees
None of these
Other
47%
42%
41%
38%
37%
36%
34%
33%
31%
27%
25%
20%
0%
0%
24%
4%
72%
Lower
As expected
Higher
Much higher
52%
20%
3
A strong majority believe their company is investing the right amount in sustainable initiatives, with the view that next year they will invest somewhat more.
However, more are likely to say they spend too much than too little
Next Year’s Investment Levels Current Investment Levels
21%
60%
11%
1%
7%
2%1%
12%
12%
12%
Too much The right amount
Too little Far too littleFar too much
Much less
Somewhat less
Same amount
Somewhat more
Much more
Most think the businesses sector is doing enough and 7 in 10 say it will cost a business more to be a “sustainable business”.
Do you think business are doing enough to make sure their working practices are more sustainable?
Does having a green, or more sustainable business, cost…?
Equal amount say business are doing to much/too little
21%
28%
45%
23%
3%7%
Too much The right amount
Too little Far too littleFar too much
28%
51%
24%
5%1%
19%
About the same or less
30%
A littlemore
About thesame
A little less A lot lessA lot more
Most companies have at least a few sustainable programmes, with over a third having many.
Does your company currently have any sustainable initiatives?
38%
55%
3% 3%
Yes, many Yes, few Don’t know None
Respondents read:When thinking about sustainability, we’re referring to the way an organisation, on its path to high performance, creates value for its stakeholders by leveraging its assets and capabilities to drive innovation and profitable growth and striving for a positive economic, environmental and social impact.
4
Even those without initiatives say they are still trying to implement sustainable initiatives and are likely to introduce initiatives in the next year.
Currently most companies reduce electricity and implement green IT. Looking forward, they plan for more Green IT and sustainable innovation in new products.
If have no initiatives: Which of the following is closest to your company’s introduction of sustainable initiatives?
If have no/don’t know initiatives: How likely are you to introduce sustainable initiates in your company next year?
75%
We tried and failed to
implement sustainable initiatives
7%
Very likely
13%
Not verylikely
20%
Not at alllikely
60%
Somewhat likely
25%
Never tried
0%We tried and are still working on
trying to implement sustainable initiatives
0%
27%
24%
32%
32%
31%
30%
31%
26%
28%
26%
37%
33%
40%
28%
1%
21%
23%
28%
32%
33%
35%
36%
37%
38%
39%
44%
47%
51%
51%
Other
Carbon trading capabilities
Only use Fair Trade suppliers
Carbon emissions management
Maintain partnerships with environmental organisations
Smart buildings
Water & waste management
Promote green transport initiatives for employees(e.g. cycling or car sharing or electric vehicle concessions)
Reduce the amount of packaging your company uses when selling
Sustainable supply chains
Sustainability performance management & disclosure
Sustainability based innovation and new products or services
Sustainability talent and skills initiatives
Green IT
Reduce the amount of electricity used
5
A strong majority believe their company is investing the right amount in sustainable initiatives, with the view that next year they will invest somewhat more.
General concern, reducing costs and expectations drive sustainable initiatives, while set-up costs, lack of interest and belief in benefits are the largest barriers.
Drivers of initiatives (among those w/initiatives) Barriers to initiatives (among all)
Other
None of these
Staff and recruitment pressure
Investor pressure
Regulatory requirements
Competitive differentiation
Reputation / brand / trust
Opportunities for business growthand higher margins
Consumer / customer expectation
Reducing energy and materialscosts
Genuine concern for environment / society
None of these
Other
Don’t think that sustainable alternatives will work as well for their business
Investors don’t value / reward company forsustainable investments
Company cultural inhibitors
Lack of senior leadership commitment
Lack of consumer interest
The belief one company can’t make a difference to global warming
The government / local authorities don’tprovide enough incentives
Inability to measure sustainability initiatives
Cost of sustainability initiatives
0%
0%
24%
25%
31%
35%
44%
45%
47%
50%
53%
7%
2%
13%
21%
23%
24%
24%
29%
30%
31%
43%
Brand and businessgrowth also key
Drivers to initiatives Benefits of initiatives Barriers to initiatives1st Investor pressure Improved reputation and trust
and
Lower costs
Cost of sustainability initiatives
2nd Regulatory requirements Combated rising energy costs The government / local authorities don’t provide enough incentives
and
The belief one company can’t make a difference to global warming
3rd Consumer / customer expectation
and
Opportunities for business growth and higher margins
Seen as a responsible company Company cultural inhibitors
and
Lack of consumer interest
and
Don’t think that sustainable alternatives will work as well for their business
6
While both are seen as on the right track with sustainable initiatives, business is seen as doing a better job than the government.
Do you think sustainability initiatives of business, overall, are on the right track?
And business is seen as having the most responsibility and success in promoting progress and innovation.
Most say the level of the financial sector's investment is about right—but equal amounts say it is too much or too little—most only have some confidence in their ability to provide funding.
Business Government
85%
15%
Right track Wrong track
72%
28%
Right track Wrong track
Confidence in the financial sector to provide funding for sustainable technologies
Financial Sector’s Investment level in Sustainable Initiatives
19%
45%
21%
7%7%19%
56%
18%
Far toomuch
Too much The rightamount
Too little Far too little
No confidence
Not much confidence
Some confidence
Lots of confidence
17%
21% 28%
25% 49% 27%
28% 47% 26%
36% 41% 23%
Doing the most to drive action towards innovative sustainable solutions
Doing the most to drive action towards innovative sustainable solutions
More responsible for ensuring progress in a sustainable way
Copyright © 2011 AccentureAll rights reserved.
Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
About AccentureAccenture is a global management consulting, technology services and outsourcing company, with more than 215,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world’s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments. The company generated net revenues of US$21.6 billion for the fiscal year ended Aug. 31, 2010. Its home page is www.accenture.com.
ACC11-1350 / 02-2604
About Accenture Sustainability ServicesAccenture Sustainability Services helps organizations achieve substantial improvement in performance and value for their stakeholders. We help clients leverage their assets and capabilities to drive innovation and profitable growth while striving for a positive economic, environmental and social impact. We work with clients across industries and geographies to integrate sustainability approaches into their business strategies, operating models and critical processes. Our holistic approach encompasses strategy, design and execution to increase revenue, reduce cost, manage risk and enhance brand, reputation and intangible assets. We also help clients develop deep insights on sustainability issues based on our ongoing investments in research, including recent studies on consumer expectations and global executive opinion on corporate sustainability and climate change.
Find out more at www.accenture.com/sustainability or contact us at [email protected].