The Sustainability Delegates

When a trend turns out to be a living condition, the demand for knowledge shifts from momentary to constant. This was exactly what happened with sustainability in the fashion industry and what is still happening in these pivotal years.

Earlier, companies and brands seemed to be able to make do with spontaneous consulting and NGO projects to stay on trend with the “green wave”. Words like “green”, “sustainable”, “eco-friendly”, “climate-friendly” “organic”, “responsible”, “ethical”, and “circular” were used intermittently, creating an industry not only known for its high levels of pollution but also of greenwashing.

We have now reached a point, where the fashion industry, has realized, or perhaps is just realizing that sustainability isn’t the fleeting trend many thought it to be. Instead, it is something that companies, in all industries, need to make an integral part of their business.

This is where the internal experts come in.

Who wears the CSR hat?  

“CSR Responsible”, “CSR Manager”, “ESG Manager” and “Sustainability Manager” are but some of the many new job titles popping up around the industry. Common for most is that the title is often paired with another area of responsibility, such as communication, purchasing, design or management.

This is a clear expression of the perception of CSR and sustainability: as an add-on project. Still, it is a sign of progress. Some years ago, you’d have to look far and wide to find someone with CSR or sustainability in their job description.

The fact that many CSR reps have different backgrounds also means one thing: Their area of expertise often lies elsewhere, and CSR is just often a side project, which doesn’t receive the internal resources or attention it so deserves.

There is a huge potential for a steep learning curve and the creation of a whole new class of CSR experts. If we are to succeed as an industry, we need a whole army of sustainability delegates placed in fashion companies all around the world.

An in-house CSR expert would not only mean shorter lines of communication. It would also mean an easier and more natural integration of CSR and sustainability.

When CSR is represented in a company through a trusted employee, it doesn’t just pop up once in a while when meeting with external consultants. CSR is now present in the day to day life, at the coffee machine, during lunch breaks, meetings and more. As such it oozes into a company’s culture and the unconscious level of employees’ workflows.

Investing in the future

When you rely on internal resources, you can take advantage of their deep understanding of the company and your processes. They know where your biggest challenges lie, but also where there is the biggest possibility for improvement and low hanging fruits.

Sustainability in business is all about investing in the future. The future of our planet, of the people living on it and our industry. To be able to do that, you must first invest in the people driving the sustainable transformation. They need a head filled with knowledge and the time and resources to seek out new solutions and challenge the existing.

My advice is therefore: take a good look at your company’s CSR responsible and ask them what they need to become your strongest delegate. And remember to back them up when they advocate sustainability. They are doing important work in futureproofing your business and protecting the planet.