IBM Survey Shows Gap Between Corporate Sustainability Goals and Ability to Attain Them
I’ve been an advocate for environmental and broader corporate social responsibility issues for decades now, and I have to say, it’s encouraging to finally see indicators that suggest businesses are beginning to embrace sustainability. Recent reports show that companies are continuing with green initiatives despite the poor economic environment, and more and more frequently we’re hearing success stories that illustrate the multi-faceted business benefits of sustainability (cost savings, reduced GHG emissions, improved efficiencies, etc.).
While data like this certainly indicates that we are moving in the right direction, new survey results released earlier this week reminded me of just how far we have left to go. On Monday, IBM published results of its second annual corporate social responsibility survey. The study polled 224 senior business executives and found that there are significant gaps between most companies’ sustainability goals and their ability to attain them.
For example, consider these key findings:
- Reminiscent of the Aberdeen study published last month, this new IBM survey adds further proof that sustainability is becoming a business imperative. Despite the current economic downturn, 60% of survey respondents said CSR is more important to their businesses now than it was a year ago. Only 6% said it was less important.
- 87% said they are focusing CSR activities on improving efficiency, while 69% said they are using CSR to help create new revenue opportunities.
- Unfortunately, though, only 30% of executives responding to the survey said that their companies are collecting CSR data frequently enough to make strategic decisions that address inefficiencies across eight major categories – CO2, water, waste, energy, sustainable procurement, labor standards, product composition and product lifecycle. 24% are collecting this information only monthly and 32% no more than quarterly.
- Even more disheartening, 29% aren’t collecting any data at all from their supply chains. Eight in 10 aren’t collecting supplier data for CO2 and water, and six in10 aren’t checking supplier data for labor standards.
- 65% of survey participants said they still don’t understand their customers concerns about CSR issues. Remarkably, 37% aren’t conducting any research on the topic.
As in the Aberdeen study, outperformers in this survey ranked consistently higher in collecting every type of CSR information frequently or in real-time across all major green and sustainability categories. It came as no surprise to me that they also ranked higher in information collection from suppliers.
Likewise, nearly twice as many of the outperformers said they understand customer concerns about CSR. They are also more proactive in collaborating with key stakeholders and twice as likely to rate open sharing of information among business partners and stakeholders of the highest importance in achieving their CSR objectives.
For more information on the IBM study, see this press release and the 16-page report “Leading a Sustainable Enterprise: Leveraging insight and information to act.”
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