Sustainability has moved far beyond the buzzword stage. Many companies now proudly share their ESG strategies, publish annual sustainability reports, and set bold goals. But as I’ve been learning, both through my formal education and personal career shift, strategy is just the beginning. The real challenge is implementation.
The Gap Between Intention and Action
It's one thing to have an ESG strategy on paper. It's another to embed those values into daily operations. I've seen this firsthand while researching how different organizations respond to sustainability demands. Often, there's a disconnect between leadership’s vision and the realities on the ground.
Some teams resist change. Others aren’t equipped with the right tools, data, or support. And then there’s the issue of competing priorities: short-term profitability vs. long-term impact.
Why Execution Fails (Sometimes)
A few reasons ESG strategies don’t move past the planning phase:
Lack of cross-functional alignment: ESG goals need buy-in from procurement, HR, marketing, finance, not just the sustainability team.
No clear KPIs: How do you measure social impact? What does "carbon-neutral operations" really look like in day-to-day terms?
Change fatigue: Employees may already be navigating digital transformations, reorganizations, or post-COVID adjustments. Another shift can feel overwhelming.
Turning Strategy into Impact
To bridge the gap, I've seen some best practices emerge:
Embed ESG into existing processes. Don’t treat it as an add-on. For example, link ESG goals to supply chain decisions, hiring criteria, or bonus structures.
Communicate and educate. Internal communication is key. So is training, helping people see how their role contributes to sustainability.
Start with pilot projects. Small wins can build credibility and buy-in. One company I looked into began with waste reduction in one facility before scaling.
What I've Learned So Far
As someone transitioning into sustainability, what strikes me most is how essential soft skills are here, change management, communication, even empathy. We can’t just throw frameworks at people and expect transformation.
I wrote about this challenge in “Driving Organisational Change in a World That Resists It”, where I explored why even well-designed sustainability plans can stall.
Final Thoughts
Moving from ESG strategy to action isn’t easy. But it’s where real impact begins. The companies that succeed are the ones willing to listen, adapt, and keep going, even when it gets messy.
If you’re also figuring out how to turn values into action, I’d love to hear how you’re navigating that journey.
— Morena
