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Unformatted text preview: ﬂawed. Even if companies surmount the ﬁrst two hurdles, they often stumble over
the third hurdle: execution. While it is still early days in terms of judging the effectiveness of execution
in sustainability, our interviews and survey highlighted three main challenges in executing sustainability
initiatives. The ﬁrst is overcoming skepticism in organizations. Indeed, corporate respondents in the broader
survey group cited outdated mental models and perspectives as the top internal roadblock to addressing
sustainability issues. (See Exhibit 6 on page 22.) Examples of entrenched mind-sets that respondents cited
include views that sustainability is solely “an additional cost” or “a green utopia.”
The second challenge in execution is ﬁguring out how to institutionalize the sustainability agenda
throughout the corporation. Survey respondents and the thought leader group alike were adamant that
top-down vision, commitment, and leadership were critical for success—and that the absence of a topdown commitment was one of the greatest impediments to successful executi...
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This document was uploaded on 03/03/2014.
- Spring '14