Empowering Stakeholders to Become Sustainability Change Agents
Authors: Sharma S. , McClenaghan N. , Ruas J. , Hategan D. , Leith C. , Fox R. 
Published: September 2024

Objectives/Scope

This paper highlights how a company designed and implemented a regional sustainability roadshow as an interactive means to communicate the organization's sustainability priorities and objectives to regional teams. The roadshow aims to raise awareness of the company's sustainability strategy to inspire and engage personnel across all levels of the organization. The paper offers feedback and outcomes from the roadshow initiative as well as insights and best practices for adaptation by other organizations.

Methods, Procedures, Process

The regional sustainability strategy prioritized decarbonization, social investment and new energy collaborations. The strategy was communicated using traditional channels, including webcasts, emails and a dedicated web page. To ensure the importance and content of the strategy messaging was well understood and personalized, the company invested in developing a regional interactive, in-person roadshow. The event was designed to be agile and scalable featuring a sustainability trail consisting of five booths and five tasks each with a distinct theme, facilitated by volunteers. Participants formed teams and completed the trail, competing in a digital quiz reinforcing key messages after visiting each booth.

Results, Observations, Conclusions

The sustainability roadshow underwent format enhancements based on observations from the first few events. Improvements included setting clearer expectations for volunteers, improved pre-roadshow briefings, streamlined site logistics, and the creation of a roadshow toolkit. Condensed and mini formats were developed and implemented, at the request of smaller locations. Over a nine-month period, over 35 roadshows were held across more than 30 locations in the region, reaching over 2,000 personnel with the involvement of more than 225 volunteers. Based on post-roadshow feedback received, participants significantly improved their understanding of the importance of sustainability in their daily work. Feedback obtained via internal social media channels indicated that a good balance was achieved between fun and educational content. As a result of the roadshows, management has noted an increase in sustainability related enquiries and content requests for internal and external purposes, as well as an increase in interest for volunteering opportunities. A scalability how-to guide was developed to support plans for a global program in 2024 and continuation of the roadshows across the Europe region. The roadshow events have become a catalyst for raising stakeholder awareness and promoting personnel sustainability engagement.

Novel/Additive Information

The sustainability roadshow enables a more interactive approach to stakeholder engagement. Using a share and learn mindset, participants assimilate information that matters to them in a fun and interactive way. The organization also benefits by learning from the attendee's wisdom, paving the way for innovation and sustainable solutions’ scaling. This paper provides a resource for organizations seeking to establish effective stakeholder engagements of their own.