FabianPattberg.com

I have been working in the Sustainability /CSR business for many years now. And I am increasingly coming across more and more people that are of the opinion that the Sustainability Business sector is totally different from all the other business sectors.

So I asked myself that question. Is this business sector different to other sectors for example the chemicals business sector?

Is the Sustainability business sector different?
Can we actually say this is correct just because we as Sustainability professionals and enthusiasts, claim to have the moral high ground and possible answers on how to save our planet and all of us eventually?

The answer in my opinion is a clear “No”. I don’t think we can say that the business sector is different from any other business sector.

Why? Because no matter what you do, business, including the Sustainability related business, is being conducted between individuals that have their own personality, likes/dislikes, ambitions and education.
In my opinion any outcome / interaction of these individuals is what you call “Business”. These business basics are also valid for how business is conducted in the Sustainability business sector in my opinion. This is a very basic way of seeing business but it always helped me in the business world.

Having said that there is just one that probably is more developed in the successful business person working in the Sustainability sector then in other sectors.

What Really Counts in the Sustainability Business Sector
Being a level-headed, open and approachable person is essential and even more important in the sustainability business sector then it is in other sectors. Why? Because we can only then convince other people and organizations that we are serious about what we preach if we are seen as realists as well as enthusiasts at the same time. In other business sectors this not an absolute necessity for conducting business from what I have experienced so far. For people in the Sustainability sector this is an absolute business imperative.

This view of the Sustainability business sector always served me well but I am keen to hear what your experiences are? Do you agree or disagree?

Picture Credit: lepiaf.geo

I am currently reading Chris Brogans and Julien Smiths Trust Agents book. And one of the key themes of the book is the trust agent concept. A quote from the book reads: “Trust agents aren’t necessarily marketers or sales people; they are the digitally savvy people who use the Web to humanize businesses using transparency, honesty, and genuine relationships.”

Reading this prompted me to take a critical look at my own industry, the Sustainability and Corporate Social Responsibility (CSR) industry, and what people we trust in this industry.

Do we truly trust people like John Elkington, Jonathan Porritt, George Monbiot, or Al Gore? Only to name a few.

I am not so sure. We like them and agree with most of what they do and stand for. But do we trust them? Doesn’t trust really mean a lot more then just agreeing with someones views?

These are big questions and they are tough to answer but I believe there are certain key elements we are looking for when we decide to trust someone or not. Especially in the context of the web and the fact that you can not meet the person face to face right away.

Today I am looking for the elements of an online presence you should look out for when someone claims to be part of the CSR and Sustainability sector.

Elements of Trust for Sustainability and CSR professionals on the Web

• Does he/she have a blog or a website where I can take a look at what they do? Company websites are okay but the really interesting content and context is usually on the blogs. We seem to trust blogs more then company websites.
• Is this person using social media tools such as Twitter, Facebook, LinkedIn, etc to reach out to more people? If not then how is he/she communicating their messages online? A Twitter and LinkedIn profile is a must nowadays.
• What is the first impression of the content he/she is providing on their website/blog? Is the blog being used for self promotion only or is this real content with a proper message that adds something to the discussion of the particular topic?
• How long has he/she been working in the sector? Is he/she just out of university (not bad- but not so much business experience of course) or is he/she a seasoned professional that is now discovering the web and is willing to engage us online now?
• What is their general business experience other then in the Sustainability/CSR sector? The Sustainability and CSR business sector is not so vastly different to normal business sectors so general business experience is a very important aspect of trusting someone.

These are just a few, but in my opinion most important points to look for in new people coming into the Sustainability and CSR field.

Have I missed anything? What do you think could be added to this list?

Picture Credit: purplejavatroll