Invest in a Little Language Learning
Watch a brief video about this topic.
Have you ever traveled to a country where you didn't speak the language? There's a good chance that before you ventured out you learned at least a few phrases of that language. Maybe you did it out of respect for the locals, or curiosity and the sake of learning new things. Or maybe you did it for purely utilitarian reasons, like wanting to make sure you can find the bathroom when you need it.
This same principle applies to convincing others to support sustainability initiatives. A couple of years ago I wrote an article about selling sustainability to those who control the money. The relevance and business case for sustainability have advanced even more since I wrote that, but I still frequently hear the excuse that sustainability cost too much. Now is a good time to revisit these concepts.
When it comes to getting support for sustainability it's important to speak the same language as those you're trying to convince. We pick up words that are specific to our job function or industry. Finance people easily think in terms of formulas and acronyms that make perfect sense to them. While sustainability people can find themselves in their own bubble of acronyms. Hotel owners have their own language. Event planners have their own language. And so on.
When we use terminology and context that is unfamiliar to those we are trying to convince, it can feel like a foreign language. It can lead to confusion, intimidation, indifference. The ideas of return on investment and sustainability still sometimes seem to be at odds so we need translators who can speak the language of both sides. The article highlights a free tool that might help you do just that. A bit of a warning: it is a fairly technical tool and you have to be okay with spreadsheets. BUT it is accompanied by a lot of explanations and there are tutorials for each of the workbooks. If you are willing to give it a try, it will definitely help facilitate a conversation and business case development among different departments, including and especially finance!
Also, remember what it's like to be in that other country where you don't speak the language (or don't speak it well). It requires being willing to look a little foolish, ask a lot of questions, and maybe rely more on pictures and gestures. Approach this conversation in the same way, with an openness to doing whatever it takes to communicate your point, and find that bathroom!
In Astrapto Academy's online course Ignite the Sustainability Leaders Within, we present a list of top 10 excuses. The "it costs too much" copout is #7 (in no particular order). Sign up and learn about the other excuses and how to overcome them with leadership best practices. We also invite you to share your language mishaps on social media so we can help you clarify and convey your message and drive positive change.
Read and watch more from the IGNITE series here.
