Thursday, March 15, 2012 by Tara Gallagher

It’s a challenge to package sustainability goals in a way that is both meaningful for your business and that conveys an inspiring vision of the future.

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Nothing is wrong with dry numbers but it’s nice to learn from those companies that have used powerful words to communicate bold aspirations in a way that propels their business into the future. Here are a few approaches we like:

Unilever Sustainable Living Plan: The Plan contains more than 50 specific targets that will:

• Help more than one billion people improve their health and well-being
• Halve the environmental impact of our products
• Source 100% of our agricultural raw materials sustainably

The devil is in the details, of course. But there is no denying that the title and the grand premise make the goals seem relevant and impactful. When small targets are connected to an overall strategy, employees and others are more likely to feel that the company has a meaningful vision of the future.

Marks & Spencer’s Plan A: The company introduced 100 (now expanded to 180) commitments it plans to achieve by 2015. As the company says on its website, “We're doing this because it's what you want us to do. It's also the right thing to do. We're calling it Plan A because we believe it's now the only way to do business. There is no Plan B.”

Interface Mission Zero: The carpet company promises to eliminate any negative impact on the environment by 2020.

Nike’s North Star: Nike developed its North Star to guide them for the long term by defining what sustainable products and a sustainable company would look like. They have termed their approach to designing out waste, chemicals and energy “Considered Design” and are challenging designers to “consider” their impact, choices, design, innovation and solutions.  Powerful words.

Let us know your thoughts about companies that are expressing their goals in creative, bold, and motivating ways.