“Business collaboration” is the great oxymoron of corporate sustainability. Countless efforts by companies to work together to tackle the most complex challenges facing our world today—including climate change, resource depletion, and ecosystem loss—have failed because of competitive self-interest, a lack of a fully shared purpose, and a shortage of trust. To be sure, smart companies have embraced sustainability as a business imperative, and many have successful ongoing initiatives in areas they can address on their own—streamlining their manufacturing processes or reducing their fleet emissions, for instance. But when it comes to developing collaborative solutions to systemic problems, very little progress has been made.
The Collaboration Imperative
Reprint: R1404E
Addressing global sustainability challenges—including climate change, resource depletion, and ecosystem loss—is beyond the individual capabilities of even the largest companies. To tackle these threats, and unleash new value, companies and other stakeholders must collaborate in new ways that treat fragile and complex ecosystems as a whole.
In this article, the authors draw on cases including the Latin American Water Funds Partnership, the Sustainable Apparel Coalition (led by Nike, Patagonia, and Walmart), and Action to Accelerate Recycling (a partnership between Alcoa, consumer packaged goods companies, and local governments, among others) to describe four new collaboration models that create shared value and address environmental protection across the value stream.
Optimal collaborations focus on improving either business processes or outcomes. They start with a small group of key organizations, bring in project management expertise, link self-interest to shared interest, encourage productive competition, create quick wins, and, above all, build and maintain trust.