Virgin Media | How can HR engage staff on sustainability

Over the past few years, Katie Buchanan, Head of Sustainability at Virgin Media, said that there has been a notable shift in the view of sustainability from a “‘nice to think about’ to a core part of how businesses work today”.

She told HR Grapevine: “Consumers, regulators, the Government and society are increasingly and understandably demanding more transparency, accountability and action from big businesses on environmental and social issues.” Simply put, she said that it is no longer acceptable for businesses to play a ‘passive’ role in society, adding that they need to adapt and respond to emerging issues – whether this is reducing environmental impact or supporting communities.

A plethora of research has shown just how important sustainable business practices are to both existing employees and those looking to jump ship. For example, previous research from BRITA revealed that younger workers value the sustainability credentials of their employer, with 86% stating that they would stay with their employer for longer if they reported on how they were trying to lower their carbon footprint. Elsewhere, the 2016 Cone Communications Millennial Employee Engagement Study found that 64% of Millennials wouldn’t take a job if a potential employer didn’t have a strong corporate social responsibility (CSR).

But it is not just existing and prospective talent that are conscious of an organisation’s business practices. Research from finance giant ING found that almost two-thirds of consumers would ditch products and brands that damage the environment, according to Business Green. Therefore, for employers wanting to compete for the best talent and consumers, sustainable business practices should be high up on the agenda.