Professionals strive to make a difference in their workplace, balancing ambitions with social impact.
The room was packed. Amidst murmurings in multiple languages, the air was charged with anticipation. Everyone was eager to hear the visionary behind the Danish fashion brand GANNI, its founder Nicolaj Reffstrup. Unable to find a free seat, I settled into the side of the small room at the Copenhagen Fashion Summit. ‘We’re building a plane as we fly it,’ Nicolaj said bluntly.
An honest confession about the uncertainty of doing the right thing in a corporate world that is transitioning towards sustainability, all without an instruction manual. Companies know this and are increasingly feeling the weight of the transformation. With growing social expectations, new waves of new European regulations, and increasingly environmentally informed consumers, businesses understand that the landscape has changed.
In Europe, protecting the planet is no longer a visionary and futuristic concept; it has become an entirely personal concern. Consequently, it’s not surprising that 76% of people entering the workforce, those aged 20-29, consider the climate impact of potential employers as an important factor when job hunting, according to the European Investment Bank.
A new element on the game board
A single word has made presentations on a company’s mission and vision feel incomplete. A word that enjoys amplitude but suffers scrutiny: purpose. We could define it as the influence a company exerts on employees, customers, and communities. But it is worth digging deeper.
Purpose is the engine of change. It involves recognizing that every organization has an unavoidable impact on its surroundings and exploring how it can turn that impact into a positive one, returning value to the world that sustains it. It is re-imagining the shareholder-focused corporate world to build dynamics with other stakeholders such as employees, community, cities, government, and non-profit groups.
Beyond numbers and meticulous reporting, purpose should drive daily operations. If a company lacks clarity on the positive impact it aims to achieve, it risks contributing to negative outcomes. This is where the human factor comes in. People within organizations don’t just want to be observers; they are beginning to demand an active role in this new paradigm for the corporate world.
What we look for from nine to five
A decade ago, the field of sustainable development rarely featured in everyday conservations. That is different today. Professionals, mostly young generations, not only show interest in knowing more about sustainability but also seek to engage in related initiatives through their work. The notion that every job can be a job with impact is gaining ground. Regardless of the sector, the opportunity to contribute positively during the workday is more tangible than ever.
The range of opportunities is extensive, from projects focused on restoring biodiversity to climate education initiatives. I have seen sustainability clubs spring up in offices, where experiences and knowledge are shared. Big brands like Prada have launched programmes such as ‘SEA BEYOND’, an internal initiative to educate about the importance of the oceans. At Pandora, employees reconnect with nature in integration activities by swimming in the Copenhagen canals. Patagonia, with its ‘Patagonia Action Works’ platform, connects environmental groups with resources and support, enabling their teams to be actively involved in conservation efforts.
We need more companies to say: “We don’t have all the tools yet, but we are on our way to finding them.” And here’s a secret: when organizations understand this, they will not only establish an authentic connection with their employees but they will also attract and retain top talent. Today, people seek more than a salary; they want to feel that their time and effort matter, that they contribute to a larger self. A perfect match between professional aspiration and social contribution. As we return to the office, now is the perfect time to ask ourselves: What can we do to make a difference around here?
