by Colwyn Elder (@colwynelder) The United Nations sustainable development goals (SDGs) are a new set of targets designed to change the world by 2030. The goals consist of 17 initiatives, agreed to by member states and applicable from January 2016. Tackling big global issues, the list reads not unlike the declaration of human rights; and while ending poverty, achieving food security, equitable education, gender equality, combating climate change, and health and wellbeing are all entirely necessary for sustainable development, these do seem somewhat audacious goals to achieve in just 15 years.
Breaking them down into bite-sized chunks, there are 169 more specific targets sitting under the SDGs. These will also be measurable and, once indicators are finalised in March, will hopefully help member-states frame policies and agendas.
Business and brands
So what about business?
Big global issues are daunting and overwhelming, but their consequences are local and accessible. The opportunity is for business and brands to bridge this gap between macro and micro.
While people expect government and corporates to take a lead and do the heavy lifting on global issues, customers are equally keen to participate in making the world a better place. However, the bigger the issue, the easier it is to distance oneself and call it someone else’s problem. What’s more, consumers tend to doubt that their (relatively) small personal contribution will have any real impact, and become unwilling to make empty gestures.
Locally relevant
Local projects give people a place to participate in a locally relevant way. Here, business may focus positive intentions in a way that is immediate and transparent, and your customers can better appreciate the difference your business is making because it’s closer to home.
One example is Neighbourly, a UK online platform that connects community projects and NGOs with business and individuals who want to help. In its own words, Neighbourly is “a friendly place where people come together to find and give help to local causes”. It also provides a platform for local causes to get noticed.
The dialogue that results with both business and other people involved in the project brings a sense of collective action, making efforts less empty and more worthwhile. Tangible results you can touch and see in your local community are that much more rewarding, as well as testimony to effective action.
Enabling personal connections
Finally, in giving your customers the opportunity to involve themselves in local projects, you’re enabling personal connections with people, thereby building trust and loyalty in an environment where this is increasingly difficult to achieve.
Strategic consultant Colwyn Elder (@colwynelder) brings a global perspective to the issue of sustainability, having lived and worked in London, Tokyo, Amsterdam and Cape Town. She contributes the monthly “Green Sky Thinking” column on sustainability issues to MarkLives.
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