Balance or Destruction

For newcomers to the profession, it is today that the long-term position of a company counts.

The professional career of Solvig von Guenther after completing her studies in ancient history and music was decided after an encounter with the futurologist Prof. Dr. Dr. Franz Josef Radermacher. As an expert on topics of sustainable economic development, the professor of computer science at the University of Ulm travelled to many lectures around the world and wanted to give even more weight to his appearances as a speaker. The idea that arose between the two: to develop a musical – which deals with the topic of sustainability in all its facets. “The Globalization Saga- Balance or Destruction” was created – the individual pieces have been performed ever since, as companies and institutions dealt with the subject. Not uncommon, sustainability is now interpreted musically: “Criticism of civilization and visions of a better society are an integral part of artistic expressions in pop and high culture,” says Stefan Schaltegger, Professor of Sustainability at Leuphana University of Lüneburg. Solvig from Günther has not got rid of the topic and, as a freelance coach, has since sensitized many people to deal with the topic of sustainability.

Until a few years ago, sustainability was still occupied with thinking as far as possible in ecological categories and conserving material resources, sustainability is now on the agenda in many companies across departments – not only in corporate communication, but also in purchasing, controlling, sales and human resources. Sustainability shapes the employer branding of companies and is an important criterion for many applicants and newcomers to the profession to be interested in an employer.

“The younger an applicant is, the greater their interest in sustainability,” said Daniel Schmid, Head of Global Sustainability at SAP. “The discussions ask questions at a high level, which we have to answer very transparently and authentically. This requires us as a company to develop and coordinate content of our sustainability strategy in every area and country in which we operate.” The broad range of sustainability at SAP can be seen from two selected examples in HR management: Electric cars as company cars fall just as much under the sustainability strategy as they are in the goal of achieving at least 25 percent of management positions with women. to fill. “We have already achieved this. We want to increase this rate to 30 percent by 2022.”

The outdoor specialist Vaude Sport GmbH & Co KG prepares for the changed needs of future employees. Miriam Schilling, Head of Human Resources and Organisation, sees the entire company as a brand, but also puts sustainable human resources management in the foreground: “We ask ourselves in advance: Which position does the applicant fit into? What does he need to feel comfortable? How does he get the balance between life and work? What stage of his life is he at? What does digitalization do to people?” Result: “We then get to deal with exciting people. People who are self-sufficient or live in a community with like-minded people.” This then leads to new impulses: “Together with our employees, we develop the sustainability issues of the future.” Internally, there are exciting results: for example, the establishment of an organic canteen and more than 200 different working time models – with almost 500 employees. In return, the company receives many innovative ideas for sustainable business from its employees. And the employees feel safe – the turnover is 3 percent.

Werner & Mertz from Mainz is one of the pioneers in sustainability management, which is known above all through its Erdal brands for shoe care and frogasm as a cleaning agent. The consumer goods producer has initiated numerous initiatives in the field of sustainability, such as the use of recycled material for packaging or ecological water treatment. “We see ourselves in this area as an ever-learning organisation. Each of our employees also carries our sustainability messages to the public,” says Nadja Janzer, Head of Human Resources at Werner & Mertz. “That’s why sustainability is a training topic for us.” And one that can be conducive to your own career. Yannick von Raesfeld, 23, who now works in the company’s sustainability management after training as an industrial clerk, not only uses a service bicycle, but can also imagine a dual degree in the field of sustainability.

The career starter

“I discover the variety of new materials”

Thomas Schmitz, 31, is a passionate mountaineer and designs backpacks at outdoor specialist Vaude. A good balance in the job is worth more to him than the promotion on the career ladder.

Before I came to Vaude in Tettnang a year and a half ago, I worked for a short time in a design office. There I saw how industrial production and marketing takes place in saturated markets. New products had to be designed so that customers could make money from them. When my daughter was born, I looked at the world differently and thought more about the future. My view of everyday work changed. As a hobby mountaineer, I knew not only the company Vaude as a manufacturer of tents, sleeping bags and other outdoor items. In addition, I knew that the climbing scene was increasingly looking for ecological products. At the same time, however, it was noted that the outdoor market was also increasingly saturated. The closer I got to the company Vaude, the more I felt that there is a great feeling for sustainability, which is very important here on the use of ecological materials. So I found my new dream job. Today, I work every day at the interface of design and technology with the most diverse bio-based materials and discover the variety of new materials. Plug-in buckles made of castor oil instead of plastic or fleece for upholstery from cow’s milk – these are sustainable challenges for me. There is still a lot to do here, we try things that no one has done before. This is fun and provides the necessary balance in the job. I want to stay here for a long time, and that is why I have never dealt with any career advancement.

The University Professor

Stefan Schaltegger, Professor of Sustainability Management at Leuphana University of Lüneburg, on the manifold possibilities of studying sustainability.

Sustainability is wide-ranging: Current research results are combined with practical examples from the university and entrepreneurial context with the in-service MBA Sustainability Management or in the Master’s programme and thus a management training achieved in the area of sustainability. The question of how sustainable corporate development can be realized is dealt with throughout. The study programme covers not only ecological topics such as biodiversity, renaturation or trade on the world’s oceans, but also the use of artistic experiences and insights in the scientific sustainability discourse, a critical Dealing with Web 2.0 and the impact of social media in the context of society in the course of sustainability communication.

For students in the field of sustainability, the focus is often on the desire for a later meaningful activity. They want to contribute to a world worth living in. Fifteen percent of our graduates have set up their own business, which is above average compared to other universities. However, this also shows that potential employers must continue to work on their reputation stake in sustainability issues. The challenge for them is to strengthen their competitiveness with environmental and social aspects. However, a sustainable personnel policy will also be achieved.

Fields of sustainability

In the Forum Sustainable Development of the German Economy econsense e.V,which was launched a few years ago by the Federal Association of German Industry (BDI), large international companies and corporations are linked with the aim of transforming the transformation into a sustainable economy and society. Dr. Wolfgang Große Entrup, CEO of econsense and Head of Corporate Sustainability & Business Stewardship at Bayer AG, defines the following priorities, among others:

• Sustainable Development Goals – Improving 17 UN Sustainable Development Goals by 2030, including ending poverty, eradicing hunger, stopping climate change, or protecting the environment and ecosystems
• Sustainability in digital transformation
• Sustainable Finance, Sustainability Reporting and – rating
• Economy and human rights
• Sustainability in the supply chain through environmental and social standards
• Impact Assessment – understanding its own impact on society and the environment

Small and medium-sized enterprises define in the words of Mario Ohoven. President of the Federal Association of Small and Medium-sized Enterprises Sustainability, especially across generations. In contrast to corporations, the focus for medium-sized companies is not quarterly results, but the long-term development and preservation of their companies through sustainability. Medium-sized companies are usually closely linked to their employees, who keep them even in difficult economic times, as the financial crisis recently demonstrated. In addition, proposals to save resources or improve the life cycle balance in production are implemented quickly and without red tape. The protection of the environment begins on its own doorstep, the attractiveness of a company grows the more it identifies with its location. The sustainability agenda of small and medium-sized enterprises also includes a local strengthening of renewable energies according to the motto: “As decentralised as possible, as centrally as possible”.