Cultural sustainability emphasizes the role of culture in realizing the objectives set forth by the Sustainable Development Goals (SDGs).
As outlined by UNESCO, sustainable development consists of four key dimensions: Society, Environment, Culture, and Economy.
The process of globalization has transformed many regions into hubs of cultural fusion. As a result, cultural sustainability is jeopardized by uniform societies that favor the dominance of the majority over minority cultures.
Preserving cultural identities worldwide can advance the shift towards a more sustainable future. However, it requires economic prosperity and environmental preservation, including the cultural and natural heritage through tourism, handicrafts, and traditions.
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How cultural sustainability relates to sustainability
Sustainable development means growing and progressing in a way that meets our needs at present without compromising the ability of future generations to meet their needs too.
This also means preserving our culture, which is all about the customary beliefs observed by racial, religious, customs, language, religion, art, and laws.
Throughout history, humans have migrated from one location to another for various reasons, such as accessing resources or seeking more favorable climates. Wherever they settled, communities formed, giving rise to shared identities and unique cultures.
Nevertheless, globalization has fostered multicultural environments where diverse cultures interact, possibly paving the way for a more unified culture. With migration intensifying in recent decades, cultural adaptation has become essential for successful transformations.
In the U.S., Gen Z represented 17% of all relocations in 2023, significantly surpassing the national average of 8%. In comparison, Gen Y relocated at a rate of 11%, followed by Gen X and Boomers.
Consequently, their arrival influences the locality of the destination, resulting in a blending of cultures. Now, the challenge remains for the job positions and companies to adjust their strategy to attract these new talents.
In 2021, SK Group surveyed 1,500 U.S. adults, aiming to assess attitudes toward corporate sustainability. A significant majority of adults expressed a desire to be employed by a company that emphasizes environmentally sustainable business practices.
Gen Y and Gen Z exhibited the highest response rates, with 64% and 59%, respectively, emphasizing the importance of their company’s commitment to addressing climate change. If the companies are to attract these talents, their sustainability strategy should include the cultural values of these newcomers.
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Company’s green culture
The concept of fostering a green culture goes beyond a focus on environmentalism. Within a green culture, it is crucial to communicate to employees and stakeholders that they are valued as individuals and that the company is dedicated to a broader purpose beyond financial gain.
Company culture represents the attitudes, behaviors, and decision-making processes of individuals within the company. An example is Intel’s initiative to link sustainability goals to every employee’s compensation in 2008. Within four years, the company managed a notable 35% reduction in emissions, demonstrating the power of encouragement in driving sustainable practices.
Compensation is one of the major factors for the talents to be happy at the company. Interestingly, in the U.S., only 51% of the workers are satisfied with their jobs.
Smaller proportions indicate satisfaction with aspects such as training and skill development opportunities, compensation, and prospects for advancement. However, a significant majority report being extremely or very satisfied with their relationships with co-workers (67%) and with their supervisors or managers (62%).
The survey, which comprised 5,902 U.S. workers, including 5,188 non-self-employed individuals, was conducted from February 6 to 12, 2023, utilizing the American Trends Panel of the Center.
Establishing a culture of sustainability
Sustainability within an organization is essential not only for the health of the planet but also for the organization’s reputation. This draws in loyal employees and customers and ultimately fosters long-term business prosperity.
However, sustainability objectives often fail to become ingrained in the company culture in tangible ways, especially in bigger companies. For example, as of 2022, Walmart holds the record for the largest workforce globally, indicating about 2.30 million employees. The bigger the company is, achieving cohesion becomes more challenging although they hold the biggest responsibilities. Here are five methods through which the company can aid in the development of a cultural sustainability.
- Supporting sustainability culture begins with leadership. When employees witness leaders actively engaging in sustainable practices, they’re more likely to adopt these behaviors themselves.
- Integration into organizational values serves as a guiding principles for sustainable actions.
- Establishing key performance indicators (KPIs) related to sustainability allows organizations to monitor progress and evaluate the impact of their initiatives.
- Collaboration and Partnerships with external partners to collectively pursue sustainability goals offer valuable insights, resources, and engagement opportunities, amplifying the organization’s impact.
- Employee involvement and empowerment by forming cross-functional teams dedicated to environmentally friendly projects.
Related: Strategies for businesses to overcome sustainability challenges and thrive
While homogeneity may offer certain advantages, governments must embrace a community-centric strategy to safeguard cultural diversity and resilience. Because it enhances individuals’ well-being, amplifies their talents, and fosters harmony among communities and companies.
