Even the best sustainability strategies don’t always go as planned. Whether you’re a large corporation or a small business, balancing sustainability goals with the everyday demands of running a business can be challenging. If you find yourself falling short of your sustainability targets, don’t worry—this happens to many organisations. The key is learning how to adapt and move forward.
Here’s a guide on what to do when you’re falling behind on your sustainability goals, using examples that tackle a broader sustainability agenda, including areas like waste reduction, water conservation, and social impact, aligned with the UN’s Sustainable Development Goals (SDGs).
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Reassess your goals
When you realise you’re behind on your sustainability targets, the first step is to reassess. Were the goals realistic? Did they account for the resources available and the current operating conditions? Sometimes, businesses are inspired by ambitious industry-wide goals but don’t fully consider the challenges they may face in achieving them.
Instead of focusing solely on carbon reduction, consider other sustainability goals like waste reduction, improving water efficiency, or enhancing supply chain transparency. For example, if your goal was to achieve zero waste within a year but progress has been slow, consider scaling back to reducing waste by 20% over 12 months. This will still contribute meaningfully to SDG 12 (Responsible Consumption and Production) while being more manageable.
Example: In 2018, IKEA realised it wouldn’t meet its target to source 100% sustainable cotton by the original deadline. Rather than giving up, the company reassessed its approach, working closely with suppliers to gradually improve sourcing practices. This demonstrates that even large companies face setbacks, and reassessing goals is a vital step toward progress.
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Be transparent with stakeholders
One of the most important aspects of sustainability is transparency. Whether it’s with employees, customers, or suppliers, being open about challenges and setbacks builds trust. Communicating the difficulties you’re facing and the steps you’re taking to address them shows a genuine commitment to sustainability.
Beyond environmental goals, consider communicating your progress on social sustainability. The SDGs encourage organisations to prioritise ethical labour practices, promote gender equality, and ensure fair wages. If you’re finding it difficult to meet your goals around SDG 8 (Decent Work and Economic Growth) or SDG 10 (Reduced Inequalities), explain the situation and highlight the actions you’re taking to improve.
Example: Patagonia regularly shares both successes and challenges in its sustainability efforts. By being transparent about the difficulties in reducing its environmental impact and improving working conditions, Patagonia maintains its reputation as a trusted, responsible brand. Transparency like this builds credibility and ensures long-term engagement with stakeholders.
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Focus on other key areas of Sustainability
If you’re stuck on one area of sustainability, try shifting your focus to another. The SDGs provide a comprehensive framework, so you can focus on areas like water conservation (SDG 6), waste reduction (SDG 12), or improving working conditions (SDG 8). Shifting focus can make goals more manageable and still contribute meaningfully to your sustainability agenda.
For example, instead of focusing only on reducing your carbon footprint by 30%, you could start by improving water efficiency in your operations. This could involve reducing water usage in production processes or installing water-saving fixtures in your facilities. Progress in one area can build momentum for future sustainability efforts.
Example: Coca-Cola has focused heavily on water stewardship, particularly in water-scarce regions. They aim to improve water-use efficiency and replenish the water used in their production back into local ecosystems. Even small-scale improvements in water efficiency can contribute to SDG 6 (Clean Water and Sanitation) and provide more immediate results.
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Seek external help or collaborate
When you’re falling behind, it can help to seek external expertise or collaborate with other organisations. Sustainability consultants or partnerships with local NGOs can provide fresh insights and help you pinpoint where improvements are needed. Collaboration can also help you tackle social sustainability goals, such as improving working conditions or supporting local communities.
You might also find it helpful to collaborate with other businesses or community organisations to address issues like inequality (SDG 10) or education (SDG 4). These efforts can bring visible results more quickly than large-scale environmental projects, helping to maintain momentum in your overall sustainability journey.
Example: Unilever has partnered with local governments and NGOs to improve social outcomes, such as providing health education in underserved communities. By collaborating with local partners, Unilever was able to make significant progress on SDG 3 (Good Health and Well-Being) and SDG 4 (Quality Education). Businesses of any size can benefit from collaboration to achieve broader social sustainability goals.
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Turn setbacks into learning opportunities
Falling behind on your sustainability goals doesn’t mean failure—it can be an opportunity to learn and refine your approach. Take some time to evaluate why you didn’t meet your targets. Was it due to a lack of resources, unforeseen operational challenges, or poor planning? Understanding these factors will help you make more informed decisions moving forward.
If you set a goal to eliminate plastic packaging (SDG 12) but find it’s not financially feasible right now, consider transitioning to recycled materials or reducing plastic use by a smaller percentage first. Small wins build momentum and keep your team motivated to continue making progress.
Example: Google admitted it fell short of its 2020 renewable energy goal. Instead of abandoning the goal, they adjusted their strategy and are now working toward 24/7 carbon-free energy by 2030. This demonstrates that setbacks are not failures—they are opportunities to reassess and recalibrate.
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Recommit to your sustainability goals
Even if you’ve fallen behind, don’t give up. Sustainability is a long-term commitment, and falling short of a target doesn’t mean abandoning it altogether. Instead, reassess, learn, and focus on achievable progress. Consider breaking larger goals down into smaller, more manageable steps to keep momentum going.
You may have initially aimed to eliminate plastic waste completely, but reducing it by 30% over the next 12 months can still make a significant impact. The important thing is to stay committed to your sustainability efforts and continuously work towards improvement.
Finally …
Falling behind on sustainability goals is a common experience for businesses. Whether you’re focusing on reducing waste, improving water efficiency, or tackling social inequalities, the key is to reassess, remain flexible, and stay committed. By breaking down larger goals, collaborating with others, and staying transparent, you can turn setbacks into valuable opportunities for growth. Remember, sustainability is about progress, not perfection. Every step forward, no matter how small, is a move toward a more sustainable future.