Spreading awareness and advocating for sustainability, it's imperative to go beyond mere words. We must engage in critical thinking to identify underlying issues and develop meaningful solutions. Collaborating with NGOs and projects helps assess the impact of initiatives, but how should we involve municipalities in the process?
In Reykjavík on Conf: Empowering CSOs & Communities for Sustainable Change: building the green future of the N-B reg, I presented some thoughts reflecting on the question "What is the role of CSOs in building the green future of the Nordic-Baltic region?".
Understanding the "why" behind sustainability is crucial especially when the word has become a trend. When this understanding becomes ingrained in our subconscious, we can move forward and potentially make a significant impact.
While structure and regulations are important, true progress requires a combination of efforts. Sustainability isn't just about waste; it encompasses every aspect of our lives. It involves social integration, working towards gender equality, promoting financial literacy, and fostering inclusive workplaces.
Collaboration is key. For instance, at Internationella Kvinnoföreningen i Malmö, we focus on foreign-born women but we have also built a long-term collaboration with Möllans Basement, a youth organization, to amplify the impact.
Companies, NGOs, and communities must work smarter by leveraging market intelligence, scanning the periphery, collecting data, and understanding emerging patterns. Effective communication of the "why" is paramount to making a change to the citizen's subculture. As Simon Sinek famously said, "Everything starts with the why." It's essential to cultivate a culture of sustainability, especially in Nordic-Baltic countries known for their progressive attitudes.
Recent events, such as the business gala in Malmö (Malmö Näringslivsgala), showcased a positive trend towards recognizing sustainable practices. More prizes are awarded to sustainable companies, including school projects, and youth ideas are celebrated.
While many companies are adopting sustainable practices, the underlying reasons must be understood. We need to redefine the narrative around sustainability to make it more than just a passing trend—it's about embracing a green future for generations to come.
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