Chris Matthews on trust and change

As I lived through the frenzy of the general election campaign, I listened intently to what the politicians had to say. Two words, amongst many, were frequently mentioned – not Brown and Cameron but change and trust.

...these two words resonated because they are both critically important if efforts to become a more sustainable business that delivers bottom line benefits are to succeed

In working to embed sustainable and responsible business practices across United Utilities, these two words resonated because they are both critically important if efforts to become a more sustainable business that delivers bottom line benefits are to succeed.

Why change and why trust? First and foremost, becoming a sustainable business (and I assume most of us are not there yet) is a business change project primarily because we are asking people to behave differently – and there always has to be a good reason to do something different. To achieve this demands all of the disciplines that go with managing business change.

It is about painting a compelling picture of the future that everyone one of us, whether from a business or personal perspective, wants to be a part of; it is about respecting that people need to move through different emotions (including rejection) before they embrace the change; it is about having a robust plan to deliver the change; and it is about communication from start to finish, engaging those in the change process.

And what better change programme to be a part of than one which offers growth and opportunity, new income streams and new markets and one which safeguards the future for our children and grandchildren, our future customers.

Part of accepting the change is to have trust in where the change is taking you and to trust those that are taking you there. Consumers, for example, need to trust the brands and the companies that promote the sustainability credentials of their products and it is vitally important those companies do not abuse that trust. Trust in climate change has taken something of a battering in recent weeks as a result of Climategate and questions of data integrity surrounding climate change science.

While such concerns cannot be lightly dismissed, they should not erode and undermine the trust that is required to effect the change. Even if there are questions about the methods deployed by some scientists, what is not in question is that we cannot continue to deplete the world’s natural resources at current levels; nor can we ignore that there will be changes in climate that will impact our daily lives.

Nor can we ignore the opportunity that exists right now to take action that will enhance sustainability and deliver business prosperity. If we can think differently and more creatively we can realise that opportunity. Rather than be embarrassed about making money out of the environment, let’s celebrate the fact that responsible business practice that protects the environment adds to the bottom line.

At United Utilities, we switched from virgin materials for pipe ducting to recycled content and saved 40%. A greener stationery contract saved £250k. We generate 13% of our own energy needs worth some £8m per annum in avoided energy purchase and incentive income. I can’t think of many businesses that wouldn’t want to reduce cost to improve margin and competitive advantage.

Perhaps this is easy for a FTSE 100 business to say but these principles apply to all businesses in all sectors. But I recognise that getting started can often be the hardest step and that is why United Utilities are proud sponsors of the Prince’s Mayday network, the largest collaboration of businesses in the UK committed to tackling climate change. Membership of the network, that incidentally is free to join, gives you access to a one stop shop of advice and examples to inspire you to embark on your own change programme to deliver sustainable practices. Look at the website and become a part of a movement that will make a difference.

Trust me on this one – it is a change you will really want to make.

Chris Matthews is Head of Sustainability at United Utilities, Business in the Community’s Company of the Year 2009.