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How to Start the Conversation on Sustainability in your Company

I would like to see that sustainable thinking is the norm of the business world in 2021.

But still today, it’s not. It’s pursued as an exclusive opportunity for businesses doing well and a luxury choice for consumers. So, if you care that your company starts taking steps in the right direction, you have to be ready to sell that idea internally.

As much as many of us dread the concept of selling, we also realize that selling an idea is something we do daily. Just as you would sell the next movie choice to your partner for your next home-movie night (because, yeah, cinemas are still closed), you have to be able to sell big ideas within your company.

And when that idea is sustainability, you better come well prepared with a strong “why” and ideas on how this will help the company reach its goals.

And for the record, I have nothing against Greta Thunberg. She’s been an inspiration for me to set out on the sustainability journey, but the fact remains that her statements wouldn’t push a company to change its business approach. So, which arguments could land and resonate the best?

Employee loyalty

According to a Deloitte study, two in three millennials will quit their job if they don’t find fulfilment or if they sense that their current job has no ambition beyond profit.

And it’s not just millennials that expect a lot from their employers. A recent employee survey by Peakon reports that concern about environmental issues increased globally by 52% in 2019.

If that’s not getting your Human Resources department’s attention, try weaving your company’s sustainability efforts and values throughout your employer branding materials. You will make their job easier.

Company valuation

Investors’ goal is to get the highest possible return from their investment portfolio with minimal risk.  And in the next 10 years, climate change is among the biggest threats to humanity (according to UN Global Risks Report 2021).

So, Black Rock VC and other major players in the ecosystem are starting to reevaluate their investment strategy and criteria. They increasingly want to see founders build solutions for the future – solutions addressing real problems and ambition beyond profit.

People buy experiences, not products

And your job is to make them feel good about choosing yours. Consumers are increasingly paying attention to the backstory of the various companies they’re supporting. For example, take the fashion industry – a significant abuser of child labor (almost one in ten of all children worldwide are in child labor according to the UN). Campaigns like “Who made your clothes?” make people start looking into it and demand the big fast fashion companies to change. And part of that has been why Copenhagen Fashion Summit – the meeting place for the fashion industry’s positive change-makers – was established.

And if you think that just because you’re in the B2B segment, this doesn’t apply to you – think again. Doing business with a company whose reputation is damaged due to unethical or unsustainable business practices will no longer fly. That should help you formalize the arguments for bringing up sustainability in your company.

From what I gather, we need all hands on deck for the journey through the 2020s.

Here’s a few practical tips for starting the conversation:

  • Share with your team what your competitors are doing. What are they bragging about? What are they emphasizing? That might not be a leading sustainability strategy yet, but it possibly will start the conversation.
  • Host a brainstorming session on sustainability topics with a few colleagues that might benefit from implementing sustainability in the company. Create space where you can discuss what opportunities and challenges venturing in that direction might create.
  • Send data insights of how the industry/investment community is changing to the main decision-maker – the CEO – directly.  I would even consider sending a video recording from an industry-leading event like TechChill (a good option would be this one from the 2020 event featuring Lauri Kokkila from Inventure).

As much as I care about sustainability, I strongly believe that you have to start with a business case. At least that has been my experience. We operate in a system that aims and tracks growth and profit. So if you want to make a change, speak the language decision-makers understand.

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Event strategy for VC

When I started working in VC, conferences were treated as a nice extra. Something you sprinkled on top of a sourcing strategy that lived elsewhere, often in a partner’s address book. Being an investor meant you mainly had to spend a few days out of the office per week for dealflow meetings, you attended the occasional panel slot if you had a friend on the programme team, shared a few tweets and that was it. But today conferences are part of the core marketing infrastructure that keeps the firm in the flow of founders, operators, LPs and peers. These events act as a pretext to re-engage with warm or cold leads, whether a fund is at the beginning of their investment cycle or deep in fundraising for their next flagship fund.  Every tech city has its own flagship event. If you are a generalist VC, chances are you can easily identify 20 conferences that you are expected to show up at, and 40 that you could attend.  So, where do you start? How do you really decide whether it’s a good reason to attend? Most investors only see the tip of the iceberg: the logo of the headline conference. They rarely see the resource constraints that come with executing the field work. That tension creates too familiar operational dramas for marketing teams, including last-minute “Where is my ticket?” message, partner demands for main-stage slots, and the flurry of FOMO driven interest because another prestigious fund has been announced as a partner. And yet, despite common belief, investors don’t attend conferences for the parties.  When I look at the 100 plus conferences I have attended over my career, I tend to group the real reasons into 10 buckets. 1. Qualified dealflow Good conferences act as magnets. They pull in the startups that are relevant for a specific thesis, geography or stage. For generalist VCs, niche events are a way to see a concentrated sample of the market in two days. For more specialist firms, these events are a way to go deeper into a vertical, and to be visible in that niche. 2. On-the-shelf networking Conferences provide “on the shelf networking”: the infrastructure of meetings, lounges, apps and social events is already built. You simply step into it. For investors, that is valuable across several fronts: they can connect with  founders and future founders, operators for senior hires, practical experts and   LPs exploring new funds.  3. LPs and the (secret) permanent fundraise Most funds are always fundraising. Events that attract LPs are therefore particularly attractive. Even a handful of good LP conversations can justify several days out of the office, especially if this involves underground Berlin (Super Return) or a roundtrip to the French Riviera (IPEM).  4. Media relationships Some partners only have meaningful conversations with journalists at conferences, mainly because engaging with the media is not part of their day-to-day routine. For them, conferences provide an efficient way to concentrate press engagement in one place without having to pitch themselves. For marketers handling complex logistics across several markets, an event is often the one moment where the stars align. 5. Thesis signalling Good investors have local-based theses and want to attract dealflow consistently across several years, whether or not they have cash to invest. Attending Stockholm-based conferences is a way to say, “we are serious about the Nordics” without having to buy billboards in the airport (although some folks do exactly that). In that sense, VCs and event organizers are sometimes competing as community enablers. Both are trying to become the natural node for a given ecosystem. 6. Speaking and thought leadership Speaking slots are a form of social currency in venture – and comes with a few perks such as “speaker dinners”. Many partners enjoy being on stage and the status premium associated with it. I guess there’s a reason why some people are more interested in how they will look like on their Slush stage picture than what they are going to say. Beyond ego, speaking opportunities give VCs a platform to articulate their thesis, test a narrative in front of a live audience, and attract founders at the very top of the funnel. Some of the best inbound I have seen has come within a week of a talk. A founder who heard a line and followed up. A journalist who spotted a quote for a later story. Someone who waited backstage with a pitch. This is part of why VCs can be VERY intense about speaking slots. From their perspective, stage time is not simply a visibility perk. It is a key input into the marketing engine. 7. Curation Some conferences have a strong reputation for curation. You trust that if you turn up at TEDx, DLD, or similar events, you will be challenged and inspired. For investors who spend most of their year buried in spreadsheets, this is attractive. Alas, I think the content quality has nosedived these last couple of years so it’s less true. 8. Portfolio support Serious investors use conferences to help portfolio companies with commercial introductions, support them on talent hunting, offer stage visibility and access to LPs, journalists, and peers. When a portfolio company is having a big moment, everything else tends to rearrange around it.  9. IRL experiences Many VC franchises have grown used to operating digitally. What is often missing is a reliable in person interface for the broader community around the fund. Conferences solve this by using those moments to crystallise the community you are building.  A simple breakfast, an LP catching up with several of your founders in one afternoon: these are small touches, but repeated over ten years they are part of how trust compounds.  10. Watching to competition Conferences are one of the few places where you can literally see how competitors behave with founders, with LPs, with the media and with each other. Who is always surrounded by founders. Who is quietly building a niche. Who is sponsoring heavily in a

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