Our research reveals the critical role coaching can play in the shift towards sustainable and profitable business.

Most large organisations are making moves towards sustainability.  Leading organisations are integrating ecological and social factors into strategy.  But what about their cultures?  Is sustainability truly integrated?  Are there opportunities for game-changing innovation to be driven by a shift in the values and attitudes of individuals and teams?

These questions prompted Article 13's latest CSR research into the role and relationship of coaching and sustainability in large organisations.

Many factors constrain how fast and far organisations move towards being ecologically and socially sustainable.  Culture and values have so far received limited attention as a constraint and coaching has not been widely used as a means of integrating sustainability into culture and strategy.

Now values and culture, rather than technology or prices, are increasingly being seen as primary constraints, and coaching is emerging as a powerful and effective tool for transformation.  At the leading edge, more organisations are making the connection between personal development and sustainable development, between a coaching culture and sustainable innovation.

So what did we find?

Organisations at the leading edge are embracing the opportunity to drive innovation through shifting their culture, and the values and mindsets of employees.  Those that are still focused on technical resolutions and policies are missing an opportunity to leap ahead of their competition.  Article 13 director and accredited coach, Neela Bettridge comments, "True sustainability now requires far more than mere consideration in business strategy and we can now truly see innovative companies successfully using coaching as a means of leading an internally generated business revolution.  What is so compelling is the success of companies using coaching to break the constraints of culture and values, and recognising the link between personal development and sustainable development."

Neela Bettridge and Andrew Outhwaite are co-authors of the research.

Order your copy of "Sustainability inside-out" in our publications or contact:

Fiona Banyard

E:  fionab@article13.com

T:  +44 (0)20 8840 4450

Article 13 is pleased to announce publication of the second instalment in our serialisation of Carole Knight's insightful book on the key issues in modern biodiversity and environmental conservation.  Parts 3 and 4 will be released prior to the end of 2008.

This book brings our attention to the problems of 'blackness and despair' that prevail in the 21st century.  With a critical and analytical approach Carole Knight - an Article 13 associate - highlights our successive failures in not coming to grips with ecological thinking.  She writes in an easy to understand style but chooses her words carefully.

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