Project developers: CSR
Partners: all of the company's departments

Convincing my personnel

The product categories concerned

Context and description

As a truly cross-functional initiative, eco-design requires the implication of all of the organisation's departments and services.

The success of this initiative depends on the capacity to commit stakeholders, in a voluntary manner, by sharing the stakes and benefits of getting involved.

Every member of personnel, every department, possesses its own commitment dynamic and will be sensitive or recalcitrant to various arguments.

It is for this reason that convincing management and personnel can be a long and delicate process which is sometimes confusing and discouraging. Within this context, it is essential to begin this initiative as early as possible and to maintain efforts over time in order to ensure eco-design is successfully and sustainably put in place within the organisation.

IMPLEMENTATION

Difficult

Complexity of implementation

Low

Estimated economic gain

Low

Human means

6 months
1 season

Implementation timeframes

STAGES OF IMPLEMENTATION
Try it! : Follow the sheet step by step and have a go!
Step of
1
to
3
4
to
6
7
to
9
  • Improve your knowledge (See Cheat Sheet: Understanding an eco-design approach) to better approach eco-design and possess the first awareness-raising elements (definition, stakes, approaches...).

    Choose the date of my alert to complete this stage

  • List the benefits that eco-design can offer the organisation and illustrate them with feedback from organisations with a similar economic model.

    Choose the date of my alert to complete this stage

  • Identify the priority stakeholders: which stakeholders are concerned by the introduction of eco-design ?
    What is their scope of responsibility?

    What are their annual objectives ? What is their knowledge of the sector's social and environmental stakes?
    What are their veritable levers for action ?

    Prioritise these stakeholders according to their capacity to influence the success of the project and the benefits they have to gain by committing to it. It is possible to map these stakeholders according to a "benefits influence template". Furthermore, it is essential that these stakeholders have time to think about and then put in place the initiative.

    Choose the date of my alert to complete this stage

  • Instill adhesion on the basis of internal needs: for priority stakeholders, identify the volunteers from which support for the initiative can be drawn.

    It is also important to understand their profession, their priorities and their concerns, the objective being to ensure they converge and to open up new areas for experimentation. Tools to oversee change such as the "partners map" can be used at this stage.

    Choose the date of my alert to complete this stage

  • Identify the brakes and the opportunities: basing yourself on the partners map, list the main objections and advantages (known or supposed) of committing to an eco-design approach.

    Choose the date of my alert to complete this stage

  • Identify possible eco-design actions already in place within the organisation.

    It is possible that eco-design actions have already been developed but not promoted. If this is the case, this argument can be used to demonstrate the organisation's capacity to put in place such actions.

    It would therefore be of interest to share feedback (what worked well, what worked less well, what would need to be changed if we wanted to relaunch a similar action ...).

    Choose the date of my alert to complete this stage

  • Find out about the current context: customer expectations and the regulatory and competitive framework.

    These elements can effectively encourage certain departments to adopt a position regarding an eco-design approach. For this, it can be useful to research current and future French and European environmental legislation and to consult consumer surveys.

    Choose the date of my alert to complete this stage

  • Prepare arguments: for every objection raised, list possible responses which develop logical / rational arguments (statistics, figures, references, demonstrations, processes…) but which are also creative/emotive (stories, imagination, analogy…).

    Choose the date of my alert to complete this stage

  • Develop the "adhesion strategy": for every stakeholder typology, identify which awareness-raising actions are the most appropriate and categorise them over time.

    The objective is that the eco-design theme fosters in the organisation's environment.

    Every means possible can be used : formal (newsletter, monitoring, feedback…) or informal (ideas box, "ice-breaker" meeting, discussion over a coffee…).

    Choose the date of my alert to complete this stage

  • Propose one or several meetings with management and a manager or representative from every department to convince them to embark on an eco-design initiative thanks to the elements identified in the previous stages.

    Jointly define a short action plan (See Sheet: Try it! : Steering my eco-design initiative).

    Choose the date of my alert to complete this stage

Key indicators

- Formulating arguments.

- Level of understanding and adhesion to eco-design.

Watch point

Adhesion to the initiative is never definitively acquired, you may need to start over if contact persons change.

The objective is to ensure that a long-term eco-design culture exists within the organisation.

What did you think of the sheet?

Would you like to give us more details? Click here.