It requires courage to go against the grain and challenge the status quo, but those who are willing to take that principled stand are the true environmental champions, paving the way for a greener, more sustainable future. Their actions inspire others to follow suit, creating a ripple effect that can transform communities and catalyze widespread change. To "green up and stand up" is to be a voice for the planet, to fight for its preservation, and to leave the world a better place than we found it.

By understanding their perspective—listen actively to their concerns, whether they stem from misconceptions, workload fears, or a lack of clarity about the benefits. Address these issues with empathy, providing data-driven insights that highlight the tangible benefits of sustainability for the organization, such as cost savings, innovation, and long-term resilience. Reinforce the importance of these practices by connecting them to the team's values and goals, emphasizing that sustainability is not just an environmental responsibility but also a driver of competitive advantage and positive impact. As Jane Goodall said, "What you do makes a difference, and you have to decide what kind of difference you want to make."

The key is to find what motivates the team member. It's quite possible that the sustainability solution can help them deliver their goals. So, for example: Sales teams - I have found that sales teams often value a new angle for their product; strong sustainability messaging means the teams can talk about something new, beyond price. Finance/CFOs - understandably, Finance will be wary of costs to implement sustainability measures. However, sustainability increasingly important for a) access to capital (investor questionnaire responses, green bonds etc) as well as meeting regulatory reporting (sustainability metrics increasingly part of auditor's responsibilities). Procurement teams - a new way to assess and understand supplier resilience.

I believe that aligning team members with goals depends on their personality. Their willingness to participate in goals depends on factors such as motivation, concern, accountability, and their awareness of the world around them, and etc... Therefore, as a team leader, we should try to raise their awareness and level of responsibility towards society and the environment, and try to encourage them to participate in sustainability programs by introducing study resources, holding opinion-sharing sessions among team members, and also providing their presence in training workshops. If the corrective and incentive programs are not effective, remember that as a team leader, you can replace non-aligned members with new people.

Involving the team is a critical requirement for the success of any sustainability initiative. Understand the reason why the team members are pushing back. Talk to them individually if possible. Address their concerns. you will succeed.

We need to engage in an open discussion & help the team understand that resistance often signals progress. When we face pushback, it usually means we are challenging conventional thinking & driving meaningful change. In sustainability, true impact requires persistence and a stronger push when obstacles arise. These moments demand determination, logic, & a commitment to shared goals. Our success is not just individual, it strengthens the entire organization. By staying focused, reinforcing our efforts with evidence, and aligning our vision, we can turn challenges into opportunities for real, lasting impact as a good corporate citizen. True progress lies in the ability to persist, educate & inspire.

Resisting sustainability practices frequently occur in teams, and addressing team members’ concerns while still emphasizing the importance of these initiatives are necessary. 1. Active Listening: Don’t create a space for discussion and don’t speak, but listen to their concerns to build trust. 2. Educate on Benefits: Be clear that sustainability is good for both the environment and the organization, with actual cases and real data making it credible. 3. Collaborate on Solutions: Decision makers work with their teams to arrive at solutions that carefully combine the company’s sustainability goals with the concerns of the team, providing them the best of both worlds.

To effectively manage a team member pushing back on sustainability practices, it’s important to first understand their concerns. Open, empathetic communication can help identify whether the resistance stems from misunderstanding, lack of awareness, or practical challenges. Providing clear, evidence-based examples of the long-term benefits of sustainability practices—both for the organization and the environment—can help shift their perspective. Additionally, offering training or involving them in small, manageable sustainability initiatives may increase engagement and demonstrate the positive impact of these practices. Ultimately, fostering a culture of collaboration and shared responsibility can turn resistance into support.

I really believe that, when people resist sustainability practices it is because: First, they haven't figured out how to connect their own purpose, with the real purpose of these practices.... Secondly, they don't feel that the leadership team agrees that this is something that really matters (not just for the economic benefits). So, with this in mind, as a team leader you must make sure your people are connected and believe in it, inspire them, show them how their work can create a meaningful impact on the community and their own lives, and push them to go beyond the superficial layers with empathy and humility.

Creating a safe space for dialogue helps uncover their concerns. I then share the tangible benefits of sustainability—both for our organization and the planet—using data and real-world examples. Collaborating to find common ground is key; we explore solutions that address their concerns while advancing our goals. This approach fosters buy-in and strengthens team alignment.