The latest episode of the Two Steps Forward podcast features insights from Raz Godelnik, an associate professor at the Parsons School of Design, who advocates for a shift in corporate sustainability practices. Godelnik emphasizes the need for future Chief Sustainability Officers (CSOs) to focus on transformative strategies rather than incremental changes. His call for action comes amid ongoing discussions about the sustainability profession’s growth, contradicting the notion that corporate sustainability is declining.
Godelnik, who has taught a graduate-level class on sustainable business models for nearly a decade, shared five crucial lessons from his extensive experience. He highlighted the importance of understanding diverse stakeholders and engaging them based on their primary concerns. “You need to operate on different levels,” Godelnik stated. “Meeting people where they are often means leading with priorities that resonate more with them than sustainability alone.”
In this episode, he elaborated on the current state of the sustainability profession, asserting its global resilience. The conversation also touched upon Godelnik’s recent essay on Trellis, which argues against the misconception that corporate sustainability is fading.
Advocating for Systemic Change
Godelnik critiques the prevalent approach in corporate sustainability, which he describes as mere “tweaking” of existing systems instead of pursuing genuine transformation. He refers to this trend as “sustainability as usual,” primarily driven by short-term profit maximization. “What we’re doing is tweaking the system rather than transforming it,” he explained. He encourages companies to pursue radical innovation that fundamentally reimagines operational frameworks rather than making superficial enhancements within flawed systems.
A critical aspect of Godelnik’s perspective is the influence of external factors on corporate sustainability efforts. He notes that regulatory frameworks, societal pressures, and policy environments often have a more significant impact on corporate actions than internal ambitions. This insight raises concerns that an overemphasis on compliance stifles creativity and innovation. “There’s a lot of managerial sustainability going on, not much entrepreneurial,” he remarked, indicating a troubling trend where companies invest more in auditing than in innovative strategies.
Godelnik argues that fostering a culture of bold experimentation is essential. He believes that true progress in sustainability requires a commitment to entrepreneurial thinking and strategic action. “They’re spending more money with auditing firms than on innovation and strategic activity,” he noted, emphasizing the need for a shift in investment priorities.
Empowering Future Leaders
As an educator, Godelnik aims to instill a sense of agency in his students, encouraging them to explore innovative solutions, even within the confines of their current roles. “What is really critical is how to instill in them a sense of agency,” he said. He believes that even small experiments with change can lead to significant advancements in sustainability practices.
The Two Steps Forward podcast continues to provide a platform for discussing transformative ideas in sustainability. New episodes are released every other Tuesday and are available on major platforms such as Spotify, Apple Podcasts, and Amazon Music. The insights shared by Godelnik are a reminder for current and future professionals in sustainability to push for meaningful change that prioritizes long-term benefits over short-term gains.
