Making Change that Sticks

Remember Blockbuster nights? What once took hours is now instant—because the best changes are the ones that make life easier. The same goes for sustainability. From electric vehicles to ESG integration, lasting progress happens when it becomes a no-brainer. Drawing on lessons from over a decade in the field, this reflection shares practical ways to embed change that sticks: breaking down silos, speaking the language of business, democratizing ESG knowledge, and making metrics matter. In a time of backtracking and whiplash, it’s a clear-eyed look at how to keep moving forward—quietly, strategically, and with impact.

Back in the day, choosing a movie to watch with friends was a whole expedition on a Friday night. Walking to Blockbuster, browsing the aisles, assessing whether it was a 1 or 2 feature night, negotiating preferred movie choice and walking home. By this time, half the evening was gone and we were too distracted to watch the ending. 

Although there’s a certain nostalgia tied to this experience – it’s impossible to think of going back. Now the smorgasbord of movie choices are on-demand, beamed directly into my basement – with no need to rewind and return the VHS tape the next day. Streaming is just one example of a change that sticks and becomes integrated into daily life because it’s a no-brainer. 

Pendulum Swings and Professional Resilience

When I got a new job as a VP of ESG just over three years ago, my first action was to buy an electric car.  I often think of Blockbuster when I plug in my EV. Being able to charge at home has negated the need for all those trips to the gas station.  As I hear the UFO-sounds of more EV’s driving around the neighbourhood – it’s another example of a change that will stick.  Quieter, cleaner air, convenient, less maintenance – EVs make a lot of sense for consumers in most urban centres. (In full disclosure, as a busy family we retain a gas car, but even filling up a bit less helps out.)   

For those of us who’ve been in the sustainability profession for 10+ 15+ years, we’ve certainly seen our fair share of pendulum swings as awareness on this topic waxed and waned.  We’ve learned to use our time in the spotlight strategically and then continue quietly building, educating, strengthening governance in the background when the focus shifted elsewhere. 

Seven years ago, on a tide of Larry Fink – the world woke-up to ESG.  ESG topics dominated headlines across the globe, there was a rush of companies appointing Chief Sustainability Officers and declaring bigger, bolder targets.  We saw substantive progress as ESG disclosure moved from the shadows of voluntary and optional into the realm of compliance and regulatory frameworks.    

Change Done- and Undone

In 2025, it’s fair to say that ESG professionals are working against a backdrop that has rapidly shifted.  Most are suffering from occupational whiplash. And, what struck me about this recent pendulum swing… was just how fast things came undone.  We have seen notable brands back-track from external commitments on DEI, financial institutions walk back from net-zero, companies remove climate disclosures from their website and regulatory bodies soften in their approach.  There are many well-researched articles on these trends, so I won’t go deeper here – but it prompted me to reflect on how we, as sustainability professionals, can make change stick, really stick – to the point of being a no-brainer. 

… it prompted me to reflect on how we, as sustainability professionals, can make change stick, really stick – to the point of being a no-brainer. 

– Rachel Guthrie

At Export Development Canada, I have the privilege of leading a team of hugely talented sustainability professionals who work across climate change, sustainable finance, environmental and human rights policies, ESG metrics and disclosure.  And I’m also immensely proud of the commitments EDC has made.  

Making Change Stick

ESG is a cross-cutting function, like Risk and Finance.  We work to integrate sustainable considerations into all facets of decision making. Here are some tactical insights and lessons learned (often the hard way) on facilitating change that sticks within an organization: 

• Resist the urge to silo E and S and G in your strategy or team design 
  Although the neat categories look convincing on paper, very few business impacts are as tidy in practice.  Pollution and deforestation spill over into human rights; the dialogue on mining and critical minerals, must also include the social aspects of Indigenous participation and equity.  Rather than having an environment team and a social team – create structures and strategies where these experts work together. Some of the most powerful dialogues occur when there is space to unpack implications between the E, the S and the G. 
   

• Speak more business, and less ESG 
  I’m now a firm believer that every ESG team should include people with experience from the core business to help us translate the ESG alphabet soup into real business terms. Speak first about supply chain resiliency and then unpack the labour and human-rights issues within.  Highlight the need for energy security, then explain the impacts of carbon emissions. It does matter how you lead the conversation. 
   

• Encourage cross-pollination of ESG knowledge 
  Where possible, fund ESG roles and projects to support sustainability progress in other areas of the business.  This is another powerful way to embed change as it bypasses the FTE/$ conversation and builds the business case for dedicated resources in key areas of impact, such as procurement, finance etc.   
   

• Find tools to help democratize ESG knowledge across the organization.  While there will always be a need for specialized teams with deep ESG knowledge, an understanding of sustainability and how it connects to the customer should be widespread. 
   

• Prioritize ESG metrics that are decision-useful.  The first decade of my sustainability career focused on external reporting frameworks such as GRI, SASB, and TCFD.  Now, I’m much more focused on embedding ESG metrics into internal reporting and dashboards to help inform strategy and decision making.  It becomes less of a rear-view mirror exercise and more forward-thinking.  

Sustainability earns a seat at the table by unlocking business value – by helping customers and companies avoid costs through identifying ESG risks or by leveraging opportunities through sustainable business practice.  Change will stick when it becomes a no-brainer and simply part of how we conduct responsible business.