On North Star, Sustainability, and Change

A sustainability strategy without a North Star is like a ship without a compass.

In the rush to meet ESG expectations, it’s easy to get caught up in KPIs, frameworks, and regulations. But without a clear guiding purpose, a North Star, sustainability efforts risk becoming fragmented, reactive, or performative.

The North Star provides direction.

It aligns teams, decisions, and investments with a shared long-term vision, whether that’s decarbonizing operations, enabling circularity, or creating inclusive growth. It transforms sustainability from a compliance checkbox into a value-driven mission.

Without it, sustainability can become a collection of disconnected projects, easily derailed by short-term business pressures or leadership changes.

With it, companies can:

Stay consistent in the face of complexity

Prioritize what truly matters

Inspire stakeholders internally and externally

Turn ambition into lasting impact

Tip: Your North Star should sit at the intersection of your company’s core purpose, the needs of society, and the planet’s boundaries.

What’s your organization’s North Star for sustainability?