The latest episode of the Two Steps Forward podcast features an insightful discussion with Raz Godelnik, an associate professor at the Parsons School of Design. Godelnik emphasizes the need for future Chief Sustainability Officers (CSOs) to focus on transformational change rather than mere progress in corporate sustainability practices. This episode, co-hosted by Solitaire Townsend, explores key lessons from Godelnik’s extensive experience teaching sustainable business models over nearly a decade.
Godelnik asserts that effective sustainability initiatives require a nuanced approach. “You need to operate on different levels,” he explains. By engaging stakeholders where they are, leaders should prioritize issues that resonate more deeply with them, rather than immediately leading with sustainability. This perspective challenges the misconception that the field of corporate sustainability is declining, a topic recently explored in detail by Townsend in her essay on Trellis.
Moving Beyond Incrementalism
Godelnik critiques the current corporate sustainability landscape, arguing for a shift away from incremental improvements towards comprehensive systems-level transformation. “We’re living in an era where, for the most part, what we’re doing is tweaking the system rather than transforming the system,” Godelnik stated. He describes this approach as “sustainability as usual,” which prioritizes short-term profit maximization over long-term social and environmental goals.
He advocates for a radical rethinking of business models, urging organizations to innovate beyond existing frameworks. “The fundamentals haven’t changed,” he notes, but stresses the importance of recognizing how the political and regulatory environments can influence sustainability efforts. By zooming out to consider broader societal norms and market incentives, companies can better navigate the challenges they face.
Prioritizing Strategy Over Compliance
In his analysis, Godelnik highlights how external factors such as regulations and social pressures often play a more significant role in driving corporate sustainability than internal ambitions. He raises concerns that an overemphasis on compliance may stifle creativity and innovation within organizations. “There’s a lot of managerial sustainability going on, not much entrepreneurial,” he points out, lamenting that businesses often allocate more resources to auditing than to innovative strategies.
Godelnik’s commitment as an educator is to equip future professionals with the tools to act decisively and embrace experimentation. “What is really critical is how to instill in them a sense of agency,” he explains. Even small experiments in sustainability can lead to significant change, fostering a culture of innovation within future organizations.
The Two Steps Forward podcast is accessible on platforms such as Spotify, Apple Podcasts, and Amazon Music, with new episodes released every other Tuesday. As the conversation around sustainability continues to evolve, Godelnik’s insights provide a compelling call to action for future leaders in the field.
