“Sustainability is not a problem to be solved, but a condition to be created.”-@dswcollective #stratexcon #mindshift twitter.com/Innov8Social/s…— @Innov8Social April 24, 2013
Darcy’s experience at Nike & the Shambhala Initiative
Darcy spoke about her 20 year career at Nike, which included a number executive roles. When her team was approached to define the impact Nike shoe production was having on the environment and landfills—she was surprised to hear that the equivalent of one shoe of waste was created with the production of each pair of shoes, and that over the course of a year millions of gallons of oil were used to produce Nike’s various lines of athletic gear.
She set forth to shift the company from the inside. Forming a team to address social impact, they established the Nike Shambhala Initiative–an ambitious strategy to re-think Nike operations centered around aspirational sustainability goals.
The goals that Nike set were not intended to reward or recognize themselves for picking low-hanging fruit. They demanded 0 waste, 0 toxics, 100% closed loop systems and other key sustainability deliverables by 2020.
I found myself noting that the plan was markedly ambitious, increasing the chance of failing to reach those high-level goals. Darcy reframed the issue as she explained the power of transformational change.