--- title: "Calling on all sustainability professionals: Have we created a monster?" description: Marjella Alma, CEO of Datamaran, questions whether the sustainability community have created a monster - and gives five ideas on how we move on. --- ![Datamaran Logo](https://pages.datamaran.com/hs-fs/hubfs/Datamaran%20Theme%20-%202022/Images/Datamaran%20Logo.png?width=216&height=48&name=Datamaran%20Logo.png) ![Datamaran Black Logo](https://pages.datamaran.com/hs-fs/hubfs/Datamaran%20Theme%20-%202022/Images/Datamaran%20Black%20Logo.png?width=216&height=48&name=Datamaran%20Black%20Logo.png) Login Login # Calling on all sustainability professionals: Have we created a monster? Author: [ Marjella Alma ](https://blog.datamaran.organic.dev/author/marjella-alma) March 22 2018 ![Reading time icon](https://blog.datamaran.organic.dev/hubfs/raw_assets/public/Datamaran%20Theme%20-%202022/images/module-icons/clock.svg) 4 min read **We created the monster “It” – our cherished sustainability community. ** It was created with good intent, I know. But the truth is that some of the work we do as sustainability professionals now undermines the purpose it aims to serve. The good news is that the solutions I propose include going on vacation (really), but I’ll get to the reasons why we’re here and the opportunity as I see it later on. **Now, we now have to re-invent “It”. ** One of the most debated topics amongst sustainability professionals is “how to make “**It****” **mainstream?”. By “It” we typically mean for our company, our investors and governments *to adopt measures to build more resilient businesses* – and to not destroy the earth as we make money. Sounds logical. We have a collective migraine as “**It**” often doesn’t get the attention it deserves – and sometimes ends up sitting with one person who spends most of her time filling out surveys. One budget and time-constrained person shouldering the responsibility for the long-term value of a company; a contradiction in terms, don’t you think? Shouldn’t that person be the CEO, anyway? And shouldn’t the CFO have oversight of non-financial issues, not only short-term shareholder value? What happens when the company screws up and there happens to be financial implications? Who is held responsible, the lady with the survey? And there happens to be a financial implication as a result, and that person is held responsible...Sounds like a lose-lose situation to me.. ## **It's mind-boggling** Simultaneously, how can **"It"** not be mainstream yet? It is widely discussed at Davos, in the G20, at the EU; Michael Bloomberg is running global working groups on climate change and there’s never been more ESG regulation. Every time there’s a new game-changing event.. Why does ****"It"** **keep disappointing us? Or are we overlooking something? We’re hearing ****"It"**** everywhere.. but still we only cite Unilever as the leading example – like we have done for the past 15 years. It’s like a record that got stuck. **What**** is going on? Are you as confused as me? Is it mainstream or is it not? How do we know? I need to know!** [Mark McKenzie from KPMG wrote last week](https://www.linkedin.com/pulse/sustainability-just-isnt-sexy-enough-mark-mckenzie/) that Sustainability wasn’t sexy enough? Who’s fault is this? And why does Sustainability have to be Sexy when Financial Accounting clearly isn’t. It’s still the top priority for the finance function and Boards of directors.. I do think there’s a lot of truth in it; somehow we haven’t nailed that compelling marketing (fear?) message to get “real action happening”. Silver lining: the CFO of Danone seems to be serious - as she’s tying their externally verified ESG performance to cost of capital. Carolien Gadella van Wersch joined us 1 year ago now. I read her LinkedIn summary and knew she understood: [![](https://blog.datamaran.organic.dev/hs-fs/hubfs/Imported_Blog_Media/Screen-Shot-2018-02-25-at-14_45_16-2.png?width=1582&height=540&name=Screen-Shot-2018-02-25-at-14_45_16-2.png "Sustainability consultant Carolien Gadella-van Wersch")](https://www.linkedin.com/in/carolien-gadella-van-wersch-5a27923/) She says:* “I supported clients in developing sustainable strategies (instead of a sustainability strategy)…”* How refreshing! That’s exactly it – we don’t need a sustainability strategy or a sustainability report - **we need to make the business sustainable**. That’s the goal. Did we lose track? I see five reasons why we might’ve strayed from the best path, and five reasons to help us elevate the discussion and capture It. (This is where you should go on vacation). 5 reasons why we created** “It”** 1. **We became experts** - in doing so, we made it uber-technical and scared away a whole bunch of people. 2. **We gave ourselves an unrealistic mandate **- we** **created responsibilities for ourselves across departments and in a mass of different issue areas. 3. **We created specialist job functions and consulting firms**, heads of sustainability, heads of CSR, and sustainability consulting. 4. **We created sustainability certifications**, training programs, master programs. 5. **We like the group **- we love the comfort; let’s face it, we are a cult. 5 ways to run away from **“It”** 1. **Cut the expert-jargon** - we need to cut the expert-jargon and talk “business risk and opportunity”. This is so crucial. 2. **Infiltrate not integrate** - we should infiltrate in mainstream job-functions. We’ll realize we have a lot in common with other departments. 3. **Teach mainstream business courses**. - we’ll realize we can reach the masses faster - and sustainable thinking comes naturally to the new generation.  4. **Go on a long vacation** - you’ll decide how to delegate and hand-over.  5. **Find new friends **- we have to get out of our comfort zone and pitch to the “others”. Yes it’s a pitch.. and it’s a repetitive pitch, but we might be surprised who we meet. Take inspiration from Danone. I believe that "**It"** represents a big business opportunity for us all. What do you think? ### The Ultimate Guide to Double Materiality - How to get started in 6 simple steps New rules demand the C-suite demonstrate they have an ESG governance infrastructure in place, ensuring their oversight and monitoring of the organization’s material sustainability impacts, risks and opportunities. **Consequently, business leaders need to have a clear and defensible position on their material ESG issues.** Download this free ebook to explore regulatory requirements and best practices for conducting a double materiality assessment. We'd love to keep in touch. By submitting this form you agree to receive the latest news, content & updates from us. You can withdraw consent by unsubscribing at any time. Check our [privacy policy](https://blog.datamaran.organic.dev/calling-on-all-sustainability-professionals-have-we-created-a-monster#) and our [terms of use](https://blog.datamaran.organic.dev/calling-on-all-sustainability-professionals-have-we-created-a-monster#) ## You may also be interested in #### Article #### [Press Release – Welcome to Datamaran 4: The Materiality Revolution is Here](https://blog.datamaran.organic.dev/press-release-welcome-to-datamaran-4-the-materiality-revolution-is-here) Contact: Saskia Ligteringen ![Reading time icon](https://blog.datamaran.organic.dev/hubfs/raw_assets/public/Datamaran%20Theme%20-%202022/images/module-icons/clock.svg) 3 min read [ Read More ](https://blog.datamaran.organic.dev/press-release-welcome-to-datamaran-4-the-materiality-revolution-is-here) #### Article #### [Insights from ESG leaders: Aligning the whole organization to deliver ESG success](https://blog.datamaran.organic.dev/aligning-the-whole-organization-to-deliver-esg-success) At GreenBiz23 Datamaran spoke with Chris Librie, Senior Director of ESG, at Applied Materials, a global leader in materials engineering solutions. ![Reading time icon](https://blog.datamaran.organic.dev/hubfs/raw_assets/public/Datamaran%20Theme%20-%202022/images/module-icons/clock.svg) 8 min read [ Read More ](https://blog.datamaran.organic.dev/aligning-the-whole-organization-to-deliver-esg-success) #### Article #### [4 Opportunities to Create Value and Avoid Risk with AI](https://blog.datamaran.organic.dev/4-opportunities-to-create-value-with-ai) At Sustainable Brands New Metrics 2017, Datamaran CEO Marjella Alma presented on how some of the world's leading companies benefit from leveraging a data-driven approach for their materiality and... ![Reading time icon](https://blog.datamaran.organic.dev/hubfs/raw_assets/public/Datamaran%20Theme%20-%202022/images/module-icons/clock.svg) 1 min read [ Read More ](https://blog.datamaran.organic.dev/4-opportunities-to-create-value-with-ai) #### Article #### [Insights from ESG leaders: tech makes materiality assessment easier (Clone)](https://blog.datamaran.organic.dev/tech-makes-materiality-assessment-easier-0) At GreenBiz23 Datamaran spoke with Ben Kruse, Global Head of ESG & Sustainability at Elanco Animal Health, a global animal health company working to improve the health of animals through innovative... ![Reading time icon](https://blog.datamaran.organic.dev/hubfs/raw_assets/public/Datamaran%20Theme%20-%202022/images/module-icons/clock.svg) 10 min read [ Read More ](https://blog.datamaran.organic.dev/tech-makes-materiality-assessment-easier-0) [![SR Logo Dark](https://pages.datamaran.com/hs-fs/hubfs/Datamaran%20Theme%20-%202022/Images/SR%20Logo%20Dark.png?width=203&height=60&name=SR%20Logo%20Dark.png) ](https://datamaran.organic.dev) - - - - [Cookie Policy ](https://blog.datamaran.organic.dev/calling-on-all-sustainability-professionals-have-we-created-a-monster#) | [Privacy Policy ](https://blog.datamaran.organic.dev/calling-on-all-sustainability-professionals-have-we-created-a-monster#) | [Terms Of Use ](https://blog.datamaran.organic.dev/calling-on-all-sustainability-professionals-have-we-created-a-monster#) Copyright 2026 Datamaran, all rights reserved. - [ Product ](https://datamaran.organic.dev/esg-software) - [ Case Studies ](https://blog.datamaran.organic.dev/customer-stories) - [ Events ](https://blog.datamaran.organic.dev/events) [ Book a demo ](https://share.hsforms.com/1j8ZyABxuS4mVd7w3XbfJaA2dt38) ##### Resources & Support ##### Company ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Marjella Alma", "url" : "https://blog.datamaran.organic.dev/author/marjella-alma" }, "dateModified" : "2023-07-02T19:09:17.292Z", "datePublished" : "2018-03-22T04:00:00.000Z", "headline" : "Calling on all sustainability professionals: Have we created a monster?", "mainEntityOfPage" : { "@id" : "https://blog.datamaran.organic.dev/calling-on-all-sustainability-professionals-have-we-created-a-monster", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject" } } } ```