This post is the second in a six-part series based on Where Sustainability Lives, a new study that indicates that organizational structure matters to sustainability performance. Cecily Joseph, Director of Corporate Responsibility at Symantec, weighs in on the importance of securing the CEO’s support. She argues that it’s not so much a question of “where sustainability lives” but rather “does sustainability live at the CEO level?” that ultimately determines a company’s success.

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I recently read your study on the impact of where sustainability sits in an organization to the overall external recognition of the program.  Although I agree that there might be some correlation, I feel the strongest indicator of how well a CR program does and is perceived externally is how engaged the CEO is in the CR agenda. Simply stated, if the CEO is a driver of CR then regardless of where the CR staff sits – the program will outperform other CR programs where the CEO is not as engaged.

Perhaps what your study is really showing is that in those organizations where the CEO is more engaged in CR – he/she tends to elevate the program so it has more visibility.  However, it’s not that action that is driving the external recognition but rather the CEO’s ongoing actions to promote and integrate CR within their business. Having a CR team that reports higher into the organization is just a byproduct of the CEO’s interest and support of this – it’s not the reason the program itself is more successful.

When a CEO drives and promotes the CR agenda then all aspects of the business become engaged at an accelerated level.  This is the action that truly drives the success of a CR agenda including external recognition. So it’s not so much the general question of “Where sustainability lives” but rather “does sustainability live at the CEO level?” that determines success.