This does not become any easier especially since we live in a society that brings a focus on the short term – and the short term generally demands a focus on the bottom line. Stakeholders all too often want short term results and this usually means we ignore the impact on culture, and of course people.

We need to demand a focus on sustainability for the long term – from a people, brand and financial perspective. Too frequently we demand financial results at the complete expense of the people and brand – we need more creative thinking to find collaborative and holistic ways of managing this ever present tension.

Increasingly these stakeholders are customers/clients – are we prepared to allow them to dictate the way we treat our people and develop our brand? It is time to be courageous and stay true to culture and brand and have the courageous conversations with our customers