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The Co-operative Chief Executive, Peter Marks recently unveiled plans to make The Co-operative ‘the greenest group in Britain’. To do so, 47 specific targets across social and environmental issues were identified and put to the management team as both short term goals leading to longer term objectives. These included: £1Bn pledge for energy efficient firms to help reach a carbon emission reduction by 35% (Co-operative investments); a selection of Ethical insurance products being offered for consumers; A commitment to stock FairTrade only products where possible and to invest in apprenticeships (up to 2,000 places for personnel within the firm). The Co-operative which runs a series of businesses along social and community partnership guidelines embraces everything from grocery stores to insurance and financial services to funeral services. The Co-op has been regularly cited as one of the most trusted brands in the UK and has been vocal in commenting on the role of ‘responsible business practices’. The Co-op employs 120,000 personnel across 5,000 operations.

In order to measure performance, the Co-op intends to set social goals and to be independently audited annually so that membership can hold the brand and the brand’s management to account. There are currently 6million of the UK population who are Co-op ‘members’ and Mr Marks would like to see this increase to 20 million by 2020. Mr Marks wants the Co-op to be a ‘standard for sustainable living and business practices’. Coming alongside of Unilever’s recent announcements on Sustainability and Marks & Spencer’s well known Plan A initiative – it is good to see a company getting behind specific actions. For as much as having BHAG’s (Big Hairy Audacious Goals = Vision) they must also set short term SFOG’s  (Small Focussed Operational Goals = Mission) which must relate to specific business priorities, but equally be measured and held to account.  The Co-op recently shed £80Million pounds worth of BP shares following the BP Gulf of Mexico disaster to underscore the Co-op’s policy of not investing in businesses that are not in line with the Co-op’s own policies and values/social commitment. Mr Mark’s further said that the Co-op recognises “the world’s population is rising, we’re running out of food, we’re running out of water, we have a huge amount of poverty, and we’re struggling through a global economic crisis. Something has to be done.”

As always, the Vision must be accompanied by small and easy-to-participate actions which support the goal. A good brand makes this not only clear, but easy to participate in and understand. The next step is for consumer’s to embrace Brands in their daily routines and in their lifestyle choices which reflect this, and enable them to ‘change their behaviour and mindset’. We applaud the Co-op, and hope that more Corporate Brands can look to them for inspiration. As one of Britain’s most trusted brands, the strength of aligning a Vision and Mission to Values and Actions demonstrates great value.