First, a definition of the term, because „sustainable entrepreneurship“ can be understood on the one hand as how entrepreneurs implement the topic of sustainability in their own companies. This is the focus of the majority of this article. At the same time, „Sustainable Entrepreneurship“ also means that one’s own company is geared towards long-term and sustainable success and not towards the fastest and highest possible exit. Unfortunately, there are many so-called „serial entrepreneurs“ who „found“ companies in series and drive it to the highest possible value in the shortest possible time, only to make off with the company – in the best case with a few million in their bank account. The fate of the employees, often several hundred by then, is left to the buyers, who all too often fail to model real, sustainable value creation from the startup. This form of „entrepreneurship“ is what I call the „start, build, run“ principle, and to me does not represent true entrepreneurship. Rather, it is speculation with human capital.

But now to the topic of sustainability in companies. We (Pixum) understand sustainability as four different areas that lead to sustainable and responsible entrepreneurship:

1. sustainability of the products
2. sustainability of the office operation
3. corporate social responsibility (social and societal commitment)
4. compliance & code of conduct (values and principles of behavior).

Point 4 is the easiest economically and the most difficult culturally. If you have already developed and written down a corporate culture, you can quickly derive behaviors and values from it. If this has not yet been done, it must be the first step. In my opinion, values such as honesty, fairness, sustainability, reliability and integrity are the basis of sustainable entrepreneurship. Behavioral principles such as acting lawfully, sustainable and environmentally conscious management, separating private and corporate interests, and preventing abuse of one’s own position of power are among the behaviors that ensure loyal customers, employees and business partners in the long term.

When it comes to the sustainability of office operations (point 2), there are many ways to combine „sustainability“ and cost-effectiveness well and easily. For example, with relatively low additional costs, you can switch the power supply to 100% renewable energies, install lamps with twilight and motion sensors, eliminate. trash cans at the workplaces – which are usually filled with plastic bags every day – use recycled paper in all areas, offer business bikes and prefer to work with local companies. At Pixum, we save around 20,000 plastic bags per year just by having no workplace trash cans. Water dispensers and „non capsule cafe machines“ can also be used to supply water and coffee. As a benefit, this offers employees super espresso and cappuccino while avoiding the plastic or aluminum waste of capsule machines and the logistics burden of bottled water or even plastic bottles. When purchasing IT equipment, you can make sure that the devices are energy-saving and that the providers also operate sustainably. Creating awareness of sustainable behavior throughout the company is another way to have a positive impact: Offer business bikes for commuting and provide incentives where appropriate. Point out the operation of heating thermostats or buy automatic ones. Ask employees to refrain from sending unnecessary e-mails, as each of them has a CO2 footprint, and if necessary to use a chat program, which generally has a much lower CO2 footprint.

With providers some online providers (e.g. Planetly), it becamerelatively easy to measure and manage your own CO2 production, from data collection to reduction strategies and compensation measures. Of course, it starts with the decision to WANT to be more sustainable! As the saying goes: those who want will find ways, those who don’t will find reasons.

Point 1, the sustainability of your own products, is often the biggest, most complex and most expensive point in terms of sustainability and CO2 reduction – especially if you are a manufacturing company that produces and ships goods. Starting with some „simpler“ issues like sustainable electricity or „Gogreen“ from DHL, which also promises carbon neutrality, you need to analyze your supply chains and influence them as well, if necessary. In the end, there is often no way around compensating for the CO2 footprint that cannot be avoided. We also do this and support a CO2-reducing project via ClimatePartner with more than 50,000€ per year. In the end, however, this is the most difficult part economically. If you are not yet profitable, it is difficult to cover additional costs with equity-capital. If one has reached profitability, it is a „must“ for any company (also for Employer Branding) nowadays, in order to retain motivated talents and also customers in the long term.

Last but not least, point 3 is Corporate Social Responsibility (CSR), i.e. social and societal commitment. The support of social institutions, the promotion of museums or other non-profit organizations happens mostly through monetary donations. But you can also invest working time and give employees, for example, one day off per month if they make a social contribution on these days. For example, serving food for homeless people, picking up trash in nature, or helping with recreational activities for needy children. And a lot can also be moved with creativity: for example, at Pixum we did not pass on a governmental VAT reduction in the 2nd half of 2020 directly to the end customers, but asked them to allow us to collect and donate the money. An incredible amount of €500,000 was collected here, which we were allowed to donate to over 40 charitable organizations on behalf of our customers. So also involving customers, can become a great leverage for sustainable business.

In summary, at least half of the way can be done without significant investment. From defining values and codes of conduct, to reducing plastic and paper in the office, to changing electricity contracts and engaging customers, many pieces of the sustainability puzzle can be put together. If one is already profitable, it is nowadays a „must“ for a positive corporate image to engage in sustainability and CSR. A lot of it doesn’t cost a lot of money, and then what does cost money pays dividends in terms of the company’s image and the loyalty of customers and employees.