Trailblazing Sustainability in China with MNCs

Rich Brubaker, the founder of Collective Responsibility, has 20+ years of experience working in China. He has established himself as a proactive and hands-on sustainability expert within international business communities in Beijing and Shanghai.

With Rich, we dive into the various layers of organisational levers that drive sustainability, drawing inspiration from compelling case examples at Starbucks and Lego. We also explore the idea of addressing potentially small but real problems as a strategic entry point for companies looking to make a meaningful impact on sustainability rather than trying to tackle the overwhelming challenge of global climate change all at once. Join us for an insightful conversation on how businesses can promote and embody sustainability in today's world.

Key Discussion Points:
- How will driving local initiatives make more significant change happen over time?
- Innovation through failure: how embracing setbacks is critical to progress.
- Exploring the sustainability efforts of multinational companies in China

Timestamped Outline:
[00:00] –Introduction
[01:55] –Rich's work in Asia doing sustainability, CSR, and social innovation.
[07:07] - Multinational perspectives: Rich's advice on sustainable practices.
[17:15] - Organizational dynamics: unveiling the four essential layers for change.
[22:55] - Strategies to overcome mid-management hurdles.
[25:53] - The Lego Group: failure as a feature of sustainable innovation.
[34:48] - Interface: biomimicry in sustainable product design
[38:49] - Balancing authentic storytelling narratives with tangible problem-solving
[44:19] - Systems, raw material economics, and climate-driven inflation
[51:14] - Rich's content recommendations for moving beyond broad strokes content.

Referenced in the show:
Alan Watts on YouTube
UN WWDR:
https://www.unwater.org/publications/...
UN Migration:
https://www.migrationdataportal.org/?...
McKinsey:
https://www.mckinsey.com/capabilities...
BCG:
https://www.bcg.com/capabilities/clim...

Connect with Rich Brubaker at: https://www.coresponsibility.com/

Rich Brubaker's YouTube Channels

Richard Brubaker

Driven by the belief that change begins with a single step, Richard Brubaker has spent the last 15 years in Asia working to engage, inspire, and equip those around him to take their first step. Acting as a catalyst to driving sustainability, Brubaker works with government, corporate, academic and non-profit stakeholders to bring together knowledge, teams, and tools that develop and execute their business case for sustainability. Follow Rich Website: http://www.richbrubaker.com Facebook: https://www.facebook.com/rich.brubaker LinkedIn: https://www.linkedin.com/in/richbrubaker Instagram: https://instagram.com/richbrubaker Twitter: http://www.twitter.com/richbrubaker Contact Rich social@richbrubaker.com

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Collective Responsibility

Collective Responsibility is built on the principle that multiple stakeholders have an obligation to work together to develop solutions to Asia’s sustainability issues and the recognition that this a long-term, and complex process. We develop long term knowledge bases, capacity, and programs in the areas of CSR, sustainability, and civil society for both profit and non-profit enterprises. Our platform has been built using the same tools, capacity, and relationships that we use to build our clients’ platforms. It is our goal to move organizations beyond inspiration to action.

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