The future of our planet is at stake, and yet, corporate enthusiasm for sustainability seems to be fading. In the face of this concerning trend, David Picton, Senior Vice President of ESG and Sustainability at EcoOnline, remains an unwavering optimist. For him, sustainability is not just an ethical imperative but a powerful business driver.
Picton's journey towards sustainability began early in life. His involvement in the Duke of Edinburgh awards and Scouts, coupled with a degree in geography, instilled in him a deep appreciation for environmentally conscious practices and their impact on communities.
"I've always been passionate about the positive change that can be achieved through collective action and community-focused initiatives," he says.
His professional path took an interesting turn when he joined the military during the Cold War era and the post-9/11 world. As a logistics and supply chain director, he developed a keen awareness of ecological sensitivity, especially in ecologically fragile training grounds.
"The military often works in close proximity to ecologically sensitive areas, and we also do a lot of community-building work. People don't often realize that the military is about more than just attack operations; we spend a lot of time doing charity work and working with communities to build them up," Picton explains.
After leaving the military, Picton delved deeper into supply chain management, particularly in the construction industry. This experience led him into leadership roles in sustainability and ESG, where he recognized the interconnectedness of companies and the importance of supply chains in driving sustainable practices.
"I realized that safety and sustainability are critical aspects of business, especially when it comes to resource usage and community engagement. By building strong relationships with communities and fostering social good, companies can create a positive impact," he says.
Picton's expertise in linking sustainability with sales growth led him to found his own consultancy, where he worked with businesses to integrate sustainable practices into their growth strategies. One of his clients, Alchemist, was later acquired by EcoOnline, and he was invited to take on his current role.
Today, Picton spends much of his time working with customers, helping them develop sustainable products and services that support growth. He sees himself as a storyteller, bringing sustainability to life through engaging narratives.
"I spend a lot of time on stage, either virtually or in person, telling stories that showcase the real-world impact of sustainable practices. It's about inspiring and educating people," he says.
One of his most memorable experiences was presenting at the United Nations in Geneva. "It was incredible to be in the headquarters, speaking to ministers from around the world about how we're turning sustainable practices into reality. It really highlighted the global nature of the challenge and the importance of international collaboration," Picton recalls.
But here's where it gets controversial: despite the growing awareness of the importance of sustainability, many businesses still cut sustainability programs when costs need to be reduced. Picton strongly believes that this short-sighted approach is detrimental in the long run.
"You don't have to get everything right on the first day. The key is to ensure that there's a solid business case behind your sustainability investments. Too often, businesses panic and abandon initiatives before they've had a chance to bear fruit. It's important to take a measured approach and roll out changes gradually," he advises.
For Picton, sustainability is not about moral duty but about commercial benefit. He recalls a conversation with employees at an entertainment company who believed their role was to "save the planet."
"I reminded them that their job is to provide entertainment, not save the planet. It's about using the planet's resources responsibly, not about saving it. The planet will take care of itself; it has mechanisms to correct imbalances. Our responsibility is to ensure we're using resources sustainably," he says.
However, Picton warns that humanity is consuming finite resources at an alarming rate, faster than they can be replenished. The concept of Earth Overshoot Day, where humanity's demand for ecological resources exceeds the Earth's capacity to regenerate, is a stark reminder of this reality.
"It's not about saving the planet; it's about saving future generations and living responsibly now. The effects are already visible in nations struggling with extreme weather and climate events. We're seeing more extreme weather patterns, and it's only going to get worse if we don't act," he cautions.
Picton believes that companies that view sustainability as incompatible with profit are missing the point.
"There's always a way to approach challenges responsibly. It might take longer, but that's the trade-off. The energy debate, for example, is often framed as a binary choice between renewable energy and fossil fuels, but this is unrealistic. We need to collaborate and move towards a renewable future due to the finite nature of fossil fuels," he argues.
Another emerging challenge is separating fact from falsehood in an AI-generated information landscape. Picton warns against distractions from those denying climate change for their own agendas.
"The science is clear, and it's been proven time and again. We need to strike a balance and talk about these issues in a structured, measured way, taking the emotion out of it. It's about ensuring a responsible future for companies and the planet," he says.
Despite the challenges, Picton remains hopeful.
"It's easy to get caught up in the negativity, but I've found great hope and optimism in the stories of companies taking responsible action and integrating sustainability into their core strategies. That's what I take away from all of this - hope and a belief in a better future," he concludes.
