Sustainability as Strategy: Why One Executive Remains Optimistic Amidst Corporate Retreat
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Despite growing concerns of waning corporate commitment, a leading sustainability executive argues that environmental responsibility isn’t merely an ethical imperative—it’s a fundamental business driver. David Picton, senior vice-president of environment, social and governance (ESG) and sustainability at EcoOnline, believes a pragmatic, business-focused approach is key to unlocking lasting change.
From Scouting to Supply Chains: A Lifelong Passion
Picton’s dedication to sustainability stems from a lifelong connection to the natural world. A self-described “demon for cutting down on food waste,” his early experiences with the Duke of Edinburgh awards and Scouts instilled in him a deep appreciation for community impact. “I saw from a very early stage the impact you could have when you work with others, and the impacts that charities, particularly community-focused charities, can have,” he explained. This early passion was further solidified by a geography degree, shaping his worldview and career path.
His professional journey began in the military, serving during a period of significant geopolitical transition. It was there, as a logistics and supply chain director, that he first recognized the importance of ecological sensitivity. “Being in the military, we were often connected with ecologically sensitive areas in the training grounds,” Picton recalled. “The other thing, which people don’t realise, is that you do a lot of community-building work.”
Leaving military service, Picton honed his understanding of supply chains, particularly within the construction industry. This experience proved pivotal, leading to leadership roles focused on sustainability and ESG. “I became aware of how companies were connected and how the supply chain works,” he said. “That really led me through to the chief safety and sustainability officer role where safety and sustainability were critical, given the use of resources, the connections with communities, building communities, volunteering, so you had that relationship with the communities, and you created some social good as well.”
Bridging Sustainability and Profitability
After founding his own consultancy, Picton specialized in linking sustainability initiatives with tangible sales growth. His firm was later acquired by EcoOnline, bringing him to his current role where he helps clients develop sustainable products and services. Today, he dedicates much of his time to “telling stories” and interpreting the business value of sustainability for organizations across various sectors. A highlight of his work was presenting at the United Nations in Geneva, where he engaged with ministers from around the globe on the practical implementation of sustainable practices. “By getting a chance to get out there and talk to people from different countries and work across international boundaries, you realise that ESG, sustainability, safety, all of it is a united challenge.”
However, Picton acknowledges a concerning trend: the increasing tendency for companies to cut sustainability programs during times of economic pressure, often dismissing them as unnecessary bureaucratic burdens. He vehemently disagrees with this assessment. “You don’t have to get it all right on the first day,” he asserted. “The fundamental thing for me is making sure there’s a business case behind the investments [in sustainability].” He cautions against premature abandonment of initiatives, emphasizing the importance of phased implementation. “People sort of panic a bit and think they’ve got to achieve it all on day one. If you roll it out over time and spread that through, then it will work more effectively.”
Reframing the Narrative: Responsibility, Not Salvation
Picton believes sustainability is most effective when framed as a commercial benefit, rather than a moral obligation. He recounted a conversation with individuals from an entertainment company who framed their efforts as “saving the planet.” His response? “You’re not here to save the planet, you’re here to put on entertainment.” He clarified that the focus should be on responsible resource utilization, recognizing that “the planet will save itself, the planet corrects itself through all kinds of areas.”
Despite this pragmatic outlook, Picton is acutely aware of the escalating rate of resource consumption. He points to the Earth Overshoot Day – the date when humanity’s demand for ecological resources exceeds the Earth’s capacity to regenerate them – as a stark reminder of this imbalance. “This is not to save the planet, but to save future generations and to live in a more responsible way now.” The consequences of inaction are already visible, he notes, citing increasingly frequent and severe weather events globally. “You see nations that have struggled with extreme weather and extreme climate. You see where those caught in the hurricane season, the storm seasons coming through and affecting the UK. If you are more tuned into the environment you see the effects of extreme weather, and to be honest we’re seeing a lot more of it now.”
Picton firmly believes that sustainability and profitability are not mutually exclusive. “There’s something wrong in the way that you’re approaching the challenge, because there’s always a way to do it in a responsible way.” He challenges the binary framing of the energy debate, advocating for collaboration between proponents of renewable energy and those invested in fossil fuels. “There appears to be a competition between those who are in favour of a renewable future and those that are wedded to fossil fuels, but this is not realistic.” He anticipates a future where renewable energy will become increasingly essential due to the finite nature of fossil fuel reserves.
Another emerging challenge, Picton warns, is the proliferation of misinformation in an age of artificial intelligence (AI). He cautions against “noise distractions” from those who deny climate change, often driven by vested interests. “You can’t deny the science, it’s there, it’s been evidenced, and proven over and over again. The trick is to strike the right balance to talk about this in a structured way, so you avoid being accused of being a fanatic, and approach this in a measured way by taking the emotion out of it. It’s not about denying companies their future, but doing it in a much more responsible way.”
Despite these hurdles, Picton remains fundamentally optimistic. “It’s very easy to hear the negativity around this agenda,” he concludes, “whereas in reality I have taken much hope and optimism from it all. There are some great stories along the way and some great signs that people are taking it in a very responsible way and putting it into core business strategies. So hope and optimism is the final thing I’d take away from it.”
