Chief Procurement Officers (CPOs) have been noticeably elevated within the business structure over the past few years — rising from pen-pushing back office functionaries to “orchestrators of value”.
CPOs are expected to deliver on more than just cost; supply chain resilience, agility, process innovation and, of course, ESG targets all increasingly fall within the realm of procurement, as company leadership increasingly looks to the function as a source of innovation, efficiency, and risk-avoidance. And, there’s no mistaking the risk that lies in failing to adequately address ESG targets. As Matthias Gutzmann, founder of DPW, wrote in a recent article for Fast Company, it’s “no secret that consumers are becoming increasingly conscious of not only what they’re buying, but who they’re buying it from, and how ethical those companies are.”
Unrelated to sustainability targets, but widespread boycotts levelled against Starbucks for their association with the Israeli government’s ongoing genocide of Palestinians, union busting practices across the US, and also anti-union practices as a direct result of pro-palestinian sentiment expressed by the SWU, have been a not so insignificant part of the coffee giant’s losing billions of dollars as its share price lurched downwards throughout December. Starbucks isn’t even on the BDS (Boycott, Divest, Sanctions) list, and still shed 7.4% of its share price in December.
It’s a high profile example, and not a typical example of a failure to comply with ESG goals (although “don’t be associated with a right wing government’s efforts to ethnically cleanse over 30,000 people” feels like it should probably make it onto most organisations’ to-do list) but the consequences are a clear reminder of the changing landscape that awaits organisations that fail (or just don’t want) to act ethically.
Gutzmann also notes that, in addition to hurting revenues, “These preferences also trickle down into employee attraction and retention, as Gen Z workers stepping into the workforce actively seek out organisations that share their values.” The result is the public actively favouring what he calls “purpose-driven” organisations.
However, there’s a significant challenge inherent in behaving with more ethical integrity and purpose as an organisation: while promoting ethical practices and environmentally friendly operations within your organisation is challenging enough, it pales in comparison to the task of ensuring such standards are adhered to throughout the entire sour-to-pay process.
For many companies, fixing their supply chain—whether that means tracking and curtailing Scope 3 emissions or distancing themselves from suppliers associated with deforestation or human atrocities like modern slavery—falls firmly at the feet of the CPO. Gutzmann notes that “While the transition to becoming a purpose-driven company requires buy-in from everyone within an organisation, perhaps no executive has had to take on more new responsibilities than the [CPO].”
If 90% of an organisation’s greenhouse gas emissions, for example, originate in its supply chain—along with other sources of environmental impact like resource and water consumption, human impact, land use, and more—then understanding and taking steps to curtail the negative impact of that supply chain is an essential part of a CPO’s role.
Gutzmann argues that CPOs will need to become “ethical sourcing enforcers”, adding that the benefits will often outweigh the cost. Not only will CPOs driving genuine ESG reform in their operations avoid potential risks from an alienated customer base but, he adds, “when asked if they would be willing to pay more for a product they could be sure was ethically sourced, more than 83% of consumers said yes. And we’ve seen that companies who prioritise ethical sourcing (ranging from outdoor clothing brand Patagonia to the ice cream giant Ben & Jerry’s) are rewarded with massive praise from consumers while also boasting impressive bottom lines.”
