Who leads the way for Sustainability at a company?

Good day,
I have been reading books about companies that have created great projects to make their operations more socially responsible and sustainable. Companies like Patagonia, Stoneybrook Farms, New Belgium Brewing, and even Ford. The first three companies are relatively small and the leadership are individual visionaries that have made those companies so unique. At Ford, Bill Ford was responsible for driving the initiative that saw the refitting of the Rouge River plant into an environmental centerpiece.
Certainly the visionary leaders stand out and make for great copy in a book about sustainability. The smaller scale programs that are starting at different companies aren't going to get the attention.
There are going to be challenges instituting sustainability. I can tell you what I've heard from others. There have been people that don't see larger goals and so complain about what they consider as personal inconveniences. A friend at another company related a story about how a sustainability effort was poorly communicated by a middle-manager who described it primarily in terms of compliance. Therefore, the people in that group not only were not inspired, but only saw this as a cost-cutting move disguised as a sustainability initiative.
What have you seen that has worked at your workplace?
Regards,
Bob

Hello Bob,
We have lauanched a broad number of tasks to communicate effectively the significance of Sustainability or Carbon management. Like Weekly Email campaigns on a selected topic, organizing a join efforts, display of hoarding at places where employees frequent a lot, use of systems for common car pooling, creating separate bays for parking bycycles and organizing brain storming session with SMEs on the topics of sustainability and Carbon. Even we did surveys invloving all the employees to fill in the information on what they see - are major areas - company would be working on.
Being a Core Team memeber of Go Green Campaign what I have seen is its not the individual but the set of activities, which actually motivates employees to better particpate. If they find the initiative liked to their day to day activities they participate even more. 
Thanks
Jayakumar

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