The human aspect is the decisive factor - part 3


Three-quarters of employees are unhappy. Absenteeism figures are higher than ever. And this while we need everyone with good spirits to realize the transition. We looked for answers and found Dr. Kim Cramer, co-founder of BR-ND People that builds brands and uses a scientific method to make employees and organizations flourish. Facts, experiences, tips straight from practice…

BY: GIJS DE SWARTE

Kim Cramer: 'What is working happily? A term you come across more and more is Social Sustainability. With sustainability, people often think of ecology and the planet, but how we as people deal with each other is an important part of it. Part of our work consists of creating organizations that are long-term sustainable. Justice, equality, inclusivity and diversity are core concepts that belong to it. The question is, how do you get there? It is initially often a collective search for the fundamental strength of the enterprise. What does everyone want to stand for and are we going to put our shoulders to it?'

Personal drivers

'We have developed 23plusone for this. That is a scientific method where visual stimuli are used to discover how people are trying to become happy. People strive for happiness by moving across twenty-four fundamental areas of interest, such as friendship, curiosity, winning, health, sexuality, etcetera. Those values are depicted on cards and during a session participants are asked to react to them. That evokes more questions and answers and as the process progresses, you get closer and closer to the conscious or unconscious personal drivers. It is a low-threshold exercise where without it being hard work, a lot becomes clear. Including answers to the far too rarely asked but fundamental questions, what exactly are we doing, and how can we do that better for and with everyone?'

Holy Grail

'We work for large corporates and smaller idealistic organizations, from TNO and Kalkman Food to Animal Protection and Thorizon. If one thing has become clear in recent years, it is that individual drivers are decisive when it comes to the collective functioning and success of an enterprise. The human aspect is the decisive factor. If we want to achieve the sustainable development goals and realize the transition, we must be there. That is where you find the Holy Grail. If you have analyzed the drivers and are willing to respond to them, you have the basis for a socially sustainable organization. In which, as it proves itself time and again, everything goes better. People feel more comfortable, are more creative, more productive, work better together. If we want to keep moving in the right direction, also as entrepreneurs, then we will have to give Social Sustainability much more attention, if not undivided priority.'