Neil Gaught spent seven years in Auckland before returning to his English homeland. Photo/Paul Charman
A developer scrapes topsoil from sections in his Auckland residential subdivision — then sells it to a big garden centre chain.
The resulting homes for sale look great — albeit with temporary plants dotted about in an almost paper-thin layer of soil — but purchasers soon realise creating a veggie garden is near impossible.
I put the scenario — one I'd experienced first-hand — to British business consultant Neil Gaught, who's in Auckland promoting a book on ethics in business.
His book, Core: how a single organising idea can change business for good, published by Routledge, has many similar examples.
But rather than "tut tutting" over my story, Gaught pointed out the developer in question missed an opportunity.
"By sticking to a positive guideline, for example, 'Building Positive Communities', this developer could have sold each home with a bumper crop of organic potatoes in the garden ready to harvest," he says.
"This strategy could have united his employees, customers, investors and partners, plus generally made him a lot of friends. What's more, it could have made him a lot more money.
"And while there's a marketing challenge to explain the benefit of sustainability over the cheapest-price option — today's successful businesses are taking on that challenge," he added.
Gaught is a UK-based business consultant who focuses on the international development sector and private sector companies, who make a contribution to society beyond Corporate Social Responsibility (CSR).
His clients list includes the likes of Bill and Melinda Gates and the World Bank.
In the past few weeks, he has promoted his book in Europe, Middle East, Scandinavia, Canada and the United States — but Gaught, who has also served in the British Army and briefly in the French Foreign Legion, is also no stranger to Auckland. He lived here for seven years ahead of returning to England in 2008.
"We're facing the same challenges all over the world," he warns.
"Climate change is focusing the minds of business people all round the world — as we're told we possibly have 10 years to find solutions and put them to work.
"In a way this is a blessing; it is bringing matters to a head on several fronts in the business world.
"Businesses are looking for effective ways to operate — most of them want to do the right thing.
"Consumers are demanding change — no longer satisfied with "green wash", or an "appearance" of social responsibility that lacks substance."
He says forward-thinking businesses everywhere are rising to this challenge.
"We could all provide examples of a few [businesses] that ethics-wise, should probably be wiped-off the face of the earth, but many more are making 'good money' as they operate in a sustainable and socially responsible ways."
Gaught thinks positive Kiwi examples would include companies such as Sanitarium Health Food Company and Hawkins Construction.
On the international front he says he's a fan of IKEA Furniture and many others.
"But a common thread in all of them is sticking to a single organising idea — even if that's not what they call it," he says.
"I'm told Auckland Council is under pressure to find money for transport infrastructure and Americas Cup facilities, but that concurrently its sewerage system is so antiquated that some beaches can become unsafe to swim at times, due to leakage into the marine environment.
"A single organising idea (SOI) here that puts human life and health at the core of the planning would be a powerful reference point against which long-term sustainable solutions are the outcome.
"Fixing underground sewage infrastructure may not seem as sexy as other areas of expenditure. But if the need was put in an honest and compelling way, such as pointing out that this will help your children to stay healthy, the public could be won over.
"It's a case of making a business case which treats people — and planet — with respect and credits them with sound judgement."