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online refresher sessions, receiving updates on the latest changes and innovations in ESG. We are also working with the EEA on a second programme targeted at hotel managers that will look at how to embed ESG practices within an individual hotel. Ultimately, we hope that these two programmes will go far beyond the classroom. We aim to forge a network of industry leaders with the knowledge, connections and ambition to deepen sustainable business practices across the sector. Supporting this network, we want to train a cohort of motivated individuals who know how to translate those practices into a reality that reflects the physical quirks of their own hotel and the day-to-day concerns of their own teams. The power of partnerships As business educators, we can foster innovation and provide new management insights. When we choose the right partners, we also have the privilege of an opportunity to create significant, tangible change and accelerate progress for all. The benefits are clear. By collaborating with business schools, industry partners gain access to cutting-edge research and fresh perspectives. On the other hand, business school academics can gain access to organisations and individuals eager to put theory into practice, to test and improve it and understand how best to apply it to their own needs. The sharing of ideas and insights improves both academic research and business practices. This is especially important in an area like ESG which is still in its infancy compared with conventional financial reporting; an ongoing dialogue is needed to develop universally understood definitions and terminology. Our collaboration with the EEA showcases the power of merging academic rigour with industry expertise. Through the programme, we are translating research into actionable strategies for a better future. While each industry’s particular ESG challenges may vary, the need for e ective leadership and rapid change to address the climate challenge is universal. We hope that our programme can serve as a model for collaboration between business schools and key players in various sectors. We need leaders in every industry who are equipped with the vision and the knowledge to steer businesses towards sustainable practices. As we have learned through our collaboration with the EEA, business schools only have half of the answer on how to achieve this. The other half must come from listening to the industry itself.
respectful treatment of employees by guests in addition to adhering to local employment laws. The programme’s content on marketing will address a key conundrum that the industry faces; while consumers want to be more sustainable, this is rarely the sole, or even most important driver of their booking behaviour. Our programme will look at what hospitality sector businesses can do to better align consumers’ choices with their good intentions, as well as at communicating sustainability initiatives to customers and employees at all price points within the market. It will look closely at how to create experiences that people really want, emphasising local sourcing, inclusivity and community engagement. Participants will also gain an understanding of the science driving the climate change agenda, learn how to mitigate risk, identify opportunities and future-proof investments Why it will work for leaders Our experience as business educators is that while certain elements such as guest speakers, case studies and discussion bring a subject to life for students at any stage of their education and careers, programmes that are designed with leaders in mind need to reflect the very specific demands on them. Our conversations with hospitality sector leaders also made it clear that there was no time to waste. They wanted to finish the programme knowing exactly what they were going to do next. This is why alongside giving them knowledge of the ESG and green finance landscape, we will help them to develop a personalised action plan that will enable them to lead complex, comprehensive change across many areas of their business. The programme’s final assessment will ask students to propose initiatives to address key challenges, such as carbon emissions and food waste, developing business plans ready to present to their respective boards, translating education into action. There will also be a focus on the di erent skills they might need to e ect change around sustainability, energising senior colleagues and other sta to lead ESG transformation too. Moreover, we wanted to reflect the fact in the programme design that embedding ESG is not a one-o project you can learn how to do and then tick o your list. It demands a new way of thinking about business and an openness to new technologies and new societal expectations. As part of the package, graduates of the programme will have the opportunity to continue learning through
Dr Marc Lepere heads the ESG executive education programme at King’s Business School, as well as leading its ESG and sustainability executive education. Lepere has published in leading publications including the Stanford Social Innovation Review and The Financial Times . He is also the founder and chief science o cer of ESG auditing software Omnevue and has served as chief marketing o cer at Havas Worldwide, executive VP for McCann Erickson WorldGroup and deputy chairman of Dentsu EMEA. Earlier this year, he hosted the EEA Annual Summit
Professor Giana Eckhardt is professor of marketing and vice-dean of executive education and external engagement at King’s Business School. She regularly publishes in leading publications such as Harvard Business Review and The Economist , gives keynotes at high-profile events such as The Financial Times ESG Forum and is the author of the forthcoming book, In Praise of Inconvenience
Ambition DECEMBER 2023/JANUARY 2024 | 45
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