Vitor Tomazzi
Case Western Reserve University - Weatherhead School of Management
Chris Laszlo
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Steelcase tackles the global challenges of sustainability to achieve their vision of strong economic, social and environmental systems. Steelcase acts on their goals by ensuring that their “operations protect the environment and health of their employees, neighbors and customers through actions that conserve resources, reduce waste and promote a closed loop system.” (Sustainability Report, pg. 6) Furthermore, Steelcase engages with their suppliers, dealers, customers, researchers and environmental agencies in order to share and distribute the best practices and innovations. The Brody WorkLounge is one of Steelcase’s latest innovative products; it embodies Steelcase’s Corporate Sustainability Goals while not compromising on its comfort and the increased productivity that it creates for its users.
Steelcase has centered their entire business model around providing sustainable and innovative products that enhance the workplace for their customers and employees all while ensuring that their corporation and products create social and environmental conditions that allow people and communities to thrive. They foster a company culture that invites all employees and customers to strive to use this "sustainable lens" to achieve success
The Brody WorkLounge was developed through this sustainability lens as a product designed to enhance comfort, work and focus while upholding the values of Steelcase. Mr. Roux noted that when Steelcase designs a work space, they make sure to do so by “implementing responsible consumption and production policies,” all while providing end of use strategies to aid their customers meet their own environmental and societal goals.
To ensure that the Brody WorkLounge fulfills all of its sustainability requirements, Steelcase performs a Life Cycle Analysis (LCA), covering the product's materials extraction, production, transport, use, reuse and finally its end of life disposal. Steelcase releases the Brody’s Product Environmental Profile (PEP) to show just how its key production aspects align with both their corporate values as well as the UN Sustainability Goal 12 of ensuring sustainable production and consumption patterns. According to the Brody’s PEP, examples of these practices that have been incorporated into the Brody WorkLounge include but are not limited to:
“Workers need a place to get away without going away” (Brody Corporate Brochure, pg. 4)
The concept of the Brody WorkLounge came about when the product development team decided that they wanted to revolutionize the way Steelcase customers use lounge seating. In their corporate brochure, Steelcase highlights three flaws common to typical lounge seating: the compromise of comfort, work, and focus. The Brody WorkLounge addresses all three of these issues by offering:
Once the design for the Brody had been conceived, Steelcase had to make sure that its development, use, and end of life disposal were aligned with their vision for their company. Mr. Roux explained to me during my visit to Steelcase that their products must follow the guidelines set by the company to ensure that they do no harm throughout their life cycles. He continued to say that “[Steelcase] is constantly launching programs of new concepts of working environments, in order to match with this coming world.”
In the company’s Corporate Sustainability Report, James Keane, the president and CEO of Steelcase, is quoted saying “… sustainability is about creating the economic, social and environmental conditions that allow people and communities to thrive … This perspective influences everything we do; from the products delivered to the research we conduct.” In my conversation with Mr. Roux, he noted that extensive research was put into the implementation of the new Brody WorkLounge to ensure that everything was being done to create a successful and innovative product that contributed to the efficient use of resources and the reduction of waste generated. This is accomplished through efforts such as prevention, reduction, recycling and reuse.
Through their products and work spaces, Steelcase creates environments that foster innovation and creativity empowered by active engagement and efficiency. Their sustainable efforts reach every corner of their business model and it shows through their efforts and achievements in improving both society and the environment. The Brody WorkLounge embodies these efforts through its social and environmental impact as well as its impact on Steelcase’s business ventures.
Steelcase not only manufactures and sells the Brody WorkLounge, but they also use it in their corporate offices and showrooms. Their 360 approach of providing increased productivity and comfort to their employees as well as their customers has allowed them to increase employee retention from 76.5% in 2012 to 86.1% in 2015. This increased employee loyalty and productivity has manifested itself in a tripling of their stock performance since 2010; the company was able to generate $3.1 billion in revenue with a net income of $86.1 million (FY15) and 30% in gross profits. (Corporate Sustainability Report, pg. 9)
The Brody also aligns itself with the UN’s Responsible Consumption and Production goals and sub goals. These sub goals include the achievement of the sustainable management and efficient use of natural resources, the substantial reduction of waste generated through prevention, reduction, recycling and reuse, and the achievement of environmentally sound management of chemicals and wastes throughout the its life cycle. As mentioned earlier the Brody WorkLounge was designed with these values as guidelines for production, use and disposal.
According to the Brody WorkLounge Corporate Brochure:
In addition to being responsibly produced, Steelcase implements end of use asset management services to their customers to help them take advantage of environmentally responsible alternatives to the use of landfills. When the Brody has reached the end of its product life, Steelcase aids its customers in partnering with charitable organizations for reusable donations or in finding recyclable options, depending on the condition of the product. In doing so, Steelcase ensures that the Brody WorkLounge remains in sync with their goals and creates a closed loop cycle for their product.
Steelcase aims to measure their global footprint against their social, environmental and economic goals. Steelcase states that their designs like the Brody WorkLounge help leading companies "attract and retain the best and brightest talent, create workplaces that foster innovative ideas, and help connect individuals to meaningful and satisfying work." (Corporate Sustainability Report, pg. 11) According to Mr. Roux, these "engaged workplaces" have generated “a 19% increase in operating income for leading companies by increasing employee engagement.” The Brody WorkLounge has allowed Steelcase to improve both their business and that of their customers by improving their employees' focus and productivity while not compromising on their well-being and health.
The benefits of the Brody WorkLounge are captured in the product itself. Its responsible production, use and disposal directly benefit society and the environment. The various accolades that the Brody WorkLounge has received attest to the credibility of these benefits. These accreditation's and certificates include:
In addition, purchase of the Brody WorkLounge can be used by companies to achieve LEED certification for their buildings. According to its corporate brochure, The Brody WorkLounge contributes to this certification through (but is not limited to):
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Georges Roux, Workplace Manager London & Paris – Customer Experience
