Engaging on-site workers in corporate sustainability strategies
For many large corporations, sustainability is a key strategic priority, with significant efforts underway. The Omnibus proposal from the European Commission has left many companies at a crossroads – should they continue preparing for CSRD compliance or pause their efforts? However, organizations that have already invested in sustainability must stay the course, ensuring their progress does not stall but instead continues to evolve.
One of the most critical challenges corporations face is embedding sustainability into their culture. In certain industries, this extends beyond office employees to on-site workers in factories, warehouses, and construction sites—individuals whose daily actions have a direct impact on sustainability performance.
On-site employees are instrumental in driving energy efficiency, waste reduction, and resource optimization, while also shaping the broader organizational culture. Their participation isn’t just beneficial—it’s essential. The challenge is not whether to engage them, but how to do so effectively. By addressing key barriers and implementing targeted strategies, companies can transform sustainability into a shared mission rather than a top-down directive.
Challenges in engaging on-site workers
How can companies engage on-site workers who are often the least involved in sustainability efforts? These employees, whether in manufacturing, logistics, or other hands-on roles, face unique challenges that can make participation more difficult. To drive meaningful involvement, businesses must first acknowledge and address these barriers:
Limited Access to Information – Many on-site workers do not use company-issued devices or internal communication platforms, making it difficult to reach them through traditional corporate channels.
Perceived Irrelevance – Workers may not see how sustainability relates to their daily tasks or understand the broader impact of their actions.
Time and Workload Constraints – Shift-based schedules and physically demanding jobs leave little time for soft skills programmes or sustainability discussions.
Top-Down Approach – Corporate-driven sustainability programs that fail to consider workers’ perspectives can lead to disengagement or resistance.
Cultural and Language Barriers – Multinational workforces may face language challenges or differing attitudes toward sustainability.
Workplace Priorities – In environments where efficiency and productivity are the main focus, sustainability may be seen as secondary.
Effective strategies for engagement
There is no one-size-fits-all approach to engaging on-site workers in sustainability. The best strategy depends on factors like industry, company size, work environment, and existing workplace culture. However, certain common actions can help make sustainability relevant, accessible, and engaging for these employees:
1. Empower local leadership
Frontline managers and supervisors serve as a direct bridge between corporate sustainability goals and on-site employees. By training local leaders to communicate sustainability messages and lead by example, companies can create a culture where sustainability becomes a workplace norm.
2. Make sustainability tangible and relevant
On-site workers are more likely to engage when sustainability is linked to their roles in practical ways. Rather than broad environmental goals, companies should highlight how small, everyday actions can make a measurable difference.
3. Use accessible and inclusive communication
Instead of relying on emails or internal portals, companies should use visual and in-person communication strategies, such as:
– Posters and signage in break areas and production zones.
– Short, engaging shift briefings on sustainability practices.
– Digital tools, such as mobile-friendly apps or messaging platforms, for updates and feedback.
4. Gamify engagement and provide incentives
Gamification is a powerful way to break the monotony of daily routines and capture employees’ attention. By turning sustainability initiatives into interactive challenges, companies can make engagement more dynamic and enjoyable. Whether through friendly competitions, team-based challenges, or point-based reward systems, gamification taps into employees’ natural motivation to participate and succeed.
5. Encourage peer-led initiatives
Workers are more likely to embrace sustainability when they see their peers leading the way. Appointing “Sustainability Champions” from within the workforce can foster grassroots engagement.
6. Integrate sustainability into daily workflows
Sustainability should not be seen as an extra task but rather an integral part of work routines. Simple adjustments, such as optimizing processes for waste sorting or embedding energy efficiency measures in daily procedures, can make sustainability a seamless part of operations.
7. Align sustainability with workplace safety and well-being
Sustainability initiatives that improve worker safety and health are more likely to gain traction. Companies should frame sustainability in a way that highlights its benefits for workers’ well-being.
Our experience in engaging on-site workers of big corporations
Manufacturing Industry
One of our clients in the manufacturing industry faced a significant challenge in engaging its on-site workers in sustainability. With factories in multiple countries, the company had to overcome language barriers, cultural differences, and the difficulty of reaching and involving employees spread across various locations. Traditional top-down sustainability initiatives often failed to resonate with workers on the production floor, making it essential to find an approach that was inclusive, practical, and engaging for all.
To address these challenges, we introduced Breakfast with Ambassadors, an initiative designed to foster open dialogue among employees. This informal gathering created a space where on-site workers could discuss sustainability challenges and solutions within their specific factory environments. By making the conversations personal and relevant, employees felt more connected to the company’s sustainability efforts.
In addition, we implemented a collaborative training experience, where production employees participated in facilitated learning sessions. Rather than simply receiving information, they actively contributed by identifying key sustainability challenges related to their daily tasks. Through guided discussions and problem-solving exercises, they co-developed practical, actionable solutions and committed to concrete steps to drive sustainable change in their workplace.
This hands-on, participatory approach helped bridge the gap between corporate sustainability goals and the day-to-day realities of on-site workers, making sustainability engagement more accessible and impactful across the company’s diverse workforce.
Luxury cosmetics industry
Onof our clients in the luxury beauty industry faced the challenge of engaging on-site workers across multiple factories in different countries on their new sustainability ambition. With language barriers, cultural differences, and varying local policies, ensuring that all employees felt connected to the company’s sustainability strategy required an approach that was both inclusive and engaging. The company wanted to not only communicate sustainability goals but also actively involve every worker in shaping a sustainable future.
To address this, we developed a gamified learning experience—a card-based strategy game designed to make sustainability relatable, interactive, and actionable for on-site workers. At the heart of the game was the concept of building a bridge to the future, inspired by the iconic Circle Bridge of Copenhagen, a symbol of connection, innovation, and progress. This metaphor became the foundation of the experience: just as a bridge connects two points, sustainability requires collective action to transition from the present to a better, more sustainable future.
Throughout different rounds of gameplay, employees worked together as a team to construct their metaphorical bridge, earning green coins by making strategic sustainability decisions. The game gradually built their knowledge, taking them through:
– Understanding today’s sustainability challenges
– Envisioning the future and their role in it
– Exploring the company’s sustainability ambitions
– Identifying solutions and implementing actions
By making choices that shaped the bridge’s construction, employees experienced firsthand how their daily actions contribute to the company’s sustainability transformation. The secret scoring system kept engagement high, creating an element of friendly competition while ensuring that sustainability remained the focus.
Designed with cultural sensitivity and adaptability, the game ensured that employees across different countries could relate to the content while still aligning with the company’s global sustainability strategy. The format allowed for measurable impact tracking, and assessing engagement at individual, team, and organizational levels.
Through this hands-on, interactive approach, sustainability became more than a corporate directive—it became a shared mission, empowering on-site workers to see themselves as builders of the future, actively shaping a more sustainable tomorrow, brick by brick, action by action.
Conclusion
Engaging on-site workers in corporate sustainability strategies requires tailored approaches that respect their work environment, priorities, and daily routines. To create lasting impact, companies must go beyond policies and make sustainability a tangible, rewarding part of daily work. When every employee—regardless of their role—feels empowered to contribute, sustainability becomes more than an initiative; it becomes a shared responsibility and a source of pride.
How 2030 Builders can help
At 2030 Builders, we have gained valuable experience working with clients in industries like Manufacturing, Luxury and Fashion. Through this experience, we have learned how to effectively engage on-the-ground workers using gamification initiatives, on-site sustainability programs, and ambassador networks. Additionally, we emphasize the crucial role of direct supervisors, who serve as the primary link between corporate sustainability goals and factory workers. With a coaching attitude, we equip them with sustainability skills and tools, helping foster a culture of sustainability at every level of their organization.
Get in touch to know more about how we helped companies succeed in Sustainability.
