Sustainable operational model of Myne
Challenge
Myne, a metal processing company, has undergone a massive transformation in recent years. Through technological research and innovation, they have now developed a new impact business model that converts metal waste into high-quality circular metal in 5 revolutionary steps. They are the first in the world to introduce 100% circular aluminium. Their ambition is to become the first fully circular metal processor.
With this transformation, the board wants to assess how the organisation can grow with this development while becoming a fully sustainable organisation. This leads to the question: how deeply is sustainability embedded in the organisation and where are the opportunities for improvement?
Myne intends to make his sincere intentions explicit by applying for a B Corp certificate* in the future. However, for now, this was not the goal but a means of assessing their shortcomings.
* B Corps make choices that affect not only their shareholders, but everyone involved with the service or product (including the environment). In the Netherlands, there are more than 400 companies with the certificate, such as Tony's Chocolonely, Auping and Elho. A strict condition is to have a mission that is not only focused on profit.
Approach
- Sustainability Strategy
Elemental helped the company to identify its current status, ambitions and opportunities for improvement through a fit-gap analysis. We do this with energy rather than making it an administrative exercise:
- We start by determining their ambition regarding a sustainable operating model and the purpose of the analysis (inspiration/ feasibility of certification/ roadmap to certification) to help prioritise actions.
- We use the B Corp questionnaire to guide the fit-gap analysis. Applying for the certificate is not the goal, but can be an outcome. We have organised weekly impact sessions by impact area (governance, employees, community, environment and customers) with the relevant board members and colleagues who influence the topic.
- We concluded with a reflection and roadmap session to prioritise short- and long-term actions from the different impact areas.
Result
The result of this project is the insights and ideas to become even more sustainable, turned into a detailed and realistic roadmap. It offers enthusiasm, a clear picture of where the organisation is now and what they need to do. The opportunity to apply for B Corp certification provides additional motivation to continue working together to become a company that is a force for good.