The requirements of successful change management are often described in broad terms. The details, however, also matter, and invariably differ from field to field. For example, the integration of sustainability into companies in recent years has involved substantial change efforts. The experience of P&G and UPS illustrates the process of applying broad rules in particular circumstances.
Leadership and communication to create a sense of urgency: Successful change requires a widespread belief within the organisation that action is necessary. This requires a consistent message from senior executives—otherwise employees will assume that the issue is not important within the business. UPS and P&G start their sustainability efforts with an unambiguous commitment from the CEO and the Board. Both also have extensive internal educational and communication efforts to explain the concept.