For many managers who are looking to build a CSR or sustainability platform, creating the internal buy-in necessary to support the goals of the program can be a significant hurdle to overcome. That, regardless of program strength, moving the proposals up the chain of command and across business units can be THE hurdle that will determine how its funding gets allocated, whether or not it receives support from internal communications, and how well employees will engage into the program.
It is a step that requires significant effort, and in my recent lecture to students I showed them how they (going forward) should view the need for understanding the needs of various stakeholders, pitching ideas, and developing buy-in that will lead to program support.