How did a company like FedEx Corp. set its strategic direction for sustainability? That was the task given to D. Mitchell Jackson, FedEx staff vice president for environmental affairs and sustainability, when he took the post in 2007.
Staff members suggested reducing fuel usage. Jackson responded, “That's a tactic, not a strategy.” He found the answer in what FedEx does every day. “We deliver eight million packages, but more than that, we connect the world, allowing customers to do business in 220 countries and territories.” Its sustainability strategy, therefore, was to “connect the world responsibly and resourcefully.”