Sustainability from within: how green teams can boost business

Green teams are gaining traction in organisations as a practical way to drive sustainability from within. Susan Rossney delves into the details

There are growing calls for more positive environmental and social practices in organisations of all sizes and sectors.

Research from PTSB, published in May, found that 78 percent of Irish businesses view the sustainability market as a potential commercial opportunity for the years ahead.

Ninety-two percent of PTSB’s respondents say their customers are interested in sustainable products and services.

Deloitte’s 2025 Gen Z and Millennial Survey, meanwhile, found that environmental concerns are impacting the career decisions of younger generations entering the workforce, with one-fifth researching a company’s environmental impact or policies before accepting a job.

Businesses recognise the value of integrating eco-friendly practices into their operations, so it should come as no surprise that there is growing demand for green skills.

Despite recent developments in sustainability policies in Europe, businesses continue to seek employees with sustainability expertise.

However, according to IDA Ireland, the global demand for green skills is rapidly outpacing supply, with estimates showing that by 2050, there will be twice as many jobs requiring green expertise as there will be qualified people to fill them.

Green teams can operate as sources of untapped potential to support sustainability initiatives and maintain momentum in businesses committed to meeting sustainability targets but struggling to deliver results.

What are green teams?

Green teams are groups of employees dedicated to promoting sustainability and environmental responsibility in the workplace.

Usually, but not exclusively, led by a Sustainability Manager, green teams typically comprised fewer than 10 volunteers drawn from all departments within a company to share ideas and solutions.

Well-known companies with green teams include Patagonia, Intel and IKEA, but green teams can be equally successful in a wide range of organisations, from small companies and professional services firms to the public sector and education.

What do green teams do?

Green teams act as a focal point for employees to contribute ideas, take action and turn their passion for sustainability into real impact.

They meet regularly to develop and implement strategies to reduce environmental impact, promote eco-friendly practices and raise awareness about sustainability.

Their activities can include waste reduction, energy conservation, the promotion of sustainable transportation, biodiversity-friendly planting and wider community initiatives.

Benefits of green teams

Green teams can identify ways to reduce energy consumption and waste, streamline resource use and nudge behavioural change.

They can also drive innovation by encouraging creative thinking concerning sustainability challenges.

Whether it’s developing new products with lower environmental impact or finding alternative materials and processes, they can be a source of fresh ideas, creating a culture of continuous improvement that can enhance overall business performance and adaptability.

Organisations can also benefit from the reputational advantage that comes from showcasing a commitment to environmental sustainability and implementing positive change in response to employee feedback.

As they often extend their efforts beyond the office by participating in community clean-ups, green teams can also strengthen relationships with local communities and stakeholders, enhancing the company’s social licence to operate.

As green teams signal that a company is forward-thinking and socially responsible, their activities can boost customer loyalty, attract environmentally conscious investors and open up new market opportunities.

Supporting your green team

Businesses can support their green team by providing resources, encouraging participation and recognising their efforts. This can include:

• Offering financial support, such as a budget for purchasing sustainable products and running events;
• Managers providing team members with time off to engage in green initiatives, attend workshops or avail of training opportunities.
• Promoting green practices within the workplace and the wider community, alongside the activities and accomplishments of the green team to all employees, emphasising the positive impact of their efforts. This can be achieved through formal recognition, as part of employees’ overall evaluation, or informally through company awards schemes.
• Employers leading by example by incorporating green practices into their daily operations.

By fostering green teams, businesses can not only build internal sustainability capacity but also future-proof their organisations, creating value for employees, customers and the planet alike.

Susan Rossney is the Sustainability Advocacy Manager at Chartered Accountants Ireland