As the holiday season approaches, and we all look at the star atop our Christmas trees, it feels fitting to end the year with an article about the importance of ‘light tower’ projects in sustainability strategies.

Why Do Light Tower Projects Matter?

There’s never been a CEO I’ve worked with when I was in ‘in-house roles’ who hasn’t asked, “What is your light tower project? What do you want to be remembered for?”

At first, I thought this question was superficial. Sustainability professionals juggle countless responsibilities—compliance, reporting, regulations—so why focus on what seemed like a vanity project?

But as time passed, I saw the “light.” A light tower project isn’t about vanity; it’s about focus. These initiatives elevate a company’s public profile while driving meaningful change, positive impact, and—most importantly—management buy-in and engagement.

A successful light tower project connects to a business’s most material topics (think DMA) and delivers real impact. By packaging priorities into a compelling strategic narrative and action plan, these projects become powerful tools for transformation.

What Are ‘Light Tower’ Projects in Sustainability?

Light tower projects are high-impact, transformative initiatives that shine brightly, setting a company apart while inspiring action and change. They serve as beacons of leadership in sustainability and corporate responsibility.

Emily Eckhous, Sustainability Lead at Fastned, the second largest fast charging company in Europe, shares how their light tower project – a Level 4 CO2 Ladder certification – helped the company transform its approach to emissions:

“The certification underlines our mission to accelerate the transition to electric mobility while focusing on our own footprint. It’s not just a goal—it’s a commitment to lead the industry in reducing emissions and inspiring others to do the same.”

By taking this step, Fastned became the first European fast-charging company to achieve the certification. Their work highlights how light tower projects can demonstrate bold leadership and set new industry standards.

Concentrating on Strategic Material Topics That Truly Matter

To develop impactful light tower projects, it’s crucial to identify focus areas that resonate with your company’s strengths and stakeholder expectations. Start with materiality assessments to pinpoint relevant sustainability issues. Then, focus on areas where your company can truly excel.

For example:

• In mobility, Fastned’s CO2 Performance Ladder work demonstrated leadership in tackling emissions and inspiring the industry.
• In the furniture retail industry, circular economy initiatives like IKEA’s Circular Hubs around the world, reduce waste and create new revenue streams.
• In the apparel industry, Adidas has been a proactive member of the Better Cotton Initiative (BCI), thus significantly contributing to sustainable cotton farming practices, environmental impact reduction, and fair working conditions in the cotton industry.

The Business Case for Light Tower Projects

Light tower projects offer tangible and strategic benefits:

• Differentiation: These initiatives position companies as sustainability leaders, enhancing brand reputation and attracting like-minded investors and customers.
• Employee Motivation: They provide employees with purpose-driven work, fostering pride and engagement.
• Management and Investor Buy-In: Projects clearly link sustainability efforts to financial and ESG performance, building trust with investors, engaging leadership, and aligning stakeholders.
• Preparation for Key Standards and Opportunities: Light tower projects can also support compliance and reporting readiness, participation in relevant sustainability certifications, as well as benchmarks and ratings.

Emily adds:

“The CO2 Performance Ladder has been instrumental in supporting our CSRD implementation journey, advancing our progress toward B Corp certification, and strengthening our position in tender participation.”

The Transformational Impact of ‘Light Tower’ Projects

To summarize, the impact of light tower projects extends far beyond the company itself and can shape industries in transformative ways.

• Internally, these projects foster employee pride and a deep sense of purpose, motivating teams to go above and beyond in their day-to-day work. They help embed a culture of sustainability across all levels of the organization, aligning employees with the company’s long-term vision. By demonstrating leadership in sustainability, these projects also strengthen the company’s reputation among internal stakeholders, enhancing trust and reinforcing the company’s commitment to its values.
• Externally, light tower projects have the power to catalyze significant industry-wide change. They not only inspire competitors to take action but also attract investors and business partners who are increasingly looking for companies that align with their sustainability goals. By showcasing bold commitments and tangible results, these projects elevate a company’s market standing, enhancing its reputation and securing its place as a leader in its sector. Additionally, they encourage regulators and policymakers to recognize the company’s contributions, helping shape industry standards and guiding future regulations.

Overall, light tower projects act as powerful beacons of change—impacting both the internal culture of a company and the broader ecosystem in which it operates, driving sustainable progress throughout the value chain and across industries.

Conclusion: Looking to the Future

Just as the star atop a Christmas tree shines brightly, guiding all who see it, so can light tower projects guide a company toward a brighter, more sustainable future.

As we look ahead to 2025, the question remains:

What will be your company’s light tower project?

Author: Darina Elencheva, Fonder & Lead Strategist at the sustainable link & co.