Viktoriia Gurova: Turning Transparency into Sustainable Business Impact
As sustainability continues to evolve from a peripheral corporate issue to a fundamental driver of business strategy, sustainability managers must adapt rapidly. Viktoriia Gurova, a seasoned professional in sustainability management and auditing, provides valuable insights for leaders looking to navigate the complexities of modern environmental governance and corporate sustainability effectively.
Practicality in Sustainability Implementation and Reporting
According to Viktoriia, practicality is crucial when incorporating sustainability frameworks such as the Corporate Sustainability Reporting Directive (CSRD):
“To stay practical while incorporating CSRD requirements, remember it's not just about ticking boxes. Instead, see it as an opportunity to highlight your company’s positive impact and clearly demonstrate the good your company brings to society and the wider world. Every company creates a two-way impact: it affects the environment and society, and these external factors, in turn, affect the company. I recommend beginning by selecting KPIs that are the most relevant drivers for your specific business—each metric should genuinely move the needle. To keep the process realistic and manageable, break your sustainability strategy into phases with clear, achievable goals and smaller, actionable steps.”
Her emphasis on clear, measurable KPIs resonates strongly with research indicating that clearly defined sustainability goals significantly enhance corporate environmental performance. Recent data shows that companies explicitly aligning their KPIs to science-based targets have a 24% higher chance of successfully achieving their sustainability objectives compared to those with vaguely defined or unclear targets (Science Based Targets Initiative, 2022).
Transparency and humility, as Viktoriia further highlights, are equally essential:
“Transparency means we are honest about where we are and where we are going. If we haven’t hit certain targets, say it. Share the challenges. Just telling the good stuff sounds nice. But people catch on quickly if the story isn't complete. We are in the age of 'trust but verify.' We should save ourselves the trouble and be clear from the start. Humility is also an important part. Our journey to sustainability is just that—a journey. Let's acknowledge that while we work hard on electrifying machinery or reducing emissions, it's a long haul, especially in industries like transportation.”
This emphasis on honesty aligns with rising stakeholder expectations—recent studies show investor scrutiny of ESG disclosures continues to increase each year, with growing demand for transparency on both successes and setbacks.
Avoiding Greenwashing and Embracing Genuine Impact
Viktoriia underscores the ongoing risks of greenwashing in corporate sustainability:
“Greenwashing is a significant part of this conversation. Even large companies sometimes choose not to disclose certain information. For example, how can a global company employing over 2,000 people conclude that their workforce isn't a material topic? Either they're aiming for attractive reporting, deliberately ignoring obvious issues, or their Double Materiality Assessment (DMA) was structured in a way that overlooks genuinely important issues. As an organization, honesty is crucial—you must acknowledge even the uncomfortable truths and tackle real problems, such as workplace conditions or health and safety concerns. From an audit perspective, my goal is to identify the actual impact. When conducting audits, you quickly recognize what recommendations need to be made.”
This point resonates with recent research indicating that nearly 42% of green claims by corporations were either exaggerated, false, or deceptive, underlining the urgency to ensure accuracy and honesty in sustainability reporting (European Commission Screening of Websites for ‘Greenwashing’, 2021).
Building on her emphasis on transparency, Viktoriia also highlights the importance of candid dialogue with external auditors:
“External auditors don't always have a deep understanding of the core business operations. Their recommendations can sometimes be vague or challenging to interpret practically. That's why it's important to have a clear rationale and a strong, well-supported position. You should feel confident enough to say, ‘No, we won’t implement that recommendation because it isn't feasible, practical, or doesn't add value.’ It's essential to engage in constructive discussions rather than simply accepting decisions imposed from above. It's perfectly acceptable to disagree openly—what's not acceptable is hiding your concerns or objections. We frequently engage in dialogue with external auditors, challenging their suggestions and clearly explaining our viewpoint.”
Research reinforces her view, showing effective corporate sustainability governance involves active negotiation and collaboration with external stakeholders, enhancing credibility and accuracy in sustainability disclosures (McKinsey Sustainability Report, 2023).
Strategic Collaboration and Innovation for Decarbonisation
Viktoriia offers compelling insight into industry-specific sustainability challenges, particularly around decarbonisation and electrification initiatives:
“Electrification in heavy machinery is on the rise, but it still requires substantial support to fully mature. Our approach to investing in electrification revolves around three key areas: infrastructure, innovation, and strategic partnerships. Without suitable charging infrastructure, electric equipment simply can’t function effectively. Unlike diesel machinery, electrification requires careful planning to ensure operations are clean, quiet, and cost-effective. Real-world examples have demonstrated that electrification is less expensive than initially anticipated, bringing additional benefits such as reduced noise pollution, waste, and emissions. Moreover, clients greatly appreciate the significant reduction in their Scope 3 emissions.” Her point is supported by recent findings: electrification can reduce emissions by up to 85% compared to diesel in certain applications (World Resources Institute, 2023).
Emphasising collaborative innovation, Viktoriia highlights a critical shift from competition to cooperation in sustainability practices:
“In sustainability, innovation thrives more on collaboration than competition. Companies traditionally view innovation as something providing competitive advantage—preferably being the only one adopting a certain practice. However, sustainability is fundamentally different: the more companies that adopt a particular solution, the more scalable and widely applicable it becomes. Achieving meaningful sustainability impact requires industry-wide cooperation rather than isolated efforts. It’s essentially co-innovation rather than competitive innovation, which demands a significant mindset shift since businesses are usually geared towards competition. Sometimes, this means you might even have to collaborate with your competitors, as only through joint efforts can industry-wide standards truly evolve.”
By combining strategic collaboration, clear KPIs, and a commitment to transparency, sustainability managers—especially those working close to operations like Viktoriia – can deeply embed sustainability into business performance and decision-making. Viktoriia Gurova’s insights underscore the importance of aligning business strategy with sustainability goals – strategically embedding sustainability within organizational structures, fostering accountability, and driving real impact.
The views and opinions expressed in this blog are solely those of the author and do not reflect the official policy or position of any company.
