COMMIT TO SUSTAINABILITY FOR THE LONG TERM

Smart Biz Quote:

“Sustainability is here to stay. It is not a passing fad.”

Callout:

So what does a commitment to sustainability look like?

  1. A company’s commitment is transparent.
  2. A commitment to sustainability is integrated into the company vision/mission.
  3. Sustainable processes, practices, initiatives are a priority.
  4. Company resources are committed to the effort.

Copy:

“Going green” is a hot topic these days. Around the world business owners are looking at ways to tap into this new trend. But there's a crucial distinction to be made between being green and being sustainable. ‘Green’ just means that practices or processes are getting better – that they are more environmentally friendly.On the other hand, sustainability is ultimately about the long-term viability of human life on earth. And while going green may (or may not) be a passing fad, sustainability is, by definition, a necessary quality of every human activity.To be truly sustainable every business endeavor, large or small, needs to take three crucial steps.

First, all organizations, regardless of how green they currently are, need to commit to sustainability for the long term. This commitment must embrace strategies that permanently address global climate change and reduction in greenhouse gases.

Why should you commit to sustainability?

  1. Global climate change is real, it’s now and it affects everyone.If you do not take action, the consequence will be increased risk and increased costs.
  2. Companies taking early action on climate strategies and policy have the opportunity to achieve sustained competitive advantage over their peers (e.g., through brand identity).
  3. Long term investments towards green initiatives yield higher returns in terms of profitability and longevity.
  4. New stricter regulations on the way will have long-term economic impacts. The U.S. is in the process of developing mandatory approaches to reduce GHG that may include a market-based cap-and-trade program.

Second and just as importantly, it means that you need to evaluate where your business stands relative to sustainability.How does your product or service currently contribute to global warming? Does it cause environmental degradation, in any form, at any point before it reaches the customer? How could it be made, not only better, but good enough to truly be sustainable? (Check out the chapter on baseline information for more information on how to analyze sustainability.) Delving into these questions will involve everything from assessing the kind of vehicles you use and the buildings you occupy, to the hidden costs of the products or services that form the core of your business.

Third, it means that you will probably need to make changes in the way you do business. Few businesses are lucky enough to fall into a sustainable pattern without effort; those that do will benefit even more as sustainability and a small carbon footprint become more tangible. For most businesses, products and services that are unsustainable will need to be revisited, evaluated, rethought, re-sourced, and redesigned. Infrastructure upgrades, to the facilities you use and the machinery you operate, will be costly in the short term but pay off over time with lower maintenance costs, positive publicity, improved employee morale, and a healthier environment. An environmental audit can help give you a view of the larger picture, pick the low-hanging fruit, and move efficiently towards the long-term goal of a sustainable business.

Sustainability is not just another business strategy, to be followed or abandoned based on the prevailing economic climate. Treating sustainability as a fad brings about lack of commitment to the (in-depth) process of evaluating and changing your daily operations. Too many businesses already 'greenwash', painting their practices as greener than they are in the hopes of attracting more customers without putting any real effort into change. As third-party certification methods become more thorough and rigorous, those businesses will be exposed, and lose whatever advantage they could have briefly gained.

When you commit to sustainability, know that you are committing for the long term. When you hear people say that it's easy to be green, tell them that it's harder – and far more – worthwhile to be sustainable.

Real-life situation/Sidebar Callout:

Walmart?