Why sustainability isn’t just for hippies

The growth of environmentalism, human rights issues, consumer activism, global/local tensions, and now climate change, have converged into the market/movement/shift known as sustainability. Because of the heightened awareness and vogue of global warming, sustainability has been most closely associated with environmentalism. It is a mistake, however, to consider sustainability simply about “saving the planet” because it creates false boundaries and limitations.

Indeed one of the barriers to overcome is the association of sustainability with being “crunchy” or not business-minded, and instead to encourage awareness among c-suite executives that sustainability is not an either/or proposition but an imperative. Put simply, without changing current methods of doing business, we will deplete our existing resources within 100 years. When viewed with this lens of urgency, smart companies recognize that their future lies in being sustainable, and embrace the opportunity for innovation, profit and leadership that sustainability presents.

Sustainability is more than green, and more than corporate social responsibility. It is the integrated processes that identify and manage key environmental, social and economic risks and opportunities to develop innovative solutions that will protect and create future value.

To be truly sustainable, a company must have succeeded in building a brand (product and services), boards (governance), business models (beyond compliance to adding revenue and value) and balance sheets. Looking at business sustainability in this holistic approach indicates seriousness of intent and approach throughout all dimensions of a company.

The shift to a more sustainable world is in its infancy, though the heightened awareness and urgency of the problem has captured the attention of business leaders, governments and consumers globally. Cohn & Wolfe is poised to address the complex needs for developing strategic communication programs, clear concise messaging, stakeholder engagement plans and helping to guide your company in its very challenging and exciting direction.