Let’s be honest: real sustainability may not make business sense

Posted on Jan 22, 2014
Let’s be honest: real sustainability may not make business sense

Wouldn’t it be nice if the best business decision were aligned with the best ecological decision? Some people say that often it already is, and that if corporations would only wake up and see it, the opposition between profit and planet would diminish.

The business case for sustainability draws on several core arguments. Pro-environmental practices create positive brand associations among consumers, politicians, and regulators. They also anticipate regulatory trends and position the company favourably when such policies become law. The mentality that seeks to further efficiency in materials and waste carries over into other realms. Similarly, the innovation required to overcome environmental challenges promotes innovation generally. And employees have higher morale when they believe in what their company is doing

Read More in The Guardian: January 8, 2014