Sustainability: A Mighty Word Problem

I love a good impacts story, values base and cause driven. That passion I have for my work is embedded in the premise that (per Nielsen), two thirds of consumers world wide are willing to pay more for products and services from companies that have strong values, are cause driven. The growing problem: how do we find them? What do the words mean? “Sustainability,” “Impacts” etc? It matters and it’s up to you to define what these words mean in your work, in all or our communities, and for the environment.

Sustainable Brands Are Worth $44 Billion to U.S. Consumers, New Study Finds

About a quarter of U.S. consumers stopped doing business with a brand in 2023 because of its social or environmental behavior. And that’s only the tip of the iceberg when it comes to the value of sustainability for brands, new TriplePundit research shows.

Triple Pundit – February 2024

That word – Sustainability. It can be fraught with misinterpretation and definition. Overuse and assumption make words weak.

We, as consumers, purchase based on many inputs on a daily basis. When there is a claim that sound good, but isn’t completely true, it has been “greenwashing.” Things have happened in our lives to make us feel good – recycling anyone? Except it’s been ridiculous for well over a decade. As Portland State University Masters student well over a decade ago, a team I was on researched recycling, the “Green fence” basically China sending our recycling back to us as trash. Then there’s agriculture, and “cage-free” hens being different than “free range”.

Sustainability, Regenerative, Circularity, Impacts…Oh My!

The Problematic Nature of the Word “Sustainability”

“Sustainability” has become one of the most frequently used buzzwords in business, government, and society, yet its meaning often lacks clarity. The term is problematic for several reasons:

1. Vagueness: The word “sustainability” can mean different things to different stakeholders. For some, it’s about reducing carbon emissions, while for others, it could mean sustaining profits, protecting biodiversity, or ensuring fair labor practices. This broadness can lead to diluted efforts and confusion about what is actually being sustained.
2. Greenwashing: The ambiguity of sustainability allows some companies to engage in “greenwashing,” where they claim to be sustainable without substantial evidence or action. This can undermine trust and make it harder to identify businesses that are genuinely committed to sustainable practices.
3. Complexity: True sustainability is complex and requires balancing environmental, economic, and social factors, which can conflict with one another. For instance, a company might reduce environmental harm by adopting renewable energy, but it could come at a higher financial cost, which may be unsustainable for small businesses in the short term.
4. Long-term vs. Short-term: Sustainability implies long-term thinking, but businesses often face pressure to meet short-term financial goals. Aligning short-term actions with long-term sustainability goals can be challenging, especially when profits are prioritized over sustainability.

Despite these challenges, sustainability is essential for future business success and long-term viability. To overcome these issues, businesses must take a holistic and measurable approach to sustainability.

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Substantiating Business Sustainability

1. Business Sustainability

Business sustainability refers to a company’s ability to operate in a manner that ensures its long-term financial health, while also considering environmental and social impacts. For businesses to achieve true sustainability, they should:

• Adopt a triple bottom line approach: Focus on balancing financial profitability with social responsibility and environmental stewardship.
• Set clear, measurable goals: Define sustainability objectives such as reducing energy consumption, cutting emissions, or improving employee welfare.
• Innovate for sustainability: Invest in new technologies or processes that not only reduce environmental impact but also enhance operational efficiency and cost-effectiveness.
• Engage stakeholders: Involve customers, employees, suppliers, and communities in sustainability initiatives to ensure buy-in and alignment.

2. Community Sustainability

Community sustainability focuses on how businesses can positively impact the communities where they operate. This can be achieved through:

• Local economic support: Invest in local suppliers, create jobs, and offer training opportunities that contribute to the growth of the community.
• Social impact programs: Develop and support initiatives that address local challenges like poverty, education, or healthcare.
• Partnerships with local organizations: Collaborate with non-profits, schools, and other community organizations to drive meaningful change.
• Cultural sensitivity: Ensure that operations respect and enhance the local culture, traditions, and societal norms, rather than exploiting or undermining them.

3. Environmental Sustainability

Environmental sustainability focuses on minimizing the ecological impact of business operations. Key strategies include:

• Carbon footprint reduction: Commit to reducing greenhouse gas emissions by transitioning to renewable energy, improving energy efficiency, and reducing waste.
• Resource efficiency: Adopt a circular economy model by reusing materials, recycling, and reducing raw material usage in production.
• Water conservation: Implement water-saving practices in operations, such as low-flow equipment and wastewater recycling.
• Biodiversity protection: Ensure that business activities do not harm local ecosystems and wildlife, and consider proactive measures to restore and preserve natural habitats.

4. Internal Employee and Culture Sustainability

Internal sustainability focuses on the well-being of employees and the overall corporate culture. This is crucial for long-term business health, as happy and engaged employees are more productive and innovative. Steps include:

• Fair wages and benefits: Offer competitive salaries, healthcare, and other benefits that ensure employees can live comfortably.
• Diversity and inclusion: Foster a workplace that is welcoming to all, regardless of gender, race, age, or background.
• Work-life balance: Encourage policies that promote flexibility, such as remote work options, paid leave, and mental health support.
• Professional development: Invest in employee growth through training, mentorship, and opportunities for advancement.

5. Supply Chain Sustainability

A sustainable business extends its practices beyond its own operations and into its supply chain. This means ensuring that suppliers and partners also follow ethical and sustainable practices, such as:

• Ethical sourcing: Work with suppliers who adhere to fair labor practices, avoid child labor, and provide safe working conditions.
• Environmental standards: Partner with suppliers who have strong environmental credentials, such as using renewable materials or minimizing waste.
• Transparency: Maintain a transparent supply chain, where the origin of materials and products is known, and stakeholders can be assured that practices align with stated sustainability goals.

6. Customer-Centric Sustainability

Modern consumers increasingly demand sustainability from the companies they support. Businesses can ensure customer-centric sustainability by:

• Providing eco-friendly products: Offer products that are ethically sourced, made from sustainable materials, and designed for durability and recyclability.
• Transparent communication: Be open and honest about sustainability practices and goals, including any challenges or setbacks.
• Customer education: Help customers make informed choices by providing information about the sustainability impact of the products and services they purchase.

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Conclusion

Achieving sustainability in business is not without its challenges. The broad and often vague nature of the term can lead to misunderstandings or superficial efforts. However, by taking a systematic approach and focusing on measurable outcomes, businesses can substantiate their sustainability efforts across various dimensions. Business, community, environmental, internal, and supply chain sustainability are all interconnected and should be addressed holistically. By doing so, companies can build long-term resilience, foster positive relationships with stakeholders, and contribute to a more sustainable future for all.

Words Matter.

It’s time we define some definitions. Yes, I wrote that on purpose. We need to collectively consider what words mean and how they matter, based on perception and, one would hope, measurement. How words are proposed, shared and marketed to us, wrapped in ideas and enigmas, or authenticity, matters. “Sustainability” is many things in many categories, and has been glossed over.

Clarification need not be complicated

Think of “sustainability” in silos: in terms of community, business, environment. They’re not all the same, but they are interconnected.

For each area of your business impacts, help your audience understand by sharing with them HOW your business, environmental and community aspect as sustainable. Give examples, share data.

Business sustainability, with some numbers involved, depend on the goals. Does the founder want an “exit” for millions? Or does a small business owner, like me, feel business sustainability means thriving beyond paying the bills? Serving people we care about?

BUSINESS Sustainability, Social – Community Sustainability and ENVIRONMENTAL Sustainability are very different, yet can be interconnected.

Measuring and recording matter. Sustainability as a “blanket term” becomes dilute and can be misleading.

SDGs – the UN Sustainable Development Goals – relevance

What Are The Challenges of Making Our World More Sustainable?

If company founders want to make enough profit to support a lifestyle and retire, that might be “sustainable”

But environmentally – do we even know? Most people think vegan helps. It can, but what matter more is to be Regenerative? Whatever we do to find food from sources that are focused on regeneration of coil and land, it can be vegetable or animal – this understanding matters. HOW our food is sources is as important as WHAT our food is.

Why Words Matter, and doing away with “sustainability” in the environment

Measure Meant Reject The Business Case for Sustainability

Why does this matter?

Business Sustainability

In business there’s starting, making profit, growing, exit. Sustainability can be in the making profit – are you happy making enough money to make a profit that pays bills, allows for savings and some joy time? Maybe that “sustainability” is enough. Does it support community?

Environmentally Speaking

But what about environmentally? Sustainability here can not doing more harm environmentally, but it can hold a steady state on some bad impacts. Do you want to do less harm, or do you want to reduce and eradicate harm?

This is important, and it will take some work:

• Consider our words
• agree on definitions
• consider the impacts – on business internally, on profits, on employees, on the environment – they’re important, interdependent and different
• What would it mean to be regenerative over sustainable? Help the soil? Release animals from factory farms? Grazing on soil?
• How can we do more than “do less harm” and start to “regenerate”?
• Consider, as consumers or makers, what is “Circularity” and can it be done? – Beyond the B Podcast and transcript: #12: Circularity Lessons from Patagonia and Upcycled Foods w/ Nellie Cohen and Dan Kurzrock

Thanks for listening – please share your ideas and resources.

Mighty Epiphyte Consulting is an Equity Centered, Impacts Coaching Company. Cohort training will begin in 2024.

Kim is dedicated to helping companies be found for their genuine values and impacts! No cost initial connection | advocate@mightyepiphyte.com