So, what’s the catch?
Simple. While companies may not view sustainability as a goal or priority in and of itself, they are discovering that sustainability can serve as a means of achieving goals like revenue growth, customer retention or cost-cutting. And, that – in my estimation – is exactly what we can – and should - expect to find as sustainability begins to gain a real foothold.
It’s not surprising, for example, that when corporate decision-makers were asked about their company’s top business priorities for 2011, revenue growth was cited as #1, customer retention #2, and cost-cutting #3 – with sustainability showing up right near the bottom of the list. Indeed, just 10% of respondents indicated that sustainability was one of their firm's high priorities for 2011, according to the research findings.
What these findings suggest is that corporations remain focused on more conventional ROI – growing revenue, satisfying customers, and reducing costs. And that’s not necessarily a bad thing. Why? Because – the fact is that corporations are still largely evaluated based on their ability to make money – not to make the world a better place. But, the two are not mutually exclusive. In fact, the triple bottom line actually requires that companies balance their investments in sustainability across three key elements – economic, social and environmental issues.
That said, the road to riches is increasingly paved, it seems - with… green. And, not greenbacks. In fact, corporations are learning that it pays to invest in sustainability consulting services because sustainability initiatives – in the hands of the right sustainability professional – can yield big benefits.
The study, for example, cites a consumer products company that realized - through the help of a sustainability consultant - that it could retain more customers by keeping its packaging to a minimum and by identifying its material sources. And, certainly, manufacturers that are able to cut development or energy costs by being environmentally-responsible and reducing waste, improving recycling efforts and increasing efficiency – are benefiting from sustainability, even if sustainability isn’t necessarily the primary objective. Actually, sustainability for the sake of sustainability is something that few – if any – corporations can afford to pursue.
Because at the end of the day – as good as it may feel to be doing what’s right, a corporation can’t pay its people with just good intentions. Cold, hard cash – as unsavory as it may seem – is still what makes the world go round. The good news is that it’s becoming increasingly beneficial for companies – and manufacturers, in particular, to embrace sustainability, because it pays to do so. And, when that happens, both people and the planet are able to benefit, too.
Of course, as many of you already know, we’re working on some sustainability research of our own – related specifically to sustainable product design and manufacturing. And we’re anxious to learn more about the ways in which your organization is -- or isn't -- experiencing the benefits of being "sustainability-driven," so – please consider this your invitation to participate in our study. You’ll be eligible to receive a FREE copy of the research findings.
Of course, as many of you already know, we’re working on some sustainability research of our own – related specifically to sustainable product design and manufacturing. And we’re anxious to learn more about the ways in which your organization is -- or isn't -- experiencing the benefits of being "sustainability-driven," so – please consider this your invitation to participate in our study. You’ll be eligible to receive a FREE copy of the research findings.
It’s all part of next-generation product design, a topic that is explored in greater detail in our upcoming research study, “Sustainability and the Product Lifecycle: A Report on the Opportunities, Challenges and Best Practices for Sustainable Product Design and Manufacturing.”
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