SuStainability: Is your talk, your walk?

When it comes to sustainability, there are a lot of companies that have caught on to the rising consumer demand for more environmentally friendly products and services, but have missed the related call for that same business to be operated in an environmentally and socially responsible way. In other words, how do you respond when the question is raised “are you walking the talk” of sustainability? The Cone Inc. 2007 environmental survey reports consumers overwhelmingly (69 percent or higher) expect a business to operate in an environmentally sound and socially responsible way, as well as offer products and services that reflect this same environmental sensitivity.

If this were an equation and green equaledenvironmentally and socially responsible then it might look something like ‘green products or services plus a green operation equal asustainable business.’ A sustainable business integrates responsible business strategiesinto its core operating practices and culture.The business that is able to successfullyimplement responsible business strategieswill gain the greater competitive advantage.A responsible business strategy has four interactive key components, which togetherpromote successful sustainability programs andinitiatives. The following will highlight values associated with each component.

1. Incorporate relevant compliance and regulatory standards

Every business seeking to implement sustainability practices should first check local, state and federal compliance guidelines before making any significant investment in a sustainability solution. This is particularly pertinent to existing multinational corporationsand suppliers seeking to expand theiroperations across international boundaries.Sustainability standards that are voluntaryin the United States may be mandatory inother countries. In some cases enforceable compliance may extend the legal responsibilityof the corporation into the post-consumerproduct waste and recycling arena as an example. For those businesses not expanding internationally, keep your management eyes open. The American regulatory climate is shifting and embracing many of the standardspracticed by our global partners.

2. Actively minimize, and where at all possible, eliminate harmful environmental impacts

One of the largest sources of energy consumption is the buildings we own andoperate. These in many cases are also the places where the quickest gains inenvironmental conservation and cost savingscan be achieved. Generally simple acts like switching to more energy-efficient light bulbs and putting desktop electronic devices onpower strips to be cut off during down times are basic examples. Getting the entire teaminvolved in reviewing the production processand business operation with the goal ofidentifying cleaner production opportunitieswill lead to positive changes in a company’s carbon footprint. These changes also often lead to marketable company innovations and cost savings not identified through any other process. Many business sustainabilitypractitioners will combine the Global Reporting Initiative (triple bottom line) framework with The Natural Step’s more environmentally focused framework whenhelping clients get the most out of a businesssustainability planning or evaluation process.

3. Adopt eco-efficient operating strategies throughout all business functions

This effort is completely scalable and yields measureable results. All functions within the business structure can contribute to the sustainability agenda. The United Nations World Business Council for Sustainable Development considers eco-efficiency to bean economic efficiency that yields a positiveenvironmental benefit. A sustainability evaluation tool that walks a business team through key sustainability considerationspertaining to their particular business function (i.e. purchasing, HR, office operations, facilities, management etc.) is my preferredapproach. Invariably, team members discover a broader range of opportunities for contributionthan previously considered. We strongly recommend active team participation in thesustainability evaluation process in order torealize maximum return on the invested time and resources. The intentional act of including stakeholder input in the evaluation or planningprocess helps meaningfully move the sociallyresponsible aspect of a sustainability agendaforward in measureable ways. Even the best-in-class companies will benefit from an objective sustainability evaluation process focused onthe discovery and performance of implemented eco-efficient strategies.

4. Leverage your sustainability activity and create a competitive advantage

There is much to be said about the role business sustainability has played in thegeneration of cost savings, improved employeemorale, more competitive market positionsand amazing products or process innovations.The Natural Marketing Institute’s 2007 LOHAS Consumer Trends Database reports 80 percent of American consumers surveyed expect companies to have environmentallyresponsible operations that are also profitable.This same source reports 58 percent ofconsumers surveyed were more likely to buyfrom the company seen as actively reducingits environmental impact. We are seeing more frequent references to sustainability criteriain standard business documents, contractsand requests for proposals. The business best prepared to address these request has theadvantage.

Successfully incorporating these fourcomponents into your daily business practiceswill help drive business performance andprofits through sustainability. Most importantly, when the time comes that the question is raisedwhether your sustainability walk matchesyour sustainability talk - the answer will be aresounding “Yes and here’s how!”

Dr. James L. Miles Sr., vice president, business performance & sustainabilityconsulting, Sphinx Enterprises Ltd., is amember of the International Society ofSustainability Professionals, the Chicagoland Chamber of Commerce - environment committee and is a licensed sustainabilitypractitioner. His passion is to help corporate executives and small to midsize business owners benefit from the adoption of sustainability best practices.

Sphinx Enterprises Ltd. is a certifiedMBE through the Chicago Minority Business Development Council.