Slowly but surely, leaders are recognising that sustainability is a good principle on which to base a business. But although awareness of the concept is growing in industry and among customers and other stakeholders, many people still question its importance. I've heard that before, and my answer is that regardless of how our ancestors may have behaved, nowadays society thinks differently-and consequently, you have to operate differently.
Organisations benefit in a variety of ways, depending on their business.
To have shareholders who are satisfied with how you do business is certainly important. But to have customers who deliberately choose your products over somebody else's because they know that sustainability is important in your business-that is something that can have a major impact on your success. What organisations measure is largely based on their contact with stakeholders in general. It is the silent permission to do what you do the way you want to do it. That is a good combination of financial and non-financial stewardship.