In 1987, the United Nations Brundtland Commission defined sustainability as “meeting the needs of the present without compromising the ability of future generations to meet their own needs.”
Sustainability was important back then, but it has never been more important than now – when the world is being challenged with climate change and a global pandemic. It has also never been more important to business, as consumers, clients, investors and employees are demanding sustainability.
Indeed, research by Oxford University has shown a correlation between good sustainability practices, lower operating costs, higher profitability and superior share price performance.
Sustainability has become a defining feature of many organisation’s commercial presence. But this is not about simply claiming to be sustainable and using it as a marketing tool, (also known as ‘greenwashing’). Instead, it is about authentically practising what you preach and demonstrating that your business is committed to having a positive impact on the environment.