To gain the support of consumers and shareholders, more organizations are striving to incorporate sustainability measures within their strategic plan. Research is showing that sustainability practices positively affect brand value and that organizations that implement a well-structured sustainability strategy are more likely to succeed in the market and lead to continued success in the future. While sustainability is a current industry ‘buzz word’, it is clear that it is not just a fad that will soon fade, but rather a conscious long-term effort within organizations. These efforts are seen in organizations like Nike Inc., which has a transparent and detailed sustainability section within their strategic plan. Organizations are choosing to hire sustainability consultants to help form strategic plans that will not leave them out of this growing movement.
But for me, the question remains regarding how beneficial these practices will be for the environment? Businesses are still concerned with creating and selling their product in order to make a profit. Without resources, these products cannot be made. As demand grows for the world’s resources, how long will these new plans be able to sustain business productivity and environmental protection?
"NIKE, Inc. - Sustainable Business Report." NIKE, Inc. - Sustainable Business Report. http://www.nikeresponsibility.com/report/content/chapter/our-sustainability-strategy (accessed April 2, 2014).
Oliveira, Paula, and Andrea Sullivan. "Sustainability and its Impact on Brand Value." Environmental Leader RSS. http://www.environmentalleader.com/2008/09/28/sustainability-and-its-impact-on-brand-value/ (accessed April 2, 2014). Copied to Clipboard!
"SustainAbility | Independent think tank and strategy consultancy." SustainAbility | Independent think tank and strategy consultancy. http://www.sustainability.com/ (accessed April 2, 2014).