Many businesses seem to be challenged when it comes to sustainability. Why? Because everyone in a business is (should be!) focussed on achieving the outcomes desired by investors.
When you’re focussed on your cash flow, or satisfying your latest client, or polishing your webite, acting sustainably can seem to be a low priority. It’s something that can be done next week, when that quote’s been sent out.
Of course, by next week, there’ll be a new problem that will cause the business owner to defer their thinking on sustainability. It’s one of those things, like business planning, that is important, but not urgent. As a result, it rarely happens – because there’s always urgent things to be done, and thinking about the longer term is harder than answering the phone, calling your supplier about the holdup, and chasing a customer for payment of that invoice you sent last month.
For the business owner, there’s also the question of whether the investment in time (because that’s what we’re talking about) is worthwhile. Thinking sustainably will create opportunities, but will also create challenges.
There will usually be opportunities to save money on resources (energy, other raw materials). There will usually be opportunities to reduce costs of waste (disposal). Where production is involved, there may even be new costs to deal with the proper disposal of pollutants.
Where production has been outsourced, there may be messy issues associated with how your goods have been made – are workers being paid fairly? Is the factory safe? Does the factory pollute the local water supply?
“What’s in it for me?” asks the business owner. “Why would I waste my valuable time on this?”
The answers are the same for the small business owner as for the large corporate. You do it to protect your brand. You do it to manage risk. You do it because your customers are asking questions. You do it because you are concerned about climate change. You may do it simply because it’s the right thing to do.
The important thing is that you do it. You take the first steps to make your business more sustainable. And then you take the next, and the next …
About David Laing
I run my own business, Sustained Consulting, which is focused on helping businesses to behave more sustainably. I have an MBA, and fifteen years 
of leadership experience. Amongst others, I’ve worked in a mining consultancy (!), for a software vendor, and for large technology services providers.
I’m passionate about sustainability and climate change, and in 2009 decided it was time for me to take a more proactive role, and to help businesses become more sustainable.
I’m involved with a range of different activities and projects. Amongst other things I’m:
* helping to develop a voluntary carbon market in New Zealand,
* developing sustainability reports
* developing a number of waste to energy projects,
* leading community projects (community garden, saving the local bowling club from property developers,
* reinstating civil defence)
* resurrecting a second-hand solar panel (personal project)
and other things which I’ll tell you about later
I have a wealth of eclectic knowledge and experience, read widely and I enjoy making connections between different ideas and concepts.
Email me: [email protected]
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Tags: green business, sustainable business
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