Sustainability, Its More than Just a Pretty Face

The movement to adopt sustainability practices in the corporate world can trace its roots back to the environmental movement; however it is not just a synonym for or re-branding of environmentalism. Sustainability is best understood as being its own thing; grasped in its own terms. What sets it apart is the growing realization within the executive decision making centers of corporations, governmental, educational and other organizational bodies across the world is that there is a powerful win-win dynamic that can be harnessed by adopting sustainable practices and that sustainability is not a zero sum game with winners and losers. The public wins, the environment wins, those cute animals win, but shareholders also win as well because sustainability makes excellent sense purely from a bottom line perspective.