THE NEXT SUSTAINABILITY WAVE .......Bob Willard
AUTHORS of sustainability continuums use different labels and language to describe “shades of green”, but the overall concepts are similar. Stage 1: The company feels no obligation beyond profits. It cuts corners and tries not to get caught if it breaks the law or uses exploitative practices that cheat the system. Stage 2: The business manages its liabilities by obeying the law and all labour, environmental, health, and safety regulations. It reactively does what it legally has to do and does it well. Stage 3: The company moves from defence to offence. It realises it can save expenses with proactive and incremental operational eco-efficiencies, cleaner processes, and better waste management.
Stage 4: The firm transforms itself. It re-brands itself as a company committed to sustainability and integrates sustainability with key business strategies. It captures added value from breakthrough sustainability initiatives that benefit all stakeholders. Instead of costs and risks, it sees investments and opportunities. It makes cleaner products, applies eco-effectiveness and life-cycle stewardship. Stage 5: Driven by a passionate, values-based commitment to improving the well-being of the company, society, and the environment, the company helps build a better world because it is the right thing to do.
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