Chapter 9 Next Steps: Sustainability Strategy
So where do you go from here? By now, it should be apparent that sustainability infiltrates every aspect of the business. Although individuals may champion sustainability initiatives at various points throughout the organization, a sustainable business incorporates sustainability into every aspect of the firm; sustainability becomes central to the overall direction and strategy of the firm. That is, one can never actually pursue the goal of a sustainable business without integrating sustainability into the fabric of the organization’s strategic direction. Sustainability is recognized as being more than an initiative, a program, or an activity; it is recognized as a new worldview or mindset regarding how business operates. This requires commitment and buy-in by those in top positions who are responsible for the overall management of the company. But what if your company’s senior executives are not yet convinced that sustainability is a worthwhile pursuit?