Top 10 trends in sustainable business

April 28, 2010


— Giselle Weybrect is author of The Sustainable MBA: The Manager’s Guide to Green Business. Any views expressed  are her own. —

Sustainability is taking the business world by storm. It seems that every day a new company is getting on board in an incredible range of different ways. While some are still only approaching it on a very superficial level, plenty of others are really taking sustainability seriously, exploring what it does and can mean to their business, their suppliers, their employees, their customers and the role that they can plan in strengthening society and the environment while also running an increasingly successful business.

Here are ten interesting trends happening right now around the world in sustainable business.

1. A deeper understanding of what sustainability means.

The days of sustainability strategies being principally about putting recycling bins in the office and printing on both sides of the printer paper are (hopefully) increasingly behind us. Although this is still an important part of most strategies, sustainability in a business is about so much more regardless of the size of your business, and we are quickly moving away from a ‘sustainability is all about saving the world but not about business’ mentality into the ‘using sustainability to strengthen my business while also having a positive impact on society’ one. Companies such as General Electric are leading the way.

2. Your employees are your secret weapon.

A sustainability strategy doesn’t count for much if you get someone to write it up, print it off and put it behind a glass window. Your employees are your strength; give them a strategy and goals to get excited about, and ways to be part of implementing it. Employees know their jobs, their products better than anyone else so are best placed to see opportunities to make them more sustainable. Give them the tools and motivation to be able to be part of moving forward in the chosen direction. (For example eBay’s green team and 3M’s Pollution Prevention Pays Program.)

3. Speaking with rather than to your customers.

For years now businesses have communicated their sustainability commitments or activities to their stakeholders and customers through their websites, through annual reports and presentations. They trusted that a glossy, 90-page brochure available to download as a PDF would give people the information that they wanted. Today companies are exploring ways to create a two-way conversation between the company and its stakeholders in this area and are involving customers in their sustainability strategies.

4. Your impact goes well beyond what happens in your office.

Every product, every service has a story. Whereas before, most people had no interest in what that story was and were only concerned with the price tag, today companies such as Patagonia are either voluntarily choosing to, or are being forced to, not only know but really understand the life story of what they sell. It is no longer just about the price and performance of the radio, it is about how the radio is designed, what materials are being used and where are they coming from, how the radio is being produced, how it is being sold, how it is being used by consumers and what consumers do with it once they are finished with it and then increasingly how that radio becomes another radio or another product altogether and becomes part of the story of a new product.

5. Really get to know your suppliers.

Increasingly businesses such as Pepsico are realizing that in order to make their businesses more sustainable they need to take some time to really get to know their suppliers in ways they often haven’t in the past. Are your suppliers helping or hindering your sustainability efforts? What about the suppliers of your suppliers. Are there ways that you can help them help you?

6. The gap is getting bigger, which is both good and bad.

The difference between the leaders in sustainability and the laggards is getting noticeably bigger. Those who started early and/or really took the time and energy to take a serious look at how sustainability can and is affecting their business are pushing ahead in leaps and bounds (i.e. Walmart). For those companies who are behind or early in the process this means some catching up and some innovative thinking. However, it equally means that there are many lessons to learn from those who have tried all this before including increasingly robust information about business cases. As standards in this area both voluntary and regulatory are becoming more stringent, laggards are going to be forced to get their acts together soon, and fast.

7. A more open environment to explore sustainability.

Companies are increasingly working together; with competitors, across industries, with NGOs and with government, to get it right when it comes to sustainability. Combine this with a trend towards increased transparency in reporting (for example Global Reporting Initiative and the Carbon Disclosure Project) means they are disclosing increasing amounts of information about the impacts that they have on the planet, both positive and negative. As awareness levels about sustainability go up, companies are being encouraged to be honest about the challenges they face, and to work together on finding the solutions.

8. The ‘business case’ is wider than most realize.

Sustainability isn’t a switch that you turn on and off within a company, where the benefit can be quantified in such a straightforward way. Companies such as Unilever are seeing that pursuing different sustainability strategies have an effect on many parts of the business, from employee and customer retention to better relationships with suppliers ensuring higher quality goods.

9. Your new recruits will take you there.

We are seeing new employees coming into the workforce that not only have strong business knowledge, but an interest and knowledge of sustainability and how and where the two intersect. MBA programs around the world such as the Schulich School of Business and Haas School of Business are starting finally to actively look at how to bring this knowledge to their students to ensure that the next generation of business leaders see it as just the way you do business. We aren’t there yet, but the wheels are starting to move.

10. Having fun with it.

In many ways, sustainability is all about innovation. As individuals and companies become more experienced with what sustainability means and how to approach it, we are seeing companies having fun with it, being very innovative, creative, and experimental. Just look at the creative packaging of Puma’s Clever little bag and Amazon’s Frustration-Free packaging.


Handout photo shows Puma’s Clever Little Bag, designed to replace the cardboard shoebox. REUTERS/Handout


We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see

[…] Top 10 trends in sustainable business (via Reuters’ Environment Forum) […]

Posted by Fleishman-Hillard Sustainability » Daily Sustainability News Roundup: April 29, 2010 | Report as abusive

[…] Top 10 trends in sustainable business. […]

Posted by Blazing City Trails, Urban Beekeeping, Claim Lawsuits, + Insufficient CSR | Green Blog Media | Report as abusive

[…] Source : 0/04/28/top-10-trends-in-sustainable-bus iness/ […]

Posted by Green et vert » États-Unis : les 10 tendances durables | Report as abusive

[…] recent Reuter’s article: Top Ten Trends in Sustainable Business, focuses on the best trends in “green business,” I’m struck by how many of the […]

Posted by 10 Trends in Sustainable Social Media | Community Organizer 2.0 | Report as abusive

[…] recent Reuter’s article: Top Ten Trends in Sustainable Business, focuses on the best trends in “green business,” I’m struck by how many of the points are […]

Posted by 10 Trends in Sustainable Social Media | eJewish Philanthropy: The Jewish Philanthropy Blog | Report as abusive

The first thing to greening your business is to engage people- by getting them to understand what their role is in the process and that they have the ability to make change. You also have to have a system or process in place that gives people guidance on what steps they need to take to achieve their carbon reduction targets.

An environmental management system accredited to the globally recognised standard, ISO 14001, gets you to the point whereby people understand where their impacts are, but then you need to get underneath it all to really understand the details – where is the carbon coming from and how can we reduce it? That’s where carbon footprinting can really help. This will help develop your targets and identify ways that will really make a difference.

The next point to consider is metering and energy data collection, and knowing where to go on a macro level. This gives you the ability to look at your consumption data in detail and at what equipment has been running for too long, and so on.

You can’t just think about carbon reduction as avoiding fines or doing it because you feel your business has to do it because of external pressures. Examining your carbon impact and reducing is about creating a sustainable and efficient business where energy and other waste is identified and controlled.

Posted by NathalieGoad | Report as abusive

An Exciting Time to Start Your Own Business
There has never been a more exciting time to start your own business! New businesses are springing up every day all across the country.

Posted by web1234ons | Report as abusive

I found this article very informative. We put together a couple lists that you guys may find useful of ways to make your home/business more Green.

The list for homes is here: .htm

This is the one for businesses: .htm

Posted by Msillman | Report as abusive