What is Sustainability?

     Sustainability is widely recognized as the state in which society can satisfy its current needs without inhibiting the ability of future generations to meet their needs. Adhering to this principle requires individuals and organizations to consider the impact of their actions on the community, environment, and economy. Every person must ask themselves, “Is my economic livelihood compromising the ability of future generations to satisfy their basic needs for clean air, water, and access to natural resources?”
     With greater access to information and scientific data, people today are becoming acutely aware of the impact we are having on our world. Through this awareness, consumers are seeking out socially and environmentally conscious products and services, creating a huge demand for “green” and “fair-trade” alternatives. Businesses are also being prosecuted in the court of public opinion—and in courts of law—for unsustainable environmental and labor practices. In response, companies are being forced to integrate social and environmental interests into their corporate strategy, not just as means of demonstrating good corporate citizenship, but as a means of survival.
     While this presents many challenges for companies today, it also provides an opportunity to gain significant market share from competitors who are slow to address these challenges. Research shows that companies who integrate sustainable practices into their business can create a competitive advantage by seizing new market opportunities, lowering operating and production costs, and reducing their overall risk. Ultimately, this not only increases a company’s economic value, but also the value it provides to the society and environment in which it operates.