The State of Sustainability

摘要: For the past several years, surveys asking executives about their organizations' sustainability practices and values revealed a focus on brand reputation outward appearance. Respondents to these frequently commented that implementing in holistic way was easier said than done, often costs benefits associated with green initiatives were unclear. But something has apparently changed. In late-2011 McKinsey survey, 33 percent of respondents indicated "lowering operational improving efficiency" top reason for pursuing sustainability--a 14 increase from previous year's survey. This made cutting boosting efficiency number one measures improve sustainability, above "brand reputation," which held steady year at 32 percent, as well "alignment company mission values," rose 31 percent. Companies are starting see true can bring real value beyond marketing or public relations efforts. However, reveal companies struggle bridge gap between fuzzy rhetoric concrete realities implementation. A 2010 study theory practice by Deloitte, included 48 large working implement United States, there is aspirations actions. Deloitte's survey although organizations tend embrace theory, referencing all three components triple bottom line (people, planet, profit) statements, most actual efforts solely environmental initiatives--the planet piece--ignoring economic social elements (profit people). 2012 Boston Consulting Group (BCG) MIT Sloan Management Review supports findings. The BCG/MIT analysis states corporate fail address tradeoffs present future rarely look environmental. remarked two-thirds 4,700 believed critical competitiveness today's economy, but only quarter segment any competitive advantage had actually been achieved result practices. Nike: Sustainable Transformation Although suggest success stories hard come by, they also growing trend toward least considering triple-bottom-line sustainability. Nike stands out such organization. Starting down, embraced engaging comprehensive effort steer organization's culture direction, its supply chain. Stung reports exploitative labor offshore suppliers 1990s, decade systematically reoriented approach every element business, chain As might be expected, have attracted attention. built partnership Adidas, Puma, H&M, C&A, Li Ning, G-Star establish goal reaching zero discharge hazardous chemicals (ZDHC) across companies' entire chains 2020. collaboration seen model other industries, it becomes more clear cooperation--with competitors customers--will vital successful program. strategy represents standard organizations, covering sphere. running extra mile, ensure people profits, enforcing standards developing innovative technologies promise better performance offer increased recyclability. …