Making sustainability work in a downturn

Shareholders expect companies to generate profits, but, increasingly they also want companies to make a positive contribution to society whilst minimising negative effects on the environment. This approach to business – balancing economic, social and environmental interests is commonly referred to as corporate responsibility (CR) or sustainability.

 As the sustainability concept is embraced by a stakeholder group encompassing employees, regulators, customers, suppliers, NGOs, media and the community, businesses’ response to sustainability is imperative to enhance and safeguard their reputation and value. Globally, Boards and CEOs are giving more attention to the sustainability agenda, and their concerns include stakeholders’ increasing influence, CR ownership, cost, range and impact of CR initiatives. However, the impact of the economic downturn, adds a new spin to this as it forces businesses to either demonstrate the value of their CR initiatives or reduce their spending.

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Stakeholders -- reporting for impact
CR spend -- how much is good enough?
Sustainability agenda