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There is a fine line between doing what you say you will do and just saying what you will do. A perfect example is the push today for sustainable business practices. Companies are looking for a clear path to sustainability if, for no other reason than to say they have a stance on the environment. Though not a good reason on its own for a company to invest the time and money in sustainability practices, it is at least a start. More on that in a bit.

Before I talk about what is going on today, let’s step back fifteen or twenty years, when a business addressed its impact on the environment very differently, if at all. In very general terms, there was little pressure from the government to conduct sustainable business practices. Supply chain pressure was non-existent and for the most part, environmental practices were being led by only the largest of corporations. And even then, it wasn’t as much about the betterment of the environment as it was about the bottom line.

Fast forward to today, where government is playing an increasing role globally and supply chains and stakeholders are asking for updates on how a company is addressing sustainability. Though bottom line still plays a very integral role in sustainability, it’s not just the bottom line anymore. Today, having a stance on the environment is a good start but it is just that—a start. The next step is implementing those environmental promises into everyday practice. A business that builds itself with sustainability in mind every step of the way is a truly sustainable company.

Which leads me all the way back to my original statement about how doing what you say and saying what you do differ greatly. In the 80’s and 90’s a lot of companies were saying what they would do but doing very little of what they said. That sentiment is changing in today’s business practices. I would like to think it has as much (or more) to do with sustainability being embedded in the moral fiber of business owners, stakeholders and shareholders, than with outside groups forcing its hand. However we got to where we are today, the business world has changed greatly and it’s exciting to be a part of it all.

In my next blog I will address why companies are looking for a clear path to sustainability.  For now, if you want to find out how you can assess your sustainability practices, or if you simply want to learn more about HY-brid, send us a message, we would like to hear from you.

Categories: Green Communications, Tim Wirtz, environmental marketing, green messaging