Why your corporate sustainability policy might not be as effective as you think

In too many corporate environments, sustainability still exists in silos.

In the last few years, the basic principles of sustainability have become more mainstream across company practices, media and public awareness.

But now it’s time to move beyond the headlines and start thinking holistically.

To avoid greenwashing and have a meaningful impact, sustainability strategies need to ensure that positive impact in one area doesn’t cause a negative impact in another.

For example:

Tree planting

You can’t deny that these beautiful, natural carbon stores have a positive impact, and planting more of them is a good thing!

But what if tree planting schemes don’t protect existing trees or guarantee a safe future for the new ones?

What if reforesting only focuses on one type of tree? Promoting a monoculture will lead to further biodiversity loss.

What if brands, organisations or politicians focus on tree planting as their only solution to carbon emissions? New trees take a long time to reach maturity and become effective carbon stores.

Palm oil

We’ve all seen the heartbreaking footage of Orangutans losing their home to palm oil plantations…

But what if we switch to another, lower yield crop without reducing demand? The problem won’t be solved, just shifted – and even more land will be needed, which will lead to even more habitat loss.

The crop itself isn’t the problem – overproduction is.

Giving profits to charity

According to Mintel, 49% of consumers expect brands to give back to good causes.

But what if an environmental charity t-shirt that donates a % of profits, is made with non-organic, harmful chemicals?

The pesticides used in non-organic cotton are harming the environment.

Your “save the bees” tee could be killing the very insect it’s trying to save ?

And your brand could be accused of purpose washing.

CSR and sustainability can no longer afford to be an afterthought, or a clever marketing campaign without real commitment underpinning it.

The business case for sustainability is clear.

To fully embrace sustainability and reap the benefits, companies must take a holistic approach across every area of operation – from supply chains and procurement to marketing, sales and R&D.

Opportunities to embed positive environmental impact are everywhere – but must be approached with a bird’s eye view to ensure sustainability silos aren’t created or perpetuated.