Estate Living Magazine Connection - Issue 43 July 2019 | Page 56

L I V E
S M A R T
INVESTING IN A
SUSTAINABLE
FUTURE
We’ve come a long way since Al Gore’s Inconvenient Truth documentary in 2006. Although not the first
we’d heard of climate change and the effects of globalisation, it was an eye-opener for many and it
sparked fierce debate. Things that were only spoken of then are now becoming reality, and we probably
all understand the severity of global climate change, and what this means for future generations. 
Sustainable business has become a new trend but it doesn’t simply imply greener
practices though – it incorporates a far broader mentality touching at the heart of
the problem: consumerism. We live in a wasteful society where we’re accustomed
to single-use plastic, replacing instead of fixing, and generally buying whatever we
want, when we want. This, of course, is what drives the economy, and it’s a strange
and conflicting balancing act whereby both businesses and individuals need to find
new and effective ways to reduce waste, curb costs and source renewable products.
The business case for sustainability
The business case for sustainability draws on several core arguments. Pro-
environmental practices create positive brand associations among consumers,
especially millennials. They also anticipate regulatory trends, and position the
company favourably when such policies become law and companies are forced to
find innovative ways to overcome environmental challenges. This innovation and
focus on sustainable practices promotes creativity among employees, and gives
people a real sense of purpose as they’re able to make a difference in the world. 
Sustainability also includes a new way of doing business, a consciousness so to
speak. This is harder to quantify in a business case, but it involves taking responsibility