Sustainability
Mainstreaming Sustainability: Fluff Or Action?
By Alice Ngatia
Green is the new color in town! Not just because it is the color of money but because boardrooms seem to be humming with " sustainability " a lot lately. A cynical mind might wonder if this is just another passing trend, a buzzword to toss around between profit margins. Is it about sounding virtuous or ticking boxes?
For businesses looking to stand tall in the future, it is about rewiring how they think, making sustainability integral to every choice, not just something tacked on at the end.
But there ' s this other nagging feeling we should be on the lookout for. The clear disconnect between the scientists waving red flags of a world in ICU and businesses that often seem to see " green initiatives " as little more than PR stunts. This disconnect, frankly, is alarming. Indeed, the world isn’ t exactly thriving; and sustainability needs to be the main storyline of action.
The False Dichotomy
We ' ve got a sustainability story problem. Two stories, actually, each with its own flaws. One, as told by the scientists, screams
Corporate boardrooms are a curious place when the topic of sustainability comes up. You ' ll find skeptics who view it as a drain on resources, and enthusiasts who see dollar signs in being eco-conscious. There ' s also a prevalent attitude of ' compliance.' Sustainability for these folks is just another rule to follow, not a path to innovation.
apocalypse, a planet in peril, demanding drastic action. This tale, while rooted in truth, risks being counterproductive as overwhelm breeds inaction, and fear can fatigue.
The other story, usually adopted by most businesses, paints a rosy picture: sustainability as an easy virtue, where small tweaks earn applause and everyone feels good. But this tale glosses over the tougher realities of climate change impacts.
Neither story is entirely wrong, but neither is enough. We need a narrative that celebrates steps taken, however small, without losing sight of the mountain yet to climb. It ' s a balancing act, and the only way to write a sustainability story with a truly hopeful ending.
How Business Leaders Actually Treat Sustainability
Corporate boardrooms are a curious place when the topic of sustainability comes up. You ' ll find skeptics who view it as a drain on resources, and enthusiasts who see dollar signs in being eco-conscious. There ' s also a prevalent attitude of ' compliance.' Sustainability for these folks is just another rule to follow, not a path to innovation.
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