The Web is transforming how organisations conduct business, ranging from improving efficiency to creating new, innovative products and services—all with an eye toward improving the bottom line. Adoption of sustainability may be following a similar path.
At first, organizations were just trying to be good corporate citizens, focusing on energy conservation and offering “green” products. It felt good to do, but it wasn’t central to the business. More recently, many business leaders have begun to view sustainability as a more integral component of their business strategy, identifying opportunities and risks as a way to enhance revenue, margins and brand value. Organizations with a broader, more strategic plan for sustainability will not only drive innovation across their enterprise—including transforming key processes—but may also influence what their customers want and how their suppliers operate.