The Ultimate Sustainability Strategy is…
…to align your business growth to sustainability.
Unilever has just announced that half its growth last year came from its Sustainable Living Plan and its sustainable brands are growing twice as fast as others. They join GE, Interface, Johnson Matthey and many others in aligning the future of their business to sustainability.
To me, this blows the idea that sustainability is somehow incompatible with growth out of the water. That meme comes from people who see a win-win as some kind of sell-out. Frankly, that clique would rather lose-lose and keep their sense of self-righteousness.
So don’t be put off by the naysayers or feel guilty about success. If we want to make sustainability ‘the new normal’, then we must do just that. And for a business, that means the business strategy and sustainability strategy converging into one.