7 Reasons Why Sustainability Is Not a Fad

“Are we getting close to the tipping point, when a critical mass of companies embraces sustainability?” I frequently hear that hopeful question. I used to optimistically estimate that we were three to five years away from that magic tipping point. I underestimated the power of those with vested interests in the status quo. But we are getting closer, despite the current global economic recession.

“The Sustainability Imperative” article in the May 2010 issue of the Harvard Business Review supports this assertion. This slide summarizes the author’s views about why sustainability is a legitimate megatrend and business imperative.

The authors go on to describe 6 drivers of the sustainability megatrend which make it imperative that companies include sustainability factors in their risk scenarios.

I humbly add 7 more characteristics of this sustainability wave which reinforce its permanence.

The first two reasons are sobering: for the first time in history, we face permanent threshold management for climate change and energy availability. The third, personal factor is driven by frequent projections of what the world might look like in 20, 50, 100 years – academic horizons for some of us, but not for our families. That realization energizes people to convince those in charge to be more proactive. As citizens wake up, mainstream institutions pay attention to the possible threat to their reputations, legitimacy, and intangible value if they stay on the sidelines. The last innovation factor enables action on the first two factors and shows the doability of a rapid transformation to a clean energy society. So, are we getting closer to the tipping point? Yes, because of the wonderfully diverse mix of drivers and reasons listed above. They make the sustainability imperative unstoppable this time. It just a question of how soon it will happen, not if it will.

Note: The above three slides will be added to the next version of my Master Slide Set.

What changes have you noticed?  I welcome your feedback and comments. Just click on the Reply/Comment button below!

Until next time,

Bob