Search

Fight or flight? The most powerful response is making the business case for sustainability  

We are an online community created around a smart and easy to access information hub which is focused on providing proven global and local insights about sustainability

22 Mar, 2025

This post was originally published on Green Biz

Source: Green Biz

The general business, sustainability, and DEI landscapes are increasingly tense, and in times like these, it’s not uncommon to instinctually choose from three basic responses: fight, flight, or play dead.

Some sustainability leaders and their companies will fight. They see climate change and DEI as core to their values, existential risks, or sources of value worth addressing.  Others will take flight, sometimes because they never really understood the value of sustainability. As a result, CSOs and their teams have lost their jobs and commitments have been rescinded. While most of us will agree this is a shortsighted mistake, it’s not hard to understand why business leaders are afraid.

And then there’s the most common response: playing dead, which amounts to continuing the work but going quiet, especially externally, to avoid attracting undue attention and risk offending stakeholders or facing a backlash. This approach can make a lot of sense given the shifting ground, and predictability—the most valuable asset in the business world—is scarce.

All of these responses are rational. The question becomes which path to choose? Below are three steps for making the business case of sustainability and moving beyond basic instinct.

Find the tangible value

Leaders feel pressure every day to deliver outcomes. They must stand in front of their investors quarterly and reveal progress and setbacks related to profit, loss, revenue, cost control, market share and brand strength. A small, but growing number of leaders may include carbon emissions, water usage, and the odd social metric. However, profitability indicators reign supreme. So how do we help CEOs and boards navigate this moment in the context of their priority outcomes?     

Instead of focusing on our commonly called upon force multipliers – regulation, supply chain engagement, reporting and policy advocacy – we need to return to fundamentals and recognize that sustainability programs deliver tangible value and our job as practitioners is to find and support that value creation. Our research has found companies that apply environmental sustainability concepts save millions of dollars in production costs and reach sales targets that support low emission energy, lower water use, and more circular approaches. Companies have boosted sales by featuring resource traceability that assured consumers that workers in the product’s supply chain were treated fairly. 

We need our version of the “it’s the economy, stupid,” which is the business case. This means advancing the CSO as a strategic business partner who harnesses sustainability as a source of competitive advantage, brand differentiation and operational efficiency.

This isn’t about surrendering principles or becoming captive to corporate inertia. Rather, it means deeply engaging with the machinery and relationships that drive organizational decision-making. This approach doesn’t limit others; sometimes the short term business case is not there, and it’s still time to fight.

Identify competitive differentiation 

To get the calculus right requires identifying strategic intersections where sustainability initiatives simultaneously advance business objectives and societal outcomes — positioning sustainability as a source of competitive differentiation and value creation. It means managing tensions and understanding the archetypes of sustainability value creation.  

We need not view the business case as sacrificing true commitments to environmental and social impact. To the contrary, for years major architects of the ESG and sustainability movement have tried to get companies to spend “real money” on environment and social outcomes. Linking sustainability more directly to the profit engine will better persuade leaders to direct more capex and opex to sustainability than regulation and reporting can. As our “How to Set Sustainability Strategy in 2025” report discusses, companies have become crafty at managing regulatory and reporting workarounds.

Mix art and science

Of course, managing competing interests and tensions is not easy, and every day seems more of a tightrope act. But we have more going for us than we might think. While many have lamented the rise of reporting requirements, these have actually given us much better data upon which to base our decisions and make our case. Creative business leaders can use this data to see which programs are driving value and which aren’t

Sustainability has too long been like the famous saying about advertising where we know that half of it drives value – we just don’t know which half. Data-driven business cases solve this challenge. Discussions about sustainability-advantaged hurdle rates for investments — given their high rate of success compared to other riskier alternatives — are far more common than they once were. Marginal abatement cost curves are making a comeback in the presentations of sustainability teams. There will always be an art to creating the business case, but data provides a much more scientific foundation upon which to build.

The tension resulting from integration efforts makes the sustainability profession challenging. It’s relatively simple to critique from the sidelines, questioning why executives don’t prioritize long-term thinking. It’s far more challenging to earn a seat at the decision-making table, navigate complex trade-offs, occasionally accept suboptimal outcomes, and persistently work to advance sustainability as a driver of commercial success and societal progress. But that is, as they say, the job.

The post Fight or flight? The most powerful response is making the business case for sustainability   appeared first on Trellis.

Pass over the stars to rate this post. Your opinion is always welcome.
[Total: 0 Average: 0]

You may also like…

Sustainability compliance should not be seen as a cost

Sustainability compliance should not be seen as a cost

The challenges of meeting new corporate sustainability reporting requirements are creating concerns across industries, but Schneider Electric’s Lisa Zembrodt says organisations should focus on the positives of compliance.

Zembrodt leads Schneider Electric’s Sustainability Business division, which assists many of Australia’s leading corporations to increase energy efficiency, reduce costs, adopt renewables and map their energy transition pathway.

Speaking to corporate leaders at Schneider Electric’s Innovation Summit in Sydney, Zembrodt said there was too much negativity in current debates over energy and sustainability, including focusing on the complexity and costs of compliance.

“We should turn these perspectives around and look at the opportunities in companies understanding their energy consumption and processes and using technology to drive efficiency. With compliance should come cost savings.”

The new Australian Sustainability Reporting Standards are mandatory and comprehensive, described by ASIC chair Joe Longo as the biggest change to corporate reporting in a generation. They carry penalties for non-compliance and will be closely monitored by investors and stakeholders.

The requirements came into effect for major companies from January and will be gradually rolled out. It involves more than putting data into a report and committing to emissions cuts, said Zembrodt.

“It’s about understanding the impact that climate has on an organisation, its markets and its supply chain. It’s putting in place plans to mitigate the risks, adapt and take advantage of the opportunities.

“Many entities today don’t have a transition plan; simply by requiring a plan to be created, the laws encourage companies to act,” said Zembrodt. “Organisations can gain competitive advantage from complying with the standards and set their strategies to capture the opportunity.

“Sustainability Business has been advising our customers on many areas of energy and sustainability for over 25 years, globally we work with 40% of the Fortune 500, working on everything from ESG reporting and disclosures to decarbonisation strategies and their implementation.

“Improving energy and resource efficiency creates cost savings,” she said. “Investing in renewable generation, storage, microgrids and demand response ensures the security and resilience of power supplies and can reduce energy costs in the long term.

“We’re advising companies on how to be more efficient, how to eliminate the use of fossil fuels in their fleets and their operations and, of course, we advise on how to switch to renewables.”

She points out that new technology and the evolution of power generation create opportunities and risks around energy sourcing. The influx of renewable projects in Australia has made buying renewables much easier than it was a decade ago.

Increased scrutiny and knowledge of business operations can bring additional and unexpected benefits.

“We’ve found that management of energy and energy supply contracts brings cost savings — these are often low-hanging fruit,” said Zembrodt.

“In 2024 we identified $6.7 million of errors in energy invoices for our clients. There’s absolutely no reason any company should overpay for energy.”

She also observed the increasing pressure from stakeholders and investors to progress sustainability, with a real impact on a corporation’s capacity to raise capital if it was not seen to be taking a positive approach.

Zembrodt acknowledged the sometimes-contentious issue of carbon offsets and emphasised they should not be used by companies to avoid actual emissions reduction in their operations. Some organisations were rightly walking away from dubious, generic offset schemes, she said.

However, targeted and documented offset programs had a vital role to play in hard to abate sectors where it was impractical to immediately cut emissions, she said.

“In Australia, the government has put a requirement called the safeguard mechanism on the highest-emitting facilities to buy carbon offsets if they can’t reduce their emissions. We can help to ensure the offsets procured have a positive impact on people and ecosystems.

“Did you know we supported the Paris Olympics with carbon offsets? Part of this included choosing three projects to support through carbon offset purchase for the Paris Olympics. People at the equator are most affected by climate change, so projects in that region are incredibly impactful in a positive way and that’s where we focused our attention.

“The first is mangrove restoration in Senegal, which involved 350 villages and 100,000 people. The second is water well restoration in Rwanda, which gives people safe drinking water nearby but also means emissions from burning wood to boil water are reduced. The third project is a 50 MW solar farm in Vietnam.

“However, we urgently need real emissions reductions. While it is positively impactful that companies invest in gold-standard carbon offset projects, it cannot come at the expense of action to decarbonise.”

Zembrodt pointed to recent extreme weather events as demonstrating how critical taking action on emissions was. “We’ve just seen the Queensland and NSW coastlines buffeted by a major cyclone, while in LA, this year’s devastating bushfires caused an estimated cost bill of more than $250 billion. And it’s not just the physical damage; medical and social costs follow, and let’s see the impact on insurance costs.”

Across the nation, we need to electrify processes wherever possible, and maximise renewable generation, she said. Those electrified processes also need to be made as efficient and optimised as possible through digitisation, monitoring and AI.

“The time to act is now,” she said. “70% of emissions can be eliminated today with the technologies we already have available to us.”

Image caption: Lisa Zembrodt, Principal and Senior Director, Schneider Electric Sustainability Business.

0 Comments