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The Benefits of Sustainability: Speaking the Language of Business

9 May 2017

A must-read if you want to convert the skeptics around you and convince them that choosing sustainable development means real and measurable benefits for your business! In this fully revised tenth anniversary edition, the author makes a powerful update of the business case studies first presented in 2002.

Ten years after the original edition of the Sustainability Advantage that listed ten business priorities, Mr. Willard gives a compelling updated case for sustainability strategies and their benefits for businesses of all sizes. Increasing revenues, acquiring (and retaining) new customers, as well as trimming down operating costs are at the top of the list, which explains the approach used by this renowned expert in sustainability.

The true value of this book is in the real-life business success stories that evidence the importance of sustainability-related contributors to profit. What better way to entice you to become a change champion than proven results of sustainability strategies!

• In 2010, more than 2,100 energy conservation projects were completed at 299 IBM locations around the world, which delivered savings of 5.7% of the company’s total energy use (a $29.7M saving in energy expense).
• RG Barry saved more than $2.5M over 18 months by revising and updating its packaging of finished products (shoes and slippers).
• Since 1975, 3M has been running a cost-effective Pollution Prevention Pays (3P) program, an employee-based effort to eliminate pollution and reduce costs. By 2011, 3M employees completed 8,100 3P projects with ROI within less than a year, and saved $1.4B.

Mr. Willard also makes sure that the human dimension is not overlooked and attributes a financial value to employee engagement, hiring and turnover. According to his sources, 83% of employees say that the positive image and reputation of their companies build employee loyalty. In 2008, the voluntary turnover rate in the USA was on average 18.7%. The cost for a company is estimated at 40% of the annual salary. The author believes that these costs could be reduced by 25%. Do you think your business might be interested?

Opting for a graphically-rich format, the author shows that the sustainable development approach is an excellent business strategy for companies. One of the most visually striking figures is probably the one used for the conclusion (simplified below):

It lists seven benefits of sustainable development and their cost estimates for a company:

1. Increased revenue
2. Reduced energy expenses
3. Reduced waste expenses
4. Reduced materials and water expenses
5. Increased employee productivity and innovation
6. Reduced employee hiring and attrition expenses
7. Reduced risks

By increasing revenues and cutting costs, companies can increase their profit, and can also ensure their sustainability by reducing associated risks and investing in longer-term projects. Admit it, hard to say ‘No’ to sustainable development now!

“The New Sustainability Advantage: Seven Business Case Benefits of a Triple Bottom Line” by Bob Willard

By Marie-Josée Roy, Eng., M.Env.

Expert – Strategic Management, Performance and Sustainability

Totem Performance organisationnelle