Business Sustainability Challenges And How To Resolve Them

Julie Starr • February 22, 2022



If you think “business sustainability” is still just a buzzword, think again. According to a global survey by Unilever, there is a $1 trillion market opportunity for brands that showcase their sustainability efforts, with a third of consumers preferring sustainable brands. The Business and Sustainable Development Commission report also indicates that sustainable businesses have become one of the most lucrative business sectors. But achieving business sustainability is still a challenge for most businesses. So, are you thinking about making your business more sustainable? Here are some challenges you can expect when making that sustainability shift. 

Making your sustainable efforts more visible 

Whitewashing your sustainability efforts does not cut it anymore as far as your consumers are concerned. In other words, it is no longer enough to simply claim that your company is taking measures to make its operations, products, and services more environmentally friendly. Your clients, potential customers, or target audience will start demanding some level of transparency in your sustainability efforts. They would want to see, for example, what measures you’ve adopted to reduce your carbon footprints and how measurable those strategies or measures are.

  You’ve probably seen how powerful the demand for transparency in the pay gap and diversity is and how that has affected several businesses. You can expect that same level of demands on your business regarding sustainability efforts. 

Collaborating for sustainability

In most cases, adopting sustainability measures requires businesses to make systemic changes in the operations and collaboration with their stakeholders, from suppliers to consumers. That means finding the right partners who will enhance your eco-friendly efforts. If you already have suppliers you work with, you might also need to speak with them (and other stakeholders) to make the needed changes. But if that isn’t an option, your best alternative is to look for new partners who understand your sustainability goals and thread the same part. For example, if you’re now looking for more sustainable ways to generate power for your business, you’ll find that companies like Volvo Penta focus on providing sustainable power solutions for businesses. 

Your ability to measure and report your efforts

As indicated earlier, you can expect your target audience and sustainability advocates to demand transparency and accountability from you. A key factor in meeting that demand is your ability to measure how effective or otherwise your sustainability efforts are. The general public aside, measuring your businesses’ strategies will also help you determine whether your efforts are paying off or otherwise. It gives you a fair idea of what you’re doing right and what needs changing. Considering the increasing growth of sustainability reporting standards and rankings, it will help to know how to streamline your reporting in a way that reduces redundancy, produces a positive impact, and resolves any form of inconsistency. 

Scrutinizing future viability 

From all indications, sustainability is here to stay. This is reflected in Ramboll’s recent study, which indicates that 95% of companies consider sustainability as key for long-term business success. But you need to be able to scrutinize it

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