Corporate sustainability is a business approach that

creates long-term consumer and employee value by not

only creating a “green” strategy aimed towards the
natural environment, but taking into consideration
every dimension of how a business operates in the
social, cultural, and economic environment. Also
formulating strategies to build a company that fosters
longevity through transparency and proper employee
development.
 Traditional Business Concerns
Management strategies driven by shareholder value
objectives have been highly successful for businesses
of all sizes in the past fifty years.
Despite the clear benefits of this traditional model,
driving businesses by shareholder value alone is now
also a largely unsustainable one.
Use of resources, waste management, pollution,
climate change and biodiversity are all issues of great
importance which, in the traditional business model,
have had to give way to the maximisation of
shareholder return.
 Why to Go Green?
Many of the largest and most profitable companies in the world have
strong sustainability programs as a central part of their operations
strategy and brand strategy:
• Walmart Inc. – "Our environmental goals at Walmart are simple and
straightforward: To be supplied 100 percent by renewable energy; to
create zero waste; and to sell products that sustain our resources and the
environment."
• General Electric Inc. – "GE has increased its ecomagination portfolio from
17 products in 2005 to more than 80 products today. 2008 revenues from
ecomagination products reached $17 billion, an increase of 21% over the
prior year."
• 3M Company – Launched its "Pollution Prevention Pays" program in 1975
and by 2005 the program had prevented more than 2.9 billion pounds of
pollutants and had saved nearly $1.2 billion.
• Royal Bank of Canada – "RBC believes that prudent environmental
management in our business means focusing on activities that mitigate
risk, enhance returns, and protect or enhance our corporate reputation."
 Strategic Principles For Corporate Sustainable
Development

1) Transparency
Deals with the idea that by having an engaging and open
environment within the company as well as the community
will improve performance and increase profits. It is an open
culture that promotes employee involvement in regards to
the innovation and creative processes. Reaching out to the
community creates a much bigger team, is extremely cheap,
and provides evaluation from all angles. Companies are
looking inward and realizing changes must be made to fulfil
environment needs such as energy efficiency, limiting product
waste and toxicity, and designing innovative products.
2) Employee Development
People are the most important renewable resource and
therefore, are the strongest asset to any organization. A
strong development program could be the underlying
factor for a company's success or failure. Employees are
the concrete foundation for the company and must be
thoroughly analyzed and evaluated to tap into their
true motivations and desires. For a company that wants
to reach its greatest potential, employees must work
towards improvement rather than perfection. Programs
should be implemented that rewards star performers,
fosters the creative learning process, and provides
comprehensive training and evaluating.
3) Resource Efficiency
Companies must adapt to this rapidly changing environment
by being prepared to change and implement new creative ideas
related to sustainability. Companies should not throw away old
products and materials, but rather be prepared with upgraded
technology that can transform the product. New solutions that
improve recycling and waste redirecting can ultimately reduce
costs and increase profits. For example, Wal-Mart Stores Inc.
has redirected more than 64 percent of the waste generated by
stores and Sam’s Club facilities. In 2009 alone, they recycled
more than 1.3 million pounds of aluminium, 120 million pounds
of plastics, 11.6 million pounds of mixed paper and 4.6 billion
pounds of cardboard. On an annual basis, they expect to save
around $20 million and prevent 38 million pounds of waste
being sent to landfills.
What is Business Sustainability?
 A successful sustainable business balances the
following conflicting goals:
• Economic performance - Increase growth, revenues,
profits, ROI and shareholder value.
• Environmental stewardship - Reduce global resource
consumption, waste and pollution.
• Social responsibility - Improve employee, community
and human rights and practices.
Corporate Sustainability: Capability Maturity Model
 Why is Sustainability Important?

• As the world becomes more crowded and business

more global, there are fewer ways to hide harmful
practices and fewer places to throw "away" wastes.
• Using sustainable practices in earnest is a
competitive advantage that captures new
opportunities and creates new business value.
• Companies that use sustainable practices in earnest
capture new opportunities and create new business
value in the following ways:
• Be more competitive - Reduce costs and risks.
Develop new and innovative products. Increase
quality. Differentiate company, brands and products.
Increase customer loyalty, sales and profits.
• Enhance market image and reputation - Be
perceived as "above" rivals. Attract new customers
and modern employees. Tell stories about green
initiatives to engage and interact with customers.
• Attract savvy investors - who are looking for long-
term business growth, success and value.
 Indian Perspective

• Indian business is growing rapidly in size, scope and global

reach.
• However, growth and continuance of business in the long-
term, when the nation is targeting higher levels of economic
leap-frog, cannot be achieved at the cost of our already fragile
environment and weak social fabric.
• Businesses today face pressures which are different from their
predecessors, roles and responsibilities are being dramatically.
• Conventional businesses would view these pressures and
expectations as threats to business growth and shareholder
value creation.
 Actions required
• To produce the necessary changes and to initiate a
post-industrial renaissance, new ideas, connections,
and social networks are needed. This will only
happen when a diverse and diffused critical mass of
people and businesses decide to live and act
differently.
• Leading organizations have now started to operate
with a high sensitivity to social, environmental and
economical issues and are embracing new forms of
collaborations, partnerships and entrepreneurships.
• The CII Centre of Excellence for Sustainable
Development is pioneering Corporate Sustainability
Management (CSM) for Indian industry in the belief
that future competitiveness requires internalization
of sustainability management through a clear,
practical, integrated framework.
THANKS