But is it just 'lip service'?
Sustainability will move up the business agenda as the economy grows according to a Gartner Study.
However, members of the Jury were divided on firm's motives for embracing the strategy, with some saying it was due to better cash flow and others saying sustainability had a contribution to make the bottom line in and of itself.
According to analyst James Bruwer, “Unfortunately we continuously see that – with the exception of some big firms – the issue of sustainability gets diluted during hard economic times and is recovered when the economy returns to growth.”
The study concludes that a general perception persists out in the wider world that sustainability is still a green fad and a bolt-on, rather than a fundamental part of an organization’s operations.
The reality it seems is that Sustainability via legislation is the only way to always deliver change, however, apart from in specific areas and specific industries there will always be other priorities that will drive the focus on "Going Green".
So do the numbers make sense? Show me the money...
But let's ask ourselves , maybe it doesn't really matter as it "feels good" and sales is often about making our customers feel good.