Sustainability has become increasingly politicised in recent years, but at its core, taking a sustainable approach—whether in marketing, business, or everyday life—is simply logical by definition.
It’s often associated with higher costs, which, somewhat ironically, can make it feel unsustainable in practice.
Despite growing interest, businesses and consumers alike still face a range of challenges in making sustainability viable and accessible.
What is sustainability?
In simple terms, sustainability means something that can last or continue over time. But in today’s context, it has a deeper meaning: meeting the needs of the present without compromising the ability of future generations to meet theirs.
It involves balancing environmental care, economic viability, and social responsibility to ensure long-term well-being.
What are the three pillars of sustainability?
- Environmental: Reducing harm to the planet and protecting natural resources.
- Social: Supporting fair, ethical, and inclusive practices for people and communities.
- Economic: Creating systems and practices that are financially viable and resilient over time.
Why is sustainability important?
Sustainability helps preserve resources, stabilise ecosystems, and support future prosperity. In business, it also builds trust, improves efficiency, and aligns with changing consumer expectations.
What is the best way to begin improving your reputation for sustainability?
Start with transparency and small, credible actions. This could mean reducing waste, switching to ethical suppliers, or publishing your sustainability goals. Communicating progress honestly—without exaggeration—helps build long-term trust.
What is the triple bottom line?
The triple bottom line is a business framework that expands success beyond profit alone. It includes:
- People – social impact
- Planet – environmental responsibility
- Profit – economic performance
It encourages businesses to measure their impact in a more balanced and responsible way.