The State of Sustainability: A Social Responsibility
According to S&P Global and GreenBiz Group’s State of Green Business report, more corporate leaders are taking action as the need for sustainable business practices becomes increasingly urgent. Sustainability is a term frequently used in political and business circles since its inception over two decades ago, yet it has come to mean many things to different people. In 1987, the United Nations Brundtland Commission defined sustainability as “meeting the needs of the present without compromising the ability of future generations to meet their own needs.” For us at Probity Marketing, sustainability goes beyond the environment and into social equality; one can't exist without the other.
Social sustainability is an often overlooked aspect of sustainability, as sustainable development goals and discussions frequently focus on the environmental or economic sphere. Social impact thinking—particularly at the community level—needs to be introduced in the early stages of projects or business development and can be done by establishing a social mission that illustrates how you will actively benefit the community. Support your community by engaging in local programs mutually beneficial to your business and society by finding causes for your employees to get involved. While philanthropy is often at the forefront of social sustainability, social consciousness starts from within by prioritizing the health and safety of consumers and workers alike and fostering a healthy work-life balance among your employees. A genuinely sustainable organization ensures its internal operations abide by socially sustainable principles, such as making environmentally conscious choices, paying fair salaries, and partnering with ethical producers and vendors. Organizations should also focus on improving hiring practices to include a diverse array of individuals from different cultural backgrounds to promote more social equity. Not only will this practice benefit society at large, but businesses with greater diversity tend to outperform their peers and are more adaptive to changing climates.
While sustainability is a step in the right direction, based on where the world is right now, it is not enough - we need solutions that not just help us “balance” but that radically and actively improve our ecosystems and communities to help reverse some of the damage that has already been done. Sustainable growth requires a long-term structural change in our economic and social systems and our day-to-day mentality. We at Probity Marketing believe profit and purpose aren’t mutually exclusive: business can be a force for good, a sentiment that the people echo. Three-quarters of consumers (77%) will purchase a company’s products or services if the company shows they are committed to making the world a better place through socially or environmentally sustainable initiatives. The world needs more companies that consider the impact of their decisions on their workers, customers, suppliers, community, and the environment.
We believe that every company, regardless of size or industry, has a role to play in building a better world for future generations. With so many businesses prioritizing social and environmental sustainability in hopes of a brighter future, the time to take action has never been more convenient. If you’re a business starting from square one or already a capable sustainable corporation looking to do more, reach out to us to find out how Probity Marketing can help you attain and communicate your purpose.
