Developing Ideas Digest May/June 1998

Corporate interest in sustainable development appears to be on the rise. A new batch of 'sustainability' reports, the 'Global Scenarios on Sustainable Development' project of the WBCSD and much talk about the social dimension of sustainability at Globe '98 -- an international trade fair for environmental business -- indicate that 'sustainability' is a hot topic on the agenda of many companies. It also signals that companies are finding that taking a sustainability approach is necessary for their continued success.

This issue of DI identifies some key areas where there is a buzz of activity around sustainability in the world of business. DI #1 explores the growing recognition by the business community that they must grapple with sustainability if they are to be successful. DI #2 on 'Selling Sustainable Benefits' describes the idea of delivering benefits and services rather than products. Here customers purchase the benefit of the product, but not the thing that produces it. Some developing country businesses think that this approach may even give them a competitive edge. DI #3 - 'Social Savvy' -tackles the 'social dimension' of sustainability and investigates why supporting community well-being needs to be part of doing business. An example is drawn from the mining sector to illustrate how one company is integrating social concerns into business operations. In DI #4 'The Sustainability-Profit Link' we examine the link between corporate sustainability and the financial markets. Does sustainability translate into real value for the company and how is this communicated to market analysts? Another key piece of the sustainability puzzle is explored in DI #5 -' Corporate Paradigm Shifting'. The challenge of moving an entire corporation towards sustainability is immense. This article looks at some of the old and new approaches being tried with mixed success. Lastly, Trendwatch tracks the increase in sustainability reports this year and some of the controversy surrounding them.

The writer for this issue is Stephen Dale, an environmental journalist living and working in Ottawa, Ontario. Many thanks, Stephen.

The articles also draw on extensive interviews with Dr. Michael Bertolucci of Interface, Inc. and Mr. Doug Fraser of Placer Dome. Their comments and insights are noted through-out the issue and I would like to thank them for their time and consideration.

Business influences and shapes the world at every scale. Many corporations have revenues larger than governments. All of us have a stake in their management and operation - as employees, customers, investors, managers and business owners - and we also have a stake in our environment and communities. I hope that this issue of Developing Ideas will give you some ideas you can put to work to build a sustainable future.

Marlene Roy, Managing Editor

1. Big Business Meets 'SD'
2. Delivering Sustainable Benefits
3. Social Savvy
4. Sustainability-Profit Link
5. Corporate Paradigm Shifting

• LitScan: Further Readings on Business & Sustainable Development
• TrendWatch: Sustainability Reports