Business as Environmentally Sustainable
Looking back on how businesses operate before, it is totally different to how it was now.
There are several players on these changes. Globalization and technology are few but the most
crucial player that today’s businesses must consider is sustainability. Reflecting on the current
environmental problems we are experiencing such as climate change, pollution and global
warming, employing environmental sustainability to company’s overall operations can be used by
businesses as a platform to make known its interest in serving not only the economy, but the
community. Environmental sustainability can be executed in various ways. In the field of
marketing, I have known a few ways how it was done. Some print and media promotions that I
have seen exactly employ this kind of marketing, publicizing its sustainable corporate social
responsibility (CSR). Typical approaches – which I believe many of us are familiar with – are
donating profits to sustainable causes and creating a product that contributes to sustainable living.
The other one which comprises more complex and collective processes is environmentally
sustainable food production. Aside from the environmental problems we faced, sustainable food
production addresses the world’s fast-growing population. The rising population adversely affects
food security and nutrition. At the same time, it induces a continuous increase of food consumption
contributing to more food waste. All of these makes everyone believe the relevance of operating
sustainably.
Sustainable food production generally refers to methods of production that are
economically efficient, effectively safe to workers and of course, environmentally focused. There
are various actions included in this method. For instance, the European Commission identified
sustainability plans that every business can employ (EUFIC, 2015). Firstly, using natural resources
efficiently. Part of this is maximizing the use of limited land size to produce more food supply.
Secondly, protecting the quality of natural and marine resources reduces air, soil and water
pollution. Thirdly, procure inputs from sustainable sources. Such instances can be reflected when
Unilever commits to use palm oil from sustainable sources in producing some of its hygienic
products. The fourth one, the use of environmentally friendly food packaging. This includes the
use of recycled materials or materials that would less likely affect the environment. Lastly, all the
former ones fall over it, reducing food waste. There are technical strategies on how it is done and
one of these is product reformulation which extends the shelf life of the good. This plan also
correlates to reducing waste delivered as a response to the increased areas of landfills. Other
actions that can be done is conserving non-renewable energy which can be beneficial especially
for future generations. With all of these actions, businesses not only play a vital role in partaking
environmental initiatives. Also, it acquires corporate benefits that generally optimize its
operations. Particularly, it improves the company’s brand for being purpose-driven firms which
provides a competitive advantage over the market economy. Consequently, this also mitigates
possible future risks which could cost the company more. Regulating an operation system,
preventing oil spills and establishing a safe work environment are few examples sustainable
operations lessens detrimental risks.
In consideration of what was formerly said, there are businesses perceiving these plans
very costly. According to the published article of Bhaskaran et.al. (2006), businesses find it
expensive to conform with environmental standards. However, in today’s context, it isn’t anymore.
Most successful businesses are now inclined with sustainable strategies. Yet, before a business
operates sustainably, it must perform well financially. Henderson, a Harvard business professor,
once said that doing well and doing good will always be intertwined. This is called the shared
value opportunity between businesses, community or society as a whole.
References
Bhaskaran, S., Cary, J., & Polonsky, M. (2006). Environmentally sustainable food production and
marketing: Opportunity or hype? British Food Journal, 108(8), 667-690.
Chladek, N. (2019, November 6). The Importance of Sustainability in Business | HBS Online.
HBS Online. Retrieved February 17, 2023, from https://online.hbs.edu/blog/post/business-
sustainability-strategies
Food production: A sustainable food supply. (2015, June 2). Eufic. Retrieved February 17, 2023,
from https://www.eufic.org/en/food-production/article/food-production-3-3-a-sustainable-food-
supply
Wright, G. (2022, November 17). What is sustainable marketing and how should you use it? Smart
Insights. Retrieved February 17, 2023, from https://www.smartinsights.com/online-brand-
strategy/brand-positioning/sustainable-marketing-how-should-you-use-it/
