Business and sustainability: Understanding what being sustainable means, how to be aware of greenwash, and changes that every business should implement.

1. BUSINESS & SUSTAINABILITY

2. SUSTAINABILITY DEFINITIONS

‘‘Maximizing the net benefits of economic development,
subject to maintaining the services and quality of natural
resources over time.’’ (Pearce and Turner; 1990)

‘‘Development that meets the needs of current
generations without compromising the ability of future
generations to meet their needs and aspirations.’’
(WCED, 1987)

‘‘Sustainable development is an approach that will permit
continuing improvements in the quality of life with a lower
intensity of resource use, thereby leaving behind for
future generations an undiminished or even enhanced
stock of natural resources and other assets.’’ (Mohan
Munasinghe and Ernst Lutz, 1991)

3. TRIPLE BOTTOM LINE

The idea of the triple bottom line was devised by
John Elkington in 1994, and consists of: people,
planet, profit.

He states that we should focus on more than
just profit, and instead be aware of our actions
and the consequences for the planet and
people.

The overall aim is for companies to take
account of their social, environmental, and
financial impacts and performance.

4. PEOPLE

5. PLANET

6. PROFIT

7. BE AWARE OF GREENWASHING!

‘‘Greenwashing is the ‘‘act of misleading consumers
regarding the environmental practices of a company
or its environmental benefits of a product or service –
even with the best of intensions.’’ (Friend, 2009)

Greenwashing is when a firm tries ‘‘to convince
people that you are doing something which is good
for the environment by being involved in small,
environmentally friendly initiatives, especially as a
way of hiding your involvement in activities which are
damaging to the environment.’’ (Kent Mey et al, 2007)

8. WAYS TO IDENTIFY GREENWASHING
•
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•
•
•
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Questionable certifications
Irrelevant claims
Misleading words or visuals
Claims that have not been proven
Over exaggerating ‘green benefits’
Lack of proof
Claims of being the best

9. GREENWASH EXAMPLE?

McDonalds

10. GREENWASH EXAMPLE?
BP
Logo changes have more recently focused
on a ‘green image’ with a sun like object
reflecting their arguable sustainable
awareness



11. BP
In transition of becoming a renewable energy
company.
 Name change from British petroleum to
Beyond petroleum.
 However is this hypocritical as a result of
their history of oil spills and controversy?


12. HOW BUSINESS CAN IMPLEMENT SUSTAINABLE
CHANGE
1.
Location and design
2.
Energy
3.
Waste
4.
Water

13. 
1. Location and design:
Choose a location with good transportation
infrastructure.
 Central to urban areas with wide range of
routes.
 In warmer climates, buildings should take
advantage of solar panels for instance.
 Use of clean and innovative materials that have
low harmful emissions, are durable, and nontoxic for example.


14. 
2. Energy
Energy efficient lighting should be
implemented with possible sensors to detect
when people are in a room or not.
 Insulation will diminish the need for heating
oil or gas.


15. 
3. Waste
Waste should be sorted accordingly.
 Paper should be recycled/reused.
 Printing of emails or documents should be
avoided unless necessary.
 Purchase of rechargeable batteries more
beneficial than non rechargeable alternatives.
 Disposal of batteries in the appropriate manner.


16. 
4. Water
The introduction of sensor water taps can
save both money and water.
 The capturing and reuse of rainfall is another
sustainable action which should be utilized
by individuals and companies.
