This document provides an introduction to sustainability. It defines sustainability as "development that meets the needs of the present without compromising the ability of future generations to meet their own needs." The document discusses how sustainability relates to being socially, environmentally and profit oriented. It also examines key drivers for sustainability including globalization, communication, customization and demographics. Sustainability is framed as requiring systems thinking. The document provides examples of sustainability plans and frameworks to guide strategic actions and measure outcomes.

1. Introduction to
Sustainability
Nick Betts
Business Management
OMAFRA
February 2016

2. “Development that meets the needs of
the present without compromising the
ability of future generations to meet
their own needs.”
Gro Harlem Brundtland
Prime Minister, Norway (1981, 86-89, 90-96)
World Commission on Environment & Development (1983-87)
Director-General, World Health Organization (1998-2003)
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3. “We live today in an age of
sustainababble, a cacophonous
profusion of uses of the word
sustainable to mean anything from
environmentally better to cool.”
Robert Engelman
World Resources Institute
3

4. 4

5. If you’re socially-oriented…
Maintaining viable
business for the
future
Fostering support
for the next
generationAbility to engage with the community
(local, regional, or global)
Economic
EnvironmentalSocial
5

6. If you’re environmentally-oriented…
Ensuring continued
funds to sustain
your activities
Maintaining and
decreasing impact
on environment
Ability to
communicate
your message
and your
example
Economic
EnvironmentalSocial
6

7. If you’re profit-oriented…
Profit/loss of
operation
Operation capacity
and long-term
availability of
resources
Product
marketability
and demand
Economic
EnvironmentalSocial
7

8. Sustainability may be defined as a
values-laden umbrella concept
about the way in which the
interface between environment & society
(including its institutions & individual members)
is managed to ensure that human needs are
met without destroying the life supporting
ecosystems on which we depend.
Wayne Visser
The Age of Responsibility
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9. Animal
Welfare
Anti-corruptionCommunity Involvement & Philanthropy
Consumer Health, Safety, Privacy, or Support
Education or Culture
Employee Ethics
Employment Creation
Fair competition Capacity-Building
Pollution Prevention
Clean Technology
Climate
Change
Fair
Taxation
Gender
Diversity & Non-discrimination
Sustainable Resource Use
Human Rights & Security
Intellectual Property & Access to Technology
Environment
Governance & Risk
Public Health
Fair Supplier Relations
Fair Marketing
Labour Practices
Political
Involvement
Social Development
Human DevelopmentWork Health & Safety
(Economic
Inequality)
“Sustainability”
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10. Sustainability
=
Systems Thinking
10

11. RESPECT
EQUITY
TRANSPARENCY
TRUST
MUTUTAL BENEFIT
SUSTAINABILITY
Because it leads to
Because it leads to
Because it leads to
Key: PARTNERSHIP
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Internal Intangible
Stakeholder Intangible
Supply Chain Tangible
David Murphy, 2015

12. The 7 Drivers for (Voluntary) Sustainability
1. Reduce Costs
2. Conserve Resources
3. Attract, Retain & Motivate Talent
4. Satisfy Customer Needs
5. Develop New Business Opportunities
6. Attract Capital & Social Investment
7. Legal Compliance & Legal Action/Activism
12
Source: University of Cumbria, 2015

13. Sustainability is the strategic philosophy used
to change action and plan for the future;
Social responsibility the responsibility to be
communicate these actions appropriately.
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14. Corporate Social Responsibility vs Sustainability
CSR Sustainability
Vision Looks backwards
Reports actions
Looks forwards
Plans change
Targets Opinion-formers
(advocates, media)
Value chain management
(suppliers to consumers)
Business Compliance Business practice
Management Communications Operations/Marketing
Reward Stakeholders Citizenry
Drive Social Capital
Existing market reputation
Emerging markets opportunities
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15. A brand is no longer what we tell
the consumer it is – it is what
consumers tell each other it is.
- Scott D. Cook, CEO Intuit
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16. Why?
(Nick’s top 5)
1. Hyper-globalization
2. Global wealth trends
3. Easy & affordable communication
4. Product diversification turns product customization
5. Demographics
16

17. 1. Hyper-globalization
• Trade integration
– Significant decrease in information and
communication costs
– Fragmentation of manufacturing across boarders
– Individual production stages geographically
located where lowest COP is
– Rise in multinational corporations (>80,000) and
foreign direct investment
• Accounts for 67% of world trade
Source: Subramanian & Kessler, 201317

18. 2. Global Wealth Trends
18

19. 3. Easy & Affordable Communication
19

20. Communication (cont’d)
20

21. Communication (cont’d)
21

22. 4. Diversification Turns “Customization”
22

23. 4. Product Customization (cont’d)
23

24. 5. Demographics
World Health Organization24

25. 5. Demographics (cont’d)
New Consumers & Decision-makers25

26. 26
Source: Sustainable Brands

27. Social License: Consumer Response
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Source: Socialicense.com, 2010

28. 28
Used with Permission

29. Development of Current State (Agriculture)
Chemical
Factors
Bio-
Factors
Physical
Factors
Soil
Quality
Air
Quality
Water
Quality
Environ
Quality
Economic
Viability
Social
Respon-
sibility
Soil Quality EnvironmentalQuality Agricultural Sustainability
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30. Sustainable Agriculture
"Sustainable agriculture is the efficient
production of safe, high quality agricultural
products, in a way that protects and improves
the natural environment, the social and
economic conditions of farmers, their
employees and local communities, and
safeguards the health and welfare of all
farmed species."
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31. Sustainable Agriculture, applied
• Profitable way of producing high quality food and
fibre that,
– Protects and renews natural environment
– Builds local economies
– Enhances quality of life of farms/farm workers
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32. SUSTAINABILITY PLAN
32

33. 5-Level Framework
Systems
Success
Strategic
Actions
Tools
33

34. Used with Permission
“Systems-level”
34

35. 35
“Strategic-level”
The Natural Step

36. “Success-level” Example - KPIs
36
Example from Sustainability Consortium

37. “Action-level”
37
Source: NBS, 2014

38. “Tool-level”
38
Fulfillment
Delivers on commitments
Innovation
Furthers path of sustainability
Informal
Affects
values/behaviour
Formal
Establishes
rules/procedures

39. Sustainability: 3 Questions
1. Is this action moving you toward or away
from your sustainability vision?
2. Is this action allow you to be flexible in
advancing your sustainability vision?
3. Will this action offer an adequate ROI
(political, social, or other)?
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40. Nick Betts
nicholas.betts@ontario.ca
@SustainingAg
linkedin.com/in/nbetts
40