Last night, with two people I had just met, I had an amazing conversation regarding definitions. What is “sustainability”? What does “greener living” actually mean? Are there actual standards for these words.
Sean, a new friend, brought up something about Michelin determining nine new initiatives for the company and that six of them focus on sustainability. According to the conversation, the spokesperson was asked to define what sustainability meant to the company, and the answer was something along the lines of being able to continue manufacturing the best tires on the road, to provide continued work to their employees, etc.
I realized how, skeptics that we are, such an answer often provokes sneers and jeers from environmentalists. Likewise, for skeptics of environmentalism, such an answer is used as fuel to argue what a joke “sustainability” is.
“Ha! They’ve defined it themselves. Their ’sustainability’ has nothing to do with the environment and is all about their bottom line! Both ’sustainability’ and corporate America are a joke!” both sides say.
To you, I cheerfully say, WAKE UP! Welcome to the triple bottom line, and realize that measures toward social, environmental, and financial progress is the ultimate answer to our societal and economic ails.
Simply put, I do not believe “sustainability” can be singularly defined. Honestly, any corporate entity must look at more than their “environmental impact” in deciding the “right” way to conduct business.
Taking care of employees is vital to corporate and personal sustainability. This includes affordable health care. Reasonable pay for work rendered. Cutting outrages bonuses from execs when times get tough for the nation. These tactics keep the business afloat (hopefully) during recessions and shows employees gratitude for their hard work by rewarding them with the promise of health to their families.
Environmentally, in many ways, making your building more energy efficient and initiating gas-conservation tactics for your fleet help the environment. Sometimes, those initiatives cost more initially, but will dramatically reduce expenses in the long term. Thus, what is “right” for the environment is also “right” for the company bank account.
We would love to think companies are thinking more altruistically in these times, but honestly, UPS didn’t “Go Green” purely so that Indian will stop crying. They knew they would save money, and the goodwill from the citizens that their efforts earned give them PR that no money can buy. Genius.
If that turns you off from UPS and other companies making “greener” efforts, think again. Regardless of their motives, consider how much of a difference UPS makes alone on airline emissions:
With almost 600 jets, the Atlanta company ranks as one of the biggest airlines in the world. As part of its environmental effort to curb emissions, UPS is looking to cut down on the amount of fuel its planes consume by reducing the amount of time jets spend idling on the tarmac before they take off, UPS chief information officer David Barnes tells the Business Technology Blog.
That doesn’t even take into account their ground fleet of hybrids, efficient routing, paperless invoices, etc. Kudos to them! I do not ask why they chose these efforts. I applaud their commitment to progress and reevaluation.
I may not agree with many practices of Walmart, but I have even stopped touting them as the Anti-Christ because of their continued efforts to be more environmentally sound. Now, if they would focus on the social aspect of the Triple Bottom Line… but I digress.
After Sean got me thinking about our terminology and what a joke it is, I still have to say, I feel more optimistic and empowered than ever. Whether these companies have progressive, conscientious CEOs, or whether they feel the heat of consumer demands and expectations, or even if these companies are looking for the best ways to save money without resorting to sweatshops and toxic materials, more companies are growing sustainably every day.
And I will continue to applaud them. Vocally, but more importantly, with my money. Believe me, they hear money louder than any other tactic. If you buy, they keep working on goals they already have. If the money starts to dry up, they rethink what they do.
When I need new tires, you can count on the fact I’ll be looking toward Michelin for mine. And if those two articles don’t convince you to do the same, maybe this one will.
Sustainably yours, Ashley Sue