Exactly how should “sustainability” be best defined when making it part of a goal statement or strategic objective for a business or nonprofit organization?

Question

Exactly how should “sustainability” be best defined when making it part of a goal statement or strategic objective for a business or nonprofit organization?

Answer 1

According to Friedman, (1970) the objective of any organization is to increase profit. Sustainable companies want to advance their goals.

Colbert and Kurucz (2007) explain the definition of sustainability when making it part of a goal statement. In this context, sustainability refers to organizational culture and not procedures and policies.  So, when considering sustainability strategies, growing number of companies have shifted from profit maximization to meeting human needs, employee engagement, leadership commitment, engagement of multiple stakeholders, innovation and trust, and implementing large-scale change.  

Answer 2

Hi Heva, when we look at defining sustainability for a strategic objective, we really need to look at it in two ways. First, there is the overall sustainability of the company, meaning, can they survive long-term, grow and perform. This can happen by being profitable, having good employee relations, and managing your P & L correctly to ensure your bottom line remains healthy. Then, there is sustainability that is green in nature. Lower carbon emission, energy efficient buildings, etc. So the word has two meanings, and it is important to understand which one you are working with, then take it from there. I hope this helps. If I can help more please reach out to me.