Why can sustainability be a profitable business model?

SUSTAINABILITY AS A BUSINESS STRATEGY

I think I know what's next."In what ways can sustainability be a profitable business model?" Sustainability is a huge topic. Where should I begin?

To me...Seeing it only as a business model is too limited.

Sustainability,or a sustainable way of life,and with it the careful use of resources, among other things,should be a life motto that we must adopt and share as a society.

Why? Simply because we can see the need for it.At present, this is a topic front and centre due to the events we see in the United States with Trump or also in Europe, with the Industrial Green Deal or the previous Green Deal.

Nowadays, there's this feeling that we're moving backwards, and I'd like to counter that idea.

I don't feel that this is the case.And also the question: "Do we still need to practice sustainability?" Yes.

What's more, we don't only need a sustainable economy,we must also live that way, because the planet’s resources are limited.

And we can already see that if we continue like this,this won't work.

Not for humanity, not for society, and not for the planet.

And that's why treating it only as a business model falls short.

Obviously, whether in the economy or in industry,we need to make sure it works as a business model.

And it's essential to integrate it into the overall business strategy and not leave it set aside in some sustainability department, saying:"Well, sustainability team,now it’s up to you to make sure we work sustainably." That won't work.

What’s needed is a top-down mindset.That's something that must be firmly rooted at the very top of business strategy.

At the same time,it also has to live in the mindset of all of us.

The solution can only work if we are together.So it cannot be only industries, or only politics,or only NGOs, or a few social groups who carry the responsibility.

It has to be all of us.And if we begin with ourselves, starting from the smallest circle,in the end it will make a huge difference.

Just to give an example: I started out in the food industry.

Simply changing one’s diet towards vegetarian, or at least flexetarian,makes a huge difference compared with focusing mainly on animal products.

And it's in these small details where each of us can contribute to changing everything.

That way, I assure you, there would be a difference.

And yes, we will also need sustainability in the future.

You also mentioned silos and how these debates unfold,especially in politics or within NGOs.

Would you like to add anything on that?Yes. I think that we need to broaden our views and be more open.

It isn’t enough for certain interest groups to address the issue from their own silos, because what often happens is that they end up blaming other groups of interest.

NGOs blame the business sector.The business sector blames politics.

Meanwhile, politics claims it's a social matter and that, as humanity,we must break those silos and join forces.

Only then will we achieve a joint strategy.It's also clear that we must think about this issue at a global level.

That is, taking action only in Europe isn't enough.

The United States and China must also pull their weight.

A global approach is essential.And starting with small details is already a beginning.

Sticking with them will surely take us to that change.

And here I place particular trust in young people, the new generations.

They're growing up differently, learning it in school,approaching the issue more consciously and respectfully,and truly demanding it.

And I believe this is also possible with the older generations.