The Business Case for Sustainability: Beyond Doing the Right Thing
Sustainability is often framed as a moral obligation — but value creation and protection are far stronger business drivers. This short lesson explores the upside, downside, and what really motivates companies to act.
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Lesson Overview
In an ideal world, companies would act sustainably because it’s the right thing to do. But in the real world, most businesses are driven by the profit motive.
This short lesson looks at how companies approach sustainability through a business lens — focused on revenue, costs, risk, and brand.
We explore:
- 📌 Why moral arguments rarely change behaviour
- 📌 The upside and downside forces that influence decisions
- 📌 How sustainability becomes relevant when it’s tied to value
- 📌 Why informed consumers play a key role in influencing business decisions
No jargon. Just a clear, practical look at what really drives action.
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A small shift in thinking can make a big difference.
— Vincent McCarthy, CFA
Founder, Responsible Investment Institute®