Past discussions on sustainability highlighted issues traditionally associated with it, such as reducing environmental impacts while growing the top line. More recent discussions focus on activities that extend beyond the firm, such as long-term collaborations. This article provides a top-ten list of initiatives to help companies become more sustainable in 2013, compiled by a network of sustainability leaders: 1. Create smart, integrated public policy. 2. Engage value chain members, including industry and non-governmental organization partners. 3. Build a national dialogue on responsible consumption. 4. Create organizational structures that support sustainability. 5. Embed sustainability in corporate culture. 6. Provide clear and equitable directives regarding Aboriginal rights and entitlements. 7. Create clear conditions that support sustainability-related innovation. 8. Incorporate a social license to operate into business strategy. 9. Prepare organizations and society to mitigate and adapt to climate change. 10. Lessen the burden of sustainability reporting.<br><br>The focus of sustainability has shifted outward and new challenges represent broad issues outside a firm involving multiple stakeholders, such as value chain collaboration and civic engagement. Two reasons for this shift could be that the “easy work” (e.g. technical improvements like going paperless) have already been done, and that it doesn’t pay to do sustainability half-way.
The executive director of a daycare is trying to figure out how to address legal, financial, and safety issues stemming from an incident that occurred two months before, when a two-year-old boy broke his leg. Despite having no formal training in public relations or crisis management, the executive director felt she had handled the incident reasonably well: it seemed as though everything at the daycare had returned to normal. Still, the executive director couldn’t stop worrying that the daycare might experience further fallout from the incident.