To survive, let alone thrive, companies need to become Super-Sustainable. This is not sustainability as we are used to thinking about it. Where once a focus on climate change through ESG investment, robust corporate social responsibility programs and consumer-facing green initiatives were enough, brands must now reach far, far beyond what is even in public discourse to create a new notion of ‘sustainability.’
At its core, a Super-Sustainable business encompasses all of this existing thinking and supercharges it for a new era. As a result, a Super-Sustainable business: “Creates, supports and exhibits the behaviours and practices on which human wellbeing can be maintained and extended.” For the brands that get this right, the opportunity is vast. Those that succeed will become Super-Sustainable and benefit disproportionately in terms of public, employee and investor goodwill and commitment. Those that don’t, can expect to be left in the cold.