Beyond greening: reflections on the business sustainability imperative

This paper sets out to reflect that organisations should go beyond greening and embrace the sustainability imperative. The concept of greening and environmentalism reached a ceiling as it focuses only on short-term green issues rather than on long-term sustainability goals. Narrow concerns for the natural environment often dilute the true meaning of sustainability. Yet, the field of sustainability is much broader than just focusing on environmental issues. Most contemporary executives know that their response to the challenges of sustainability could seriously affect the competitiveness and survival of their organisations. Despite this notion, most are failing by launching a few greening initiatives without a clear sustainability vision and plan. The sustainability discourse expanded the manner in which organisational success is measured, using values and criteria from the economic, environmental and social realms – commonly known as the triple bottom line. The idea is to balance the needs of people, the planet and the organisation’s profits to create long-term shareholder value. The concept of sustainability has suffered from a proliferation of definitions, meaning many things to different people. However, consensus is forming that sustainability refers to the process by which sound economic systems operate well within the biophysical constraints of the ecosystem to provide a good quality of life that is socially appropriate for current and future generations. Sustainability is bigger than a publicity stunt, green products or occasional acknowledgement to on-going efforts to save the planet. Although greening will be a central part of the way business is conducted, green alone is not a broad enough platform to sustain a business in the long-run. There is a need to look beyond the green aspects of sustainability and also using the social, economic and cultural aspects to build a successful and sustainable organisation. 2 This paper addresses aspects such as the sustainability paradigm, dimensions and drivers of sustainability, statistical evidence of sustainability, national framework for sustainable development in South Africa, a sustainability case example and challenges of sustainability