Leading companies have begun to realize that sustainability is about more than following regulations, managing risk and bearing new costs. Organizations as diverse as the Clorox Co., Dell and CBRE have recognized they can be environmentally responsible and position themselves for competitive advantage. Such leaders also create opportunities for performance gains that appear even more attractive in challenging economic times—such as the substantial cost savings that can result from reducing waste and increasing energy efficiency.
Moreover, helping customers fulfill their sustainability agenda offers companies an opportunity to build trust and credibility, bringing companies closer to their customers and helping to boost customer loyalty.
Even better, understanding the customer’s sustainability needs can sometimes yield profitable new business opportunities. Innovators are already finding ways to bring sustainability to the mass market in ways that make sense for consumers. Some companies, for instance, have introduced laundry detergents that clean well in cold water—which could lower consumers' water bills and, if used on a wide scale, would significantly reduce US carbon emissions.
Such innovations, which help consumers or customers meet both their environmental and economic goals, can offer companies a significant competitive advantage in challenging times.