Can business do well by doing good - A Guide To Sustainability: Accenture Outlook:
October 2010 Today, there probably isn’t a company anywhere in the world that does not at least acknowledge the importance of sustainability—of doing business in an environmentally and socially responsible way. Indeed, for many companies, sustainability is now as much of a strategic priority as such traditional business concerns as technology, talent and customers. The commitment to sustainability has weathered the storm of the downturn well; in some cases, it has even been strengthened by it. Meanwhile, an emerging body of research suggests that sustainable business practices correlate closely with high performance. On an operational level, however, sustainability is not yet seamlessly woven into the fabric of business. Executives still must make, almost daily, difficult trade-offs between practices that meet short-term business needs and those that will contribute to sustaining the needs of future generations.