Most people who run companies know that sustainability is good for business. Yet right now, when they are closely scrutinizing all investment programs, they're looking especially hard at environmental sustainability initiatives that focus on carbon activities.
Curtailing such investments is a mistake, we believe, because sustainability is closely aligned with critical moves companies need to make in a downturn--moves like doing more with less, returning to basics and investing prudently. We recommend, on the basis of what we've learned from our researches and consulting, that companies follow five low-cost sustainability principles to gain an edge in the troubled economy.
Consider which of two proposals you would fund right now--one that promises a 30% return on investment with an 80% likelihood of success, or one that promises a 40% return with a 60% likelihood of success. Which would you greenlight?
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