Bridging Sustainability & Business Goals with Oriane Wiser (#679)

Anatolii Ulitovskyi, Oriane Wiser
Bridging Sustainability & Business Goals with Oriane Wiser (#679)
Duration: 44:44
Believe you can because you can!
Believe you can because you can!
Bridging Sustainability & Business Goals with Oriane Wiser (#679)

Changing tides.

But, oh, they didn’t just happen.

Picture this.

A small, fledgling business, nestled in the bustling streets of a modern city.

Fast-paced, tech-driven, but… rooted deeply in something often overlooked: sustainability.

I remember my first interaction with such a brand.

A simple, eco-friendly product.

But it told a story far more profound than its utility.

It spoke of a commitment to something bigger than profit: impact.

Their journey? Not a walk in the park.

We’ve all been there, haven’t we?

Tapping into the niche of sustainability while sailing smoothly on the waters of profitability is, let’s admit, tricky.

The balance?

Even trickier.

According to a 2021 MIT Sloan Management Review study, only *25%* of executives believe their organizations see sustainability as a top priority.

Oriane Wiser teaches you how to do it right.

Yes, just a quarter! But why?

Navigating the ‘Profit Vs. Principle’ Dilemma

Profit? Vital.

Sustainability? Equally so.

The pursuit of intertwining business objectives with Environmental, Social, and Governance (ESG) principles – it’s not just a trend.

It’s a necessity.

The world is gradually pivoting, with *79%* of UK investors agreeing that companies focusing on sustainability will be more profitable (Invesco, 2022).

That’s more than three-quarters of investors seeing value in ESG endeavors!

But it’s more than just a theory or data points, isn’t it?

It’s about integrating the principle at every stage, from production to marketing, even when no one is watching.

The initial journey, understandably, is like sailing against the tide.

I’ve seen businesses bloom, adopting sustainability not just as a policy but as a culture.

One such narrative is of a small startup that dared to dream big in sustainable development goals (SDGs).

Remember that eco-friendly product I mentioned?

They produced it with comprehensive SDG compliance, embedding sustainability in their product and throughout their business model.

Communicating the Unsung Hero: Sustainability

You might ponder.

Is weaving sustainability into the business fabric enough?

Communication is critical, but honest, transparent, and relatable communication, especially about sustainability, is paramount.

It has to be more than just buzzwords and attractive packaging.

Like the startup I spoke of, your story needs to echo in every product, campaign, and message.

Their story wasn’t just narrated; it was lived, experienced, and transparently communicated to their audience, building customers and advocates for their brand and cause.

Real Impact: Can it be Measured?


Quantifying it can be challenging, can’t it?

With businesses globally investing around $8 billion in public, corporate social responsibility (CSR) activities (State of CSR Budgets and Staffing, 2021), quantifying the real impact of these investments is pivotal.

The problem isn’t just measuring it but communicating these metrics in a tangible and relatable way to your audience.

That small startup?

They measured their socio-environmental impact and made it a narrative, an inspiring story that their customers became a part of.

Embarking on a journey where every step is steeped in sustainability, ESG is a saga crucial for our world and becoming indispensable in the business realm.

Your endeavor, like the small startup, is more than possible.

It’s a path that’s admirable, achievable, and, more importantly, necessary.

In our upcoming podcast episode, we’ll delve deep into these stories to understand the strategies, challenges, and success of marrying business with sustainability and navigating through ESG and SDGs.

Let’s explore together, shall we?


  1. Why is Sustainability Vital in Business Today?

Sustainability is a game-changer in today’s business world! It’s about protecting our planet and establishing a brand that resonates with increasingly eco-conscious consumers. A sustainable approach often leads to cost savings and innovations that benefit the business in the long run.

  1. How Can a Business Integrate ESG Factors Effectively?

Incorporating ESG isn’t a one-size-fits-all process. It’s about understanding your business operations and identifying areas where environmental, social, and governance factors can be improved or enhanced. This might mean reducing waste, ensuring fair labor practices, or adopting transparent governance structures. Tailoring your ESG approach to your specific industry and company is vital!

  1. What’s the Role of Communication in Promoting Sustainability?

Oh, it’s crucial! Effective communication about sustainability practices helps build trust with your stakeholders and customers. It means transparently sharing your sustainability journey – the triumphs and the challenges – and illustrating your commitment to making a positive impact.

  1. Can Small Businesses Afford to Implement Sustainable Practices?

Absolutely, they can! Sustainability doesn’t necessarily mean significant, expensive changes. Small shifts like reducing energy usage, minimizing waste, or sourcing local materials can make a huge difference. Plus, consumers often gravitate towards businesses trying to be environmentally friendly.

  1. Why is Measuring Impact Important and How to Do It?

Measuring impact is like having a roadmap for your sustainability journey. By evaluating your practices and their effects, you can understand where you’re succeeding and where there’s room for improvement. It involves identifying relevant metrics and consistently tracking them over time.

  1. What are Sustainable Development Goals (SDGs) and Why Should Businesses Care?

SDGs are a universal call to action to end poverty, protect the planet, and ensure prosperity for all. For businesses, aligning with SDGs isn’t just good for the world; it’s also an intelligent business strategy. It helps identify future business opportunities, manage risks, and align with stakeholder values.

  1. How Can a Business Start Its Journey Towards Sustainability?

Starting is simpler than you might think! Begin by assessing your current practices, identifying areas for improvement, and setting achievable sustainability goals. Engage your team in this journey, and ensure that your sustainability initiatives align with your business model and brand message.

  1. Is There a Tangible ROI on Investing in Sustainable Business Practices?

Yes, there is! Beyond the measurable positive impact on the environment and society, sustainability can enhance brand reputation, foster customer loyalty, and even result in cost savings through efficient practices. Over time, these factors can contribute to a tangible return on investment.

  1. How Does Sustainability Relate to Innovation in Business?

Sustainability and innovation go hand in hand! By exploring sustainable practices, businesses often uncover new ideas, processes, and products that can differentiate them in the marketplace. It’s all about finding novel ways to meet your business needs that are also kind to our planet and society.

  1. What Challenges Might a Business Face While Adopting Sustainable Practices?

Navigating through initial costs, adapting to new processes, and managing stakeholder expectations can be a tightrope walk. However, the long-term gains in brand loyalty, cost-efficiencies, and contributing to a healthier planet generally outweigh these initial hurdles.

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