Corporate Sustainability: green management as a competitive advantage

With the increasingly serious consequences of global warming, and the result of digital networking, awareness of environmental protection has increased significantly. It is not only the limits of economic growth that are becoming visible, but also the price we are paying for the dogma of “faster, higher, farther – more, more, more” that we have lived by for decades. The hole in the ozone layer; air, soil, and water pollution; floods; severe weather disasters; melting polar ice caps; and rising average temperatures are clear signs of an increasingly unstable ecological balance. They are consequences of humankind’s exploitation of nature since the beginning of industrialization.

WINNING OVER THE CRITICAL CONSUMER

Sustainability in all areas of life as well as business is the urgent need of the hour if we want to safeguard the foundations of human life for future generations. Each and every individual is called upon to critically rethink his or her consumption behavior, but, notably, the economy is also called upon to change its mindset. Entrepreneurially responsible action is not only ecologically necessary, but it is also becoming a yardstick for assessing the public image of companies; it is an important factor in presenting a favorable external image.

“Corporate Sustainability” is much more than a bit of “green” image cultivation. In a digital information society, environmental sins, non-transparent supply chains, and exploitation of third-world resources do not remain undetected for long, and they entail not only a loss of a company’s good image, but often also result in economic loss. Companies must therefore respond to this increased critical awareness on the part of consumers not only from insight, but also out of economic interest, by anchoring the principle of sustainability in their mission statements.

Empty marketing promises with a little cosmetic “greenwashing” are by no means enough; rather, concrete measurable action in the sense of resource-saving economic activity is required. Today’s consumers are not only better informed and more critical, but they are also often willing to spend more money on sustainable products.

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GOOD FOR MARKETING AND RECRUITING YOUNG TALENT

In line with the motto “do good and talk about it,” an honest corporate philosophy and strategy based on the principle of sustainability should be communicated visibly and credibly to the outside world. This not only serves to market the products, but it is also important for recruiting young people in view of the increasing shortage of skilled workers. For many young people, factors such as a sense of purpose and ecological responsibility are now just as important as job opportunities and a good salary when it comes to choosing a career.

Determination and economic success remain central values of entrepreneurial activity, but no longer at any price nor at the expense of a sense of responsibility, transparency, and fairness. Instead, success must be in harmony with them. It has been a long time since ecological awareness and advocacy for a healthy environment have shed their former, somewhat grubby “hippie” image. Gone are the days when entrepreneurship and alternative mindsets were antithetical. Just as the green party has now become the party of the middle class, the eco-wave has spilled over into the top echelons of corporate headquarters.

VISUAL BUSINESS CARDS FOR MODERN COMPANIES

Today, high tech and sustainability go hand in hand – just think of the progressive development of new forms of energy production. This interaction and intertwining of nature and technology, of the environment and human ingenuity, is not only necessary, but also exciting; it is a richly contrasting thematic field for the photographers of Westend61, who use their images to present multifaceted representations of the topic “corporate sustainability.” Honest, authentic, and always new – credible image messages on the sustainability idea and meaningful visual business cards for modern companies.