Your organisation and sustainability: time for a strategic reassessment?

In today's business world, sustainability and innovation are indispensable elements of a successful strategy. Organisations that embrace these themes have a unique opportunity to not only create value for their stakeholders, but also realise a positive social impact. This is the time for companies to reap the benefits of sustainable initiatives and position themselves as leaders in their sector. Have you not yet seriously embedded sustainability in your strategy? Then this is your chance to get started and gain a competitive advantage.

At Elemental, we believe that real progress starts with strategically embedding sustainability at the core of your business operations. This is the only way to create a coherent policy that not only has social impact, but also generates economic added value. We help organisations transform vision into action, so that sustainability does not remain a loose promise, but forms the basis for long-term success.

Start with your strategy

Do you want to be strategically sustainable as an organisation and discover sustainable business models? Then everything starts with strategy. A solid strategy is the basis for successfully integrating sustainability. Strategy is not just a plan for the future; it is a conscious decision to put sustainability at the heart of everything you do.

And there is a clear trend: more and more companies are being forced to map their broad impact, not just their economic performance. This dovetails perfectly with the triple-layered business model, which looks not only at financial, but also at social and environmental impact. Consider themes such as CO2 reduction, circular economic use, product life cycle, biodiversity, and social inclusion. In this way, a strategic approach is developed that truly creates value, for both the organisation and society.

An inspiring example is Fugro, a Dutch company specialising in soil testing. Fugro shows that a strategic shift towards sustainability leads to renewed success. Once they were heavily dependent on the fossil industry. A few years ago, Fugro shifted its focus to renewable energy, with impressive results. More than a third of their revenue now comes from renewable energy projects, such as offshore wind farms. This shift not only improved their financial position, but also led to investor appreciation . At the same time, Fugro is contributing to the energy transition.

The challenge: break through economically driven thinking

Traditionally, companies and their shareholders focus on economic growth and the bottom line. Sustainability was and is still often seen as a cost that generates little direct profit. But this view is changing.

More and more companies are being recognised and appreciated for their commitment to sustainability. Think of Patagonia, or our customers Tony's Chocolonely and Vandebron. Be it social or environmental initiatives, companies that integrate sustainability into their strategy are proving to be not only socially responsible, but also financially successful. Sustainability is evolving from a perk to a norm, with companies that embrace this vision creating more value than their profit-only driven counterparts.

This trend is visible not only in established companies such as Fugro, but also in the growing movement of B Corp certified companies, such as our own company Elemental. B Corp companies show that it is possible to combine profitability with a deep commitment to social and environmental impact, by strategically embedding sustainability in their operations.

While some companies are still solely focused on financial profit, B Corp organisations provide an inspiring example of how strategic sustainability can work. These companies undergo rigorous assessments and meet high standards for social and environmental impact, which helps them excel both socially and financially. For organisations pursuing true sustainability, strategic anchoring is indispensable. Without this strategic foundation, sustainability efforts often remain limited.

What about within your organisation?

Does your organisation talk a lot about sustainability, but still stick to old habits in practice? Then it is time to turn those fine words into action. An integrated approach is crucial here. 

A strategic review helps you integrate themes such as CO2 reduction, circular use of raw materials, biodiversity and social inclusion into a coherent policy. This creates social and economic value. In this way, you avoid sustainability remaining isolated initiatives and ensure an impact that is deeply rooted in your business operations.

Justin van der Starre
justin.vanderstarre@elementalstrategy.com