Eco-Catalyst: What's in a Name?

In my research on how companies are changing their annual reports to encompass more than just the economic aspects of corporate sustainability, I've encountered several different names: Sustainability Report, Responsibility Report, and Stewardship Report. With an increasing emphasis and desire within businesses to demonstrate their awareness and participation in activities that are environmentally, socially, and economically conscious, many struggle to get their heads around what that means and how best to label it. Myself, I prefer action words and since sustainability easily returns back to its verb form of to sustain, I'll stick with that one.

Whether you call it sustainability, responsibility or stewardship, the principles are generally the same. They center on the premise that we have not inherited the earth from our parents, but rather borrowed it from our children. (Quote often attributed to Antoine de Saint-Exupery, the author of The Little Prince and other works.) The use of the word "borrow" implies that we shall return what we've borrowed in an uncompromised state for future generations to enjoy. The emphasis on the future, rather than the past, means we need to envision new ideas and practices based on our aspirations rather than our accomplishments.

It begins with seeing sustainability not as a burden but as opportunity for new innovation that will make your company stronger and better fit for future growth. This may mean extending your value chain to include suppliers, consumers, and competitors and adopting new business models.

It continues with the incorporation of a sustainable mindset into all parts of the organization. Every product, every service, every role and position will play a part and have an impact on the sustainability of the organization. This will mean actively engaging stakeholders across the value chain and evaluating progress incrementally to promote continuous adaptation without losing sight of the aspiration that inspired you.

It never ends. It is a perpetual cycle that will evolve intentional green activities into instinctual sustainable behavior.

A good source of further information on sustainability and what it can mean for your organization is Harvard Business Review's Why Sustainability Is Now the Key Driver of Innovation.


So, regardless of what name or label you apply, the important thing is to practice sustainability every day.

~ by Tanya Lehmann, the Eco-Catalyst