Risks in pursuing sustainability
To be fair, there are risks in pursuing sustainability as well, but they are more easily managed than the risks in not pursuing it.
Green washing
Organizations that publicly tout their sustainability efforts without much action to back them up can be accused of ‘green washing’. The larger and more visible the organization, the bigger target they make. You can manage to prevent green washing by starting quietly and humbly and by engaging stakeholders in your transformation.
Cannibalizing your own business
Whenever you engage in research and development, there is a risk that you will make obsolete the core product or service you offer. Certain transportation companies, for example, are now consulting with their clients on how not to transport materials as much. However, if you don’t do it, it is likely that someone else will. Better to be part of the future than completely left behind.
Raising unrealistic expectations
Sustainability unleashes a sense of purpose, passion and urgency. So no matter how much you do, you will always be able to find someone – an employee, customer, NGO or shareholder – who thinks you should do more.
Some organizations that have pursued sustainability have found that they lost a few good employees who felt the company wasn’t moving fast enough.
You may be able to handle or minimize this risk by managing expectations and involving stakeholders in the effort.
Any attrition you experience may be offset by the ability to attract and retain others. You can view these unrealistic expectations as a nuisance to be managed or you can view them as a vaccination against complacency.
