Sustainability: What is it?

What's in a name?
Sustainable Business or Corporate Social Responsibility
The terms are used interchangeably nowadays but they both stand for striving to reach a balance between the financial-economic results, social interests and the environment. Sustainable business derives from the concept of sustainable development, which means not only looking at the here and now, but taking future generations into account. read further

Each his own role
Responsibility and accountability for your business activities...This applies to everyone in an organisation, not just to top management. Up till now society has focused its discussion of the issue mainly on the social responsibility or sustainability of businesses. However, businesses do not operate as a vacuum in society and therefore, cannot be expected to bear the sole responsibility for sustainable development. Governmental organisations, NGOs and consumers have a clear role and responsibility in this as well.

Stakeholder dialogue
If you want to play a key role in society you have to be in touch with different aspects of society. A dialogue with stakeholders (and this includes all types of interested parties such as employees, customers, supply chain partners and the neighbouring communities) ensures that your activities are well accepted by everyone that comes in contact with these activities and that you make the most of your cooperation possibilities. read further

Trends in society
Sustainability is a process and not a goal. Society is volatile and the expectations of stakeholders are based on their own circumstances. Which topics receive attention in the media? What worries the consumer? What are the demands set by society, both now and in the future? What are the liability issues and how to avoid risks? All this will influence the factors that need to be stressed when providing content to the issue of sustainability. read further