Sustainability definedAs consumers, we encounter the word "green" on a daily basis in making purchase decisions. That’s because "green" terminology is increasingly attached to a wide range of products found in local supermarkets, department stores and even car dealerships. Information sources from news media to corporate marketing departments likewise use terms such as "sustainable development" and "sustainability" in their communications. Yet despite their widespread use, even knowledgeable consumers often find these terms confusing.
The notion of something being green implies that the manufacturing process was not harmful to the environment. But there is more to real "greening" than just environmental considerations. This is where the concept of sustainable development comes into play. It refers to the fact that we as humans are currently outstripping the ability of the planet to keep pace with our appetite to consume. Clearly there is an imperative to provide for the needs of the world’s current population without endangering the ability of future generations to provide for themselves.
The Supply and Demand View
Viewing sustainability as an issue of supply and demand allows companies to understand the implications of their decisions on wider, societal questions including:
Once you look at these issues through a supply and demand lens, the business imperative for social, environmental and economic sustainability is even more obvious.
Companies can no longer ignore the impacts they have on the long-term health of their communities and the earth’s biosphere as certain key supplies become increasingly strained or scarce. This matters because a company needs inputs consisting of employees with the right skills, energy, water, raw materials, an explicit or implicit license to operate from the communities where it exists and other factors to do business. It creates value by turning these essential inputs into something for which there is a demand.
Supply and Demand Factors Are Variable
Supply and demand factors are not constant, however, as:
All of these factors affect a company’s ability to bring a quality product to market at a competitive price, and as such protect shareholder value.
The Goal of True Sustainable Development Initiatives
What sustainable development initiatives attempt to do is align a company’s day-to-day operations, as well as its long-term planning, with the range of environmental, social and economic constraints and opportunities that the modern world presents.
Sustainable development is not simply a question of jumping on the latest green trend or messaging long-standing business practices with green terminology. It is about reducing the threats posed to a business. It is about maximizing opportunities from shifting consumer demand, emerging technologies, the global flows of capital and people, and evolving regulation. Thus sustainable development is a strategy to support innovation and creativity as well as a risk management process.
Sustainable Development at Transcontinental
Transcontinental spent the last few years thoughtfully reflecting upon its own approach to sustainable development. While remaining a financially vibrant company, we are actively considering how to innovate our products and services to reduce their environmental footprint and positively impact the individuals and communities they touch.
This involves some key notions, such as:
Connecting a sustainability mindset to sustainability actions started with Transcontinental addressing the types of paper available to customers. We began the process by first working with paper suppliers to examine the fibre sources being used. Our paper specialists then encouraged these suppliers to present more recycled paper options, as well as obtain certifications verifying that any virgin fibre comes from well-managed forests.
Second, Transcontinental worked with clients to explain the benefits of using environmentally preferable paper. These actions recognize our responsibility as a leading North American printing and communications company to sustainable development outside of our direct operations.
As the communications industry continually adjusts to changes in technology, consumer preference and advertising revenue, Transcontinental is placing more and more focus on running the business in ways that are cleaner, more efficient, more resilient, and more able to capitalize on emerging opportunities in the new economy.
This is our sustainable development path. And valued customers like you are partners in that journey.
