Growth in the world today is no longer about profits alone. To succeed, we need to build the bridge between people, planet, and profit, known as the 3Ps. Businesses that believe in sustainability are setting themselves up for sustainable growth in the future, while also helping to create a healthier, fairer, and more resilient future.
For decades, some industries have used the traditional model: extract resources, manufacture goods, use, and finally, throw away the rest of the product. The “take–make–dispose” cycle in today’s world is used to cut costs on ecological problems, and business growth. Sustainable businesses embrace, and focus on the Circular Economy principles [it means to move the economy in such a way that everything is reused, recycled, or regenerated instead of being thrown away] which puts an emphasis on treating waste as a resource.
Reports say one regenerative dairy cooperative, the First Milk, implementing resource-efficient closed-loop strategies and sustainable practices experienced growth in sales by 38 percent in the year 2023. The change demonstrates how ecological systems can help grow business solutions, enabling companies to thrive even in resource limitation, or scarcity.
Going beyond the minimum requirements helps companies protect themselves from risk and comply with consumers. Research shows that approximately 70 percent of consumers prefer to buy from brands that are considered environmentally friendly. The growth of global ESG-related assets, projected to be nearly $34trn by 2026 tells you that sustainability is not a cost—but a growth opportunity.
This strategic shift is grounded in reality. Businesses are embracing sustainability not just for reputation, but because climate risks are already reshaping their operations. Industry leaders emphasize that businesses are embracing sustainability to not just look good but because they understand that, “The very real impact of floods, fires and storms has direct consequences on businesses’ bottom line and long-term viability.”
Sustainability often inspires innovation instead of stifling it. For example, IKEA has managed to lower emissions by over 30 percent since 2016, all while keeping affordability in mind. As CEO Jesper Brodin stated, “Sustainability can’t be a luxury; it has to be a choice for everyone.”
Authenticity is also important. Alex Wright, CEO of Dash Water, warns that loyalty only comes from legitimate environmental commitment and not just a gimmicky initiative.
Challenges persist in measurement. Deloitte recently said that almost half of FTSE 100 companies restated climate and sustainability data, especially related to indirect emissions. Still, this increased scrutiny can be viewed positively as a movement towards a greater degree of accountability.
At the same time, sustainability goes beyond the environment to communities. Fair labor, fair trade, ethical sourcing and social equity move companies away from simply selling a product, to being a positive agent of change. Research indicates that consumers are even willing to pay a premium for ethically produced products, which reinforces the social aspect of corporate responsibility.
Balance is the essence of sustainability: people, planet, and profit. Academic literature reinforces the strong correlation between high corporate social impact performance and profitability and resilience over the long-run. Consumers, investors, and regulators are driving sustainable business practices that are redefining success. Whether it is generating sales, protecting ecosystems, reducing emissions, or improving financial performance, sustainability is now a mandate, not a choice. It is the compass leading us to an equitable, sustainable, and prosperous future. Profit cannot be the only measure of success; prosperity can only be achieved in harmony with people and the planet.
Sriansha Bhatta
