Using Sustainability as a driver for competitive advantage

I saw an interesting piece on the Guardian’s Sustainable Business website the other day all about the concept of ’embedded sustainability’ being used as a driver for competitive advantage.

The article based on a new book argues that that the incorporation of environmental, health and social values into core business activities (with no trade-offs in price or quality) is the answer for enduring profit and growth.

It adds that such embedded sustainability makes sense, leading to organisations having a “more decentralised handle on efficiency in its broadest sense, an in-depth awareness of environmental and social trends and related risks and opportunities, and may even lead to innovation and experimentation that encompass more bottom-line benefits.” Moreover, it goes on, embedded sustainability offers employees and stakeholders new opportunities to find meaning in organisational life.

Worth a read.