Knowledge Centre

Do Sustainable Companies Do Well?

What is a sustainable company?

A sustainable company integrates and aligns business profitability with positive social impact and environmental stewardship.  It is important to note that value is created along all three dimensions, simultaneously.

Social impact doesn’t come at the expense of profitability or environmental stewardship.

A truly sustainable company, operating strategically, will seek to align, integrate and optimize along all three dimensions.

A sustainable company embodies a multifaceted commitment to responsible business practices. It integrates economic viability and social impact with environmental consciousness by minimizing its ecological footprint, reducing waste, pollution, and resource consumption while simultaneously creating positive social impact and maintaining healthy business profitability.

Social responsibility is a cornerstone, prioritizing fair treatment, equitable wages, and community engagement. Transparency and accountability are paramount, with open reporting on sustainability initiatives.

Innovation and adaptability drive the adoption of technologies that foster sustainability, and a forward-looking perspective ensures the long-term positive impact of operations. ESG factors are at the core, influencing strategic decisions.

In essence, a sustainable company strives for a balance, valuing not only financial growth but also social well-being and environmental health, aiming to leave a lasting positive imprint on the world.

Why is there a growing interest in sustainable companies?

Sustainability has become one of the most important issues for investors, and indeed for the general population of our planet.  Investors recognize that sustainability management is a critical risk issue for business and businesses that don’t manage it well are increasingly risky investments.

This is explained in more detail in these articles

What Is Sustainable Finance And Impact Investing? (Answered)

Why Has ESG Become A De-Facto Requirement For Companies And Investors

What Is Sustainable Finance?

What Is Environmental, Social, and Governance (ESG)?

Sustainable companies vs Traditional companies

Sustainable companies and traditional companies differ significantly in their core philosophies, approaches to business, and impacts on various stakeholders and the environment. Here’s a comparison highlighting key distinctions:

Business Philosophy:

  • Sustainable Companies: Prioritize a triple bottom line approach, considering economic, social, and environmental impacts.
  • Traditional Companies: Primarily focused on profitability and shareholder value as the main bottom line.

Environmental Practices:

  • Sustainable Companies: Implement environmentally friendly practices, reduce waste, conserve resources, and strive for carbon neutrality.
  • Traditional Companies: Often prioritize economic gains over environmentally sustainable practices.

Social Responsibility:

  • Sustainable Companies: Embrace social impact, caring for employees, communities, and stakeholders, promoting fair wages, diversity, and inclusivity.
  • Traditional Companies: May prioritize profit maximization and shareholder interests without significant emphasis on broader social impacts.

Long-Term Outlook:

  • Sustainable Companies: Take a long-term perspective, planning for sustainable growth and considering the impacts of current actions on future generations.
  • Traditional Companies: Can sometimes focus on short-term gains and immediate financial outcomes.

Transparency and Accountability:

  • Sustainable Companies: Emphasize transparency and accountability by openly reporting sustainability initiatives and performance metrics.
  • Traditional Companies: May not always have the same level of transparency regarding their social and environmental impact.

Innovation and Adaptability:

  • Sustainable Companies: Encourage innovation to develop sustainable solutions, adapt to changing environmental norms, and address emerging challenges.
  • Traditional Companies: While also innovative, may prioritize profit-driven innovations without a specific focus on sustainability.

Regulatory Compliance and Legal Considerations:

  • Sustainable Companies: Often comply with or exceed regulatory requirements related to sustainability and environmental practices.
  • Traditional Companies: Focus primarily on compliance with existing laws and regulations without an inherent emphasis on exceeding sustainability standards.

Investor and Consumer Appeal:

  • Sustainable Companies: Attract environmentally and socially conscious investors and consumers who prioritize ethical business practices and sustainable products/services.
  • Traditional Companies: Attract a broader spectrum of investors and consumers, including those who may prioritize lower costs and traditional industry practices.  However, traditional companies are finding themselves excluded from consideration by an increasing number of ESG focused financing pools and funds.

In essence, sustainable companies operate with a broader vision that encompasses societal, environmental, and economic prosperity, while traditional companies may primarily focus on financial gains and shareholder value.

However, trends are shifting, and more traditional companies are incorporating sustainable practices as they recognize the importance of responsible business conduct in the modern world, especially as it relates to access to finance and cost of capital.

Performance of sustainable companies vs traditional companies

The performance of sustainable companies, in comparison to traditional counterparts, demonstrates a growing trend of economic success combined with responsible business practices.

Sustainable companies often showcase competitive or superior financial performance over the long term, buoyed by cost savings from efficient resource use and a focus on risk management.

Moreover, their resilience in volatile markets and easier access to capital through sustainability-focused investments underline their potential for enduring growth. Beyond the financial realm, sustainable companies benefit from heightened employee engagement, increased consumer preference for ethically produced goods, and a bolstered brand reputation, solidifying their position in an evolving market landscape.

This emerging narrative suggests that integrating sustainability into core business strategies not only meets societal and environmental needs but also presents a sound approach for enduring business success.

Factors that contribute to the performance of sustainable companies

Environmental, Social, and Governance (ESG) Factors:

ESG factors play a critical role in driving the performance of all companies. Strong ESG performance indicates responsible management practices and often correlates with improved financial performance and risk management.

Environmental aspects involve evaluating a company’s carbon footprint, energy efficiency, waste management, and sustainable sourcing.

Social considerations encompass employee welfare, diversity and inclusion, human rights, and community engagement.

Governance focuses on the company’s structure, board diversity, transparency, and adherence to ethical principles.

Corporate Social Responsibility (CSR):

Corporate social responsibility is a core factor contributing to the performance of sustainable companies.

It involves integrating sustainable and ethical practices into a company’s operations and culture. CSR initiatives include philanthropy, community development, ethical supply chain management, and support for social causes.

Companies that demonstrate a genuine commitment to CSR often enhance their reputation, brand value, and stakeholder relationships, leading to increased customer loyalty, employee engagement, and overall positive business outcomes.

Challenges faced by sustainable companies

Sustainable companies face several challenges that can impede their progress and effectiveness in promoting responsible business practices. Here are two significant challenges:


Greenwashing refers to the misleading or deceptive practices by companies or organizations that exaggerate or falsely claim to be environmentally friendly or socially responsible.

This can mislead consumers and stakeholders into believing a company is more sustainable than it actually is. Greenwashing erodes trust and undermines the efforts of genuine sustainable companies, making it difficult for consumers to make informed choices.

Overcoming greenwashing requires transparency, effective communications and reporting, credible certifications, and robust reporting mechanisms to ensure accurate representation of sustainability efforts.

Lack of Standardization in ESG Metrics

The lack of consistent and standardized Environmental, Social, and Governance (ESG) metrics is a significant challenge.

Different organizations use varying methodologies to measure and report ESG performance, making it challenging to compare and evaluate sustainability across companies. This inconsistency hampers investors, consumers, and stakeholders in accurately assessing a company’s sustainability efforts and impact.

Establishing universal standards and reporting frameworks for ESG metrics is essential for meaningful comparisons and effective integration of sustainability considerations into decision-making processes.

The future of sustainable companies

Growth Potential of Sustainable Companies

Sustainable companies are positioned for substantial growth as sustainability becomes a core consideration for consumers, investors, and governments.

Over 85% of fund managers employ some level of ESG screening when making investment decisions and the number of ESG targeted funds is about 35% of all funds under management and growing.

Sustainable companies have increased access to capital, lower costs of capital and many other strategic advantages.  These advantages are increasing rapidly in a world where sustainability is increasingly important for investors and all stakeholders.

The demand for sustainable products and services is rising, driven by environmentally and socially conscious consumers.

Regulations promoting sustainability are evolving globally, creating a conducive environment for sustainable businesses.

Additionally, investors increasingly recognize the financial viability of sustainable companies, leading to greater capital allocation and funding opportunities.

As sustainability continues its rapid transition from a niche market to a mainstream business imperative, sustainable companies will likely experience substantial growth across industries.

Role of Investors in Promoting Sustainability

Investors play a crucial role in driving sustainability by integrating Environmental, Social, and Governance (ESG) factors into their investment decisions.

ESG-focused investors channel capital towards companies that prioritize sustainability, encouraging responsible business practices.

Shareholder engagement by institutional investors is becoming more active, pushing companies to improve their ESG performance.

Impact investing, where investors seek both financial returns and positive societal or environmental impact, is gaining traction.

Investors also have the power to influence corporate behavior through proxy voting, ultimately promoting sustainability as a fundamental component of long-term value creation.

Conclusion: Do Sustainable Companies Do Well?

In conclusion, sustainable companies demonstrate an increasingly compelling case for success. The evidence suggests that integrating sustainability into core business strategies is not only ethically responsible but also financially beneficial.

Sustainable companies often exhibit competitive or superior financial performance, showcasing resilience in volatile markets, better risk management, and efficient resource utilization.

Additionally, they benefit from increased access to capital, heightened employee productivity and satisfaction, enhanced consumer trust, and a positive brand reputation. However, the true strength of sustainable companies lies in their ability to align profitability with societal and environmental well-being.

As sustainability continues to gain traction and shift towards a mainstream business approach, sustainable companies are expected to lead the way, setting a new standard for corporate success that encompasses financial gains while contributing to a sustainable and equitable future for all.

ESG, Sustainability & CSR should be as much a business value driver as it is a social and environmental value driver. If it gets out of balance it creates risk and makes the sustainability and indeed, even the business itself, potentially less sustainable.

Business is about creating value. CSR, ESG and Sustainability are also about creating value; value for society, for environment and for shareholders.

Thanks for reading

Prof. Wayne Dunn

President & Founder

CSR Training Institute


Prof. Wayne Dunn

Wayne Dunn is an award-winning global sustainability expert with extensive teaching, writing, lecturing and advisory service experience. He is supported by an extensive faculty and advisory team.