The only way for corporate sustainability to succeed is if the corporation succeeds. At the same time, increasing evidence shows that businesses prosper when they practice CSR. The two are bound together. Too often, however, they still speak past each other. “What he have here,” to quote the movie Cool Hand Luke, “is a failure to communicate.” And what we need, it seems, is a common language.
Business investors speak in terms of profits, market share, and shareholder value. Sustainability leaders advocate for doing the right thing, and then demonstrate how good practice helps business. Yet even when the sustainability crowd adopts “business speak” — with terms such as the “triple-bottom line” — it can come across as fuzzy.
Read the rest of this article at GreenBiz.