Sustainability is not a discretionary luxury, but an essential part of business strategy. The economist Milton Friedman argued that “the social responsibility of business is to increase its profit.” Yet sustainability-related activities do not need to detract from profits: when done properly, it becomes a net revenue-generating activity.

I work on projects and programs that help companies to realize success in new markets and with new customers. A national waste management company is doubling the revenue from its Food and Retail sector customers using new sustainable offerings based on a strategy that my team developed.  Webcor Builders is winning new projects with the State of California because the company is using tools developed by Climate Earth to show the carbon footprint of a building. Nestle Waters North America is using projects that I managed to show people the true environmental footprint of bottled water. (Hint: it’s not as bad as you think it is.) 

Sustainability is not just the latest trend. It’s not a drain on your company’s resources. It’s a competitive advantage.