By Paula Kosović, PR Account Junior, not ChatGPT
Sustainable business is a topic that can be heard almost daily in client work today — in various strategies, in the media, and at conferences. Sometimes it may seem as though it is a new practice that appeared overnight.
However, sustainable business is not a new idea. What is new is the fact that sustainable business is no longer an option, but a necessity. Companies today are expected to demonstrate what they do, how they do it, and what kind of impact they leave behind. For this very reason, it is worth pausing to clarify what sustainable business truly means and why it is essential for the future of companies. As someone who works with clients who take sustainability seriously, I notice how important it is to them that it does not remain just a nice phrase. Authenticity is required, but so are concrete actions.
Sustainable Business in Practice, Not Just in Strategy
In theory, sustainable business sounds like an ideal solution for companies. However, in practice, it is somewhat different. Sustainability needs to be built through small, often less visible, yet consistent practices. Consistency is best reflected in the way companies care for their employees, as well as in their relationship with the local community.
Through the projects we work on as PR professionals, we encounter clients who do not emphasize sustainability with big words, but rather implement it as part of their everyday operations. Our task is to recognize such stories and communicate them clearly, understandably, and honestly. When implemented in the right way, sustainability truly gains meaning.
Sustainability in Action: The SME EnterPRIZE Initiative
That sustainable business does not have to exist only in theory is demonstrated by the SME EnterPRIZE initiative, which Generali Insurance has implemented for the fourth consecutive year. The competition focused on small and medium-sized enterprises that do not view sustainability merely as a trend, but as a way of life as confirmed by this year’s 230 applications.
Through our collaboration on this project, we had the opportunity as an agency to see firsthand how important it is to recognize and clearly communicate concrete sustainable practices — from caring for employees and the community to innovative solutions for environmental protection. The winners in the Community and Environment categories come from different industries, yet they share the same foundation: sustainable business.
Initiatives like these give sustainability its true meaning. When responsible business practices are systematically supported and rewarded, sustainability ceases to be an abstract concept and becomes a standard for companies.
IKEA as Proof That Sustainable Business Is Not Just Theory
IKEA demonstrates that sustainable business is possible even in large, global companies. Through investments in renewable energy sources, sustainable materials, and the circular economy, sustainability becomes part of their everyday operations, rather than merely a communication tool.
Importantly, sustainability is not just one isolated initiative, but is present in their products as well as in their supply chain. In this way, sustainable business becomes credible, and credibility is the foundation of long-term trust, which is essential for the future of companies.
Examples of the best global sustainable business practices and their impact on business performance have already been discussed in one of our previous blogs.
Sustainable Business: The Key to Future Success
Sustainable business is therefore no longer a utopian idea — it is the key to the growth of every company. Businesses that operate sustainably find it easier to build trust among employees and clients. People like to support brands that do good, and the same applies to the workplace environment. People are more motivated to work in companies that conduct their business responsibly and live their values.
The future belongs to companies that act responsibly, because sustainability is not an option — it is the necessary standard for every business.
