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Rethinking Profitability: Embracing Sustainability as the Path to Future Profits

In today’s business landscape, the prevailing belief among many leaders is that pursuing sustainability comes at the cost of profitability. However, a recent report by Accenture and the World Economic Forum challenges this conventional wisdom, suggesting that embracing sustainability is not only vital for the planet but also a pathway to future profits.

The Myth of Trade-Off: 98% of CEOs Recognise the Role of Sustainability

Despite 98% of CEOs acknowledging their responsibility to make their businesses more sustainable, concerns about potential negative impacts on profitability persist. This apprehension arises from the perception that sustainability measures require significant investments and may divert resources from core business activities. However, the Accenture and World Economic Forum report debunks the myth that sustainability and profitability are mutually exclusive. In fact, it suggests that adhering to the old way of thinking poses greater economic consequences in the long run.
The report highlights that sustainability is no longer a peripheral issue but a critical component of business strategy. Organisations that fail to embrace sustainability face reputational risks, regulatory challenges, and potential disruptions to their operations. Moreover, consumer expectations and stakeholder demands for environmentally and socially responsible practices are increasing, making sustainability a key driver of competitive advantage.

The Economics of Pollution: Recognising the True Costs

Waste products resulting from human activities have significant economic implications, particularly in terms of air, water, and soil pollution. While businesses often prioritise short-term financial gains, ignoring the economic impact of responsible waste disposal leads to a situation where profits are privatised while the costs associated with pollution are socialised. In other words, society at large bears the burden of these costs.
Recognising the true costs of pollution is essential for businesses to operate sustainably. By accounting for the environmental and social impacts of their activities, companies can make more informed decisions and allocate resources towards responsible waste management and cleaner production processes. This approach not only reduces the negative externalities associated with pollution but also helps build trust and credibility among stakeholders.

Three Updates to the Traditional Business Case for Sustainable Transformation

To successfully transition to a sustainable economy, businesses need to update their traditional business case. The report highlights three key updates:
  1. Pervasive Purpose: Businesses should focus on solving specific human challenges while finding profitable ways to do so. By aligning their purpose with addressing societal and environmental needs, companies can create meaningful impact while driving innovation and revenue growth.
  2. Extended Horizons: Long-term viability and scalability of sustainable initiatives should be considered. Instead of solely focusing on short-term financial gains, organisations should adopt a more holistic view, evaluating the long-term implications of their actions and investments.
  3. 360° Value: Redefining business success beyond financial performance and partnering with stakeholders to drive change. Businesses should broaden their definition of success to include environmental and social metrics. Collaborating with stakeholders, including customers, employees, suppliers, and local communities, allows for a more comprehensive approach to sustainability and enhances the overall value proposition.

Balancing Profitability and Sustainability: Enhancing the Business Case

A survey of international business executives reveals that 70% support changing the rules of the game to develop sustainable business models. While traditional decision-making norms, such as cost minimisation and strong quarterly returns, remain critical, they need to be complemented by sustainability considerations.
Business leaders emphasise the need for a sophisticated business case that integrates environmental and social elements alongside financial metrics. This approach ensures that sustainability goals are aligned with core business objectives and demonstrates how sustainability practices can enhance long-term profitability. By embedding sustainability into the decision-making process and performance evaluation, businesses can effectively balance profitability and sustainability, driving positive outcomes for both.

Unlocking Higher Profitability through Sustainability

Contrary to popular belief, the report suggests that a business-as-usual approach actually leads to more complexity and higher costs. By neglecting sustainability, businesses face increased risks associated with resource scarcity, regulatory non-compliance, and reputational damage. On the other hand, adopting sustainability strategies becomes the best way to unlock higher profitability in the future.
Incorporating sustainability into the traditional business case enables organisations to deliver on environmental, social, and financial goals simultaneously. By identifying new market opportunities, optimising resource efficiency, and innovating sustainable products and services, businesses can drive revenue growth, reduce costs, attract investors, and enhance their overall competitiveness.

The World Economic Forum Guide to Sustainable Business

The report emphasises the importance of building a strong digital core as a fundamental aspect of sustainable business practices. Leveraging technology across infrastructure, security, data, AI, and applications enables organisations to streamline operations, monitor environmental impacts, and facilitate data-driven decision-making.
Combined with a robust talent strategy, this digital core enables new tech-powered capabilities, reducing the fear of failure and accelerating value creation. Investing in digital transformation and upskilling employees helps businesses navigate the complexities of sustainability, integrate sustainability considerations into their operations, and seize opportunities arising from sustainable markets.
Responsible leaders must challenge the status quo, dispel myths hindering change, and leverage technology, data, and people strategies to tap into sustainable markets. By embracing sustainable practices and aligning them with core business strategies, organisations can drive positive change, create value for all stakeholders, and contribute to a more sustainable and prosperous future.


As the urgency to address climate change and environmental issues intensifies, it is imperative for business leaders to embrace sustainability as a fundamental driver of future profits. The Accenture and World Economic Forum report challenges the perception that sustainability and profitability are incompatible, highlighting the need to integrate sustainability into the traditional business case. By prioritising sustainability, businesses can unlock new opportunities, meet stakeholder demands, and create a positive impact on the environment, society, and their bottom line.