ABSTRACT
In order for your sustainability effort to be sustainable, you need to have a clear business reason for pursuing it. While pursuing sustainability because ‘It's the right thing to do’ may be enough to start your effort, eventually you need to get to the place where sustainability is not just nice to have, but crucial to your long-term success. At some point, your executives have to be able to explain – to themselves, their stakeholders and their employees – why this is worth the time, expense and effort.
