In a United Nations Global Compact (UNGC) and Accenture study of 766 CEOs 93% believe that sustainability will be critical to their future success and 81% said that sustainability issues had become part of their company’s strategy and operations.
That's good news, but is it all talk?
Well, not necessarily.
78% of the CEOs say the downturn has actually raised the importance of sustainability - a term which has also come to incorporate the reliable provision of a company's products and services to communities. According to CEOs, sustainability is just good business, and it is being recognized as a source of cost efficiencies and revenue growth.
Consumer trust again emerges as the much-discussed driving factor. 72% of those surveyed said that "brand, trust and reputation" was a primary factor.
According to the study, consumers have become the most influential stakeholder - a title previously reserved for employees. 58% of the CEOs selected consumers as the stakeholders with the greatest influence, while 45% selected employees.
Government is the third most important stakeholder, selected by 45% of CEOs.
The most affirming news is that 54% of the CEOs surveyed think sustainability will be fully integrated into business worldwide within the decade, but 80% say it will happen within 15 years.
This view contrasts with the often pessimistic discussions that have emerged among sustainability managers at Ethical Corporation events. Perhaps top management is more committed than we think.
Read more about how companies are actually integrating sustainability at www.ethicalcorp.com/csr.
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