Generally speaking, people are getting better and better all the time at managing their own environmental footprints, and the effect that they have on the planet. But, as the world grows ever more environmentally conscious, and as sustainability becomes more a habit of everyday existence, it’s time for businesses – as well as individual consumers – to step up to the plate, too.
via blog.enn.com
Calls to step up to the plate are fine, but if I were a small business owner, my immediate reaction would be "Why?" Why should I invest in costly measures that benefit others? Where are the incentives?
Funny story: I had the opportunity recently to talk about sustainability to leaders and boards of directors of some of the national largest farm cooperatives. After my compelling presentation to an audience of hundreds (I even had a teleprompter--which I promptly ignored), an audience member stopped me and said "I don't know why this whole sustainability thing is such a big deal. My farm has been in the family for over 100 years. We're still in business. Of course we're sustainable."
And there lies the issue: We can talk sustainability, but until the incentives are properly aligned, small businesses will forgo Sustainability for business sustainability.
