The Business Case for Sustainable Development: Making a Difference Towards the Johannesburg Summit 2002 and Beyond is the latest report of the World Business Council for Sustainable Development (WBCSD).
The World Business Council for Sustainable Development (WBCSD)comprises some 150 international companies whose leaders believe that the pursuit of sustainable development is good for our enterprises, the planet and its people.
This belief is shared by the WBCSDs Global Network of more than 30 national and regional business councils and partner organizations, involving
some 700 business leaders globally.
Pursuing a mission of sustainable
development can make our firms more
competitive, more resilient to shocks,
nimbler in a fast-changing world, more
unified in purpose, more likely to attract and hold customers and the best
employees, and more at ease with
regulators, banks, insurers, and financial markets.
We define sustainable development as forms of progress that meet the needs of the present without compromising the ability of future generations to meet their needs. Given the scale of poverty today, the challenge of meeting present needs is urgent. Given the damage our past and present actions may visit upon our descendants, concern for future needs for environmental, human,
social, and other resources is also
There are many cases that can be made
for sustainable development: moral,
ethical, religious and environmental. Many of us as individuals deeply believe
in those cases. But being a Business
Council, we emphasize the business case.
That case has a financial bottom line. Our rationale is not based solely on short-term, financial returns.
Companies comprise, are led by, and serve people with vision and values. Companies that do not reflect their peoples best vision and values in their actions will wither in the marketplace in the long-term.
The business case is also an entrepreneurial position: it looks to the next point on the business curve the point at which business can be more
competitive by being more sustainability driven. WBCSD companies
intend to be at that point first and to
stake it out as their value opportunity.
Who can I become?
Can I build my skills and lead a
good and useful life?
Will my dreams come true?