Sustainability in Business Model

Sustainability in Business Model

Sustainable business is termed as the business that meets the needs of the current world without compromising the ability of the future generations to meet their own needs. There are many intangible, hidden and unarticulated costs of business models. These cannot be quantified especially when it comes to sustainability. Therefore, various comments are raised on how individuals can deal with difficult-to-quantify costs.

I agree that sustainability is not over-usage of the term but rather misusage. Sustainability has been misused for many years without getting answers to the problem. The concept is elusive but it is up to ideologies of sustainability to help clarify the concept and use the word in a proper way. Many companies have taken the label of green or sustainability in order to gain a competitive advantage in the competitive market but fail to integrate sustainable principles into their developments. Sustainability is becoming complicated by the fact that it applies to a multiple of interrelated dynamic issues of environmental, social and economic developments (Stoner and Wankel, 2010).

One can deal with difficult- to-quantify costs in many ways. Dealing with a sustainable challenge is difficult. However, individuals who have genuine concerns about the planet, the human race and the future concern seek to support the business. They do it in a commercially sustainable way without damaging the environment in the process. Creating market pull for the benefits of sustainability products requires a problem-solving method that identifies the environmental challenges in the value chain. The real financial cost in sustainability comes from products that solve particular customer problems. Many industries need to focus on capitalizing on products that their customers may distinguish (Freemantle, 2006).

Creating market pull with direct customers and end use products. In order to quantify costs, companies should reach out to the sustainability function of customers. This will make them to understand the value of the environmentally preferable aids, information and supplies. This can either be through establishments of revenue targets for some of its products offering with sustainable attributes. In addition, industries can appeal to the consumers to demand the attribute through collaboration with direct customers or alone. This will help in solving the problem of quantifying costs.

Through market segmentation and market substitution, an individual identifies specific market segments that are natural buyers for the sustainable attributes. This is because they have compliable obligations or commitments that are voluntary to improved performance. Substituting services for products can be done through change of trading conditions. This will enable customers to pay for the services but not the products, which aligns business incentive on effectiveness, durability and recycling.

Sustainability can be about the resources and it is too wide especially when it comes to human behaviors in the sustainable industrial society. People do not increase their consumption freely at their own will. Of course, there is the possibility that people can try to avoid such consumption restrictions. Others in the society consume less to maintain certain consumption limits in order to balance with the natural resource in the society. For instance, in Poland Spring, they purchased the land that was around its springs and left it natural and undeveloped to preserve the environmental resources (Russell, KPMG and Confederation of British Industry, 2002).

It is not simple to achieve fully sustainability. However, both production and consumption needs to be controlled carefully. It is possible that efficiencies in resources use can allow some growth in perceived consumptions that is increased satisfaction of wants with the same amount of output. That is why it is not easy to abandon plastic bottles when deciding the amounts to produce. Therefore, people need to move beyond the sustainability concept in its current water-down format and expand upon their understandings of its core principles.

Sustainability is one of the most overused concepts in many areas. Many business companies usually include the term in their missions at least in every second sentence or in press release. Even in lifestyle, many so-called sustainable homes use it even when they have huge bank debts and family borrowings to pay for it. Sustainability includes even financial factors whether it is a building or a way of life. Therefore, when talking about sustainability, one must determine financial values, market values and find out the solutions to overcome them (Freemantle, 2006).

Under managed in sustainability depends on the relative optimism with which one views the structure of a certain productive economy. One has to focus on its supply and the way it utilizes resources properly. In addition, the capacity to which the government manages the economy than it has done before significantly reveals if the economy is under managed or not. Another reason is the importance of accumulated learning in manufacturing process. In this context, a clear service role suggests the economy, not as under managed but as one, that supports manufacturing using technological services.

Even though we cut down and reduce the use of plastic through recycling for better environment and business purposes, still sustainability cannot be the definition. This is because recycling can cause air pollution since many plastics are made from hydrocarbon monomers. We have not yet achieved sustainability. Many plastics undergo the composition process of carbon and hydrogen and there are some other elements involved such as oxygen, nitrogen and chlorine. All this chemicals when they combine with air cause pollution to the environment thus the definition is still not achieved. However, recycling of plastics helps in quantifying the costs that may arise especially in the over exploitation of natural resources.


Freemantle, A. (2006). The sustainable business handbook. Cape Town, SA: Trialogue.

Russell, J., KPMG, & Confederation of British Industry. (2002). Business sustainability.

London, UK: Caspian.

Stoner, J. A. F. & Wankel, C. (2010). Global sustainability as a business imperative. New York, NY: Palgrave Macmillan.



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