Sustainability or Innovation? Why Not Both

Organizations around the world are recognizing that long-term success is built on sustainable practices that not only protect the environment but also fuel profitability, shareholder returns, customer loyalty, employee engagement, and innovation. In its book, Driving Sustainable Innovation-How to Do Well While Doing Good, PMI’s Brightline^® initiative sheds light on how modern enterprises can—and must—integrate sustainability into their strategies, core operations, and innovative processes.

There are numerous examples showcases how sustainability drives meaningful results. John Deere, for instance, aims to slice its Scope 3 carbon emissions by investing in engine efficiency, hybridization, electrification, and renewable fuels. Microsoft experimented with underwater data centers to improve operational efficiency and reduce its carbon footprint. AI-driven solutions are also being explored, like those being used to enhance environmental monitoring to help companies hit their sustainability goals. And there are unique innovations, like Notpla’s use of algae for sustainable packaging, an example of economic incentives aligning with sustainability goals.

The path to sustainable innovation, however, is not without its obstacles. While many organizations are making strides, barriers still exist. Here are the five challenges to driving sustainability your organization may face.

1. Deciding where to focus efforts. Like any strategy, it’s important to define the sustainability areas to which you will dedicate your financial, human, and research and development resources.
2. Securing funding and resources. Doing well can reap real results, but it takes effort, and investment.
3. Measuring environmental and social impact amid inconsistent data. Organizations need to define and track credible sources of data to ensure their efforts are moving the dial.
4. Unclear return on investment (ROI) from the sustainability efforts. Connecting sustainability efforts to real, measurable returns can be difficult. Consider broader indications of ROI, like brand loyalty, customer satisfaction or goodwill.
5. Pressure to provide short-term results. It’s an age-old conundrum; how do you show progress in short-term earnings reports while maintaining a longitudinal focus on sustainability?

These challenges aren’t simple to overcome—the key lies in embedding sustainability into the very fabric of the organizational vision and purpose. Sustainability should be the engine driving innovation and long-term business continuity.

Perhaps the most compelling insight is the emphasis on the human element in driving sustainable innovation. Transforming for sustainability is not only about understanding why, but also about upskilling and convincing leaders to be accountable, so they in turn can inspire and mobilize the organization. This human-centered approach contributes to a culture based on autonomy, excellence, and shared purpose.

As enterprises navigate the complexities of today’s global landscape, the integration of sustainability into their business is no longer optional—it’s imperative. By harnessing the power of technology, embracing innovation, and putting people at the heart of change, organizations can achieve lasting positive impact on the world.

Discover how to integrate sustainability in your organization’s strategy with Driving Sustainable Innovation: How to Do Well While Doing Good. For more insights on the topic, view our webinar, facilitated by Stuart Crainer, the co-founder of Thinkers50, and joined by Lenka Pincot, chief of staff to the CEO at PMI, Edivandro Conforto, director of Thought Leadership at PMI, and Emil Andersson, manager of B2B Thought Leadership at PMI.

You Might Also Like…

• The Front Lines With a Sustainability Project Professional —The PMI Blog ǀ Read
• ESG Resource Hub — Thought Leadership ǀ Explore
• Using Technology to Make a Positive Social Impact — Projectified Podcast ǀ Listen