In the wake of problems stemming from environmental degradation and climate change, sustainable development is rapidly gaining popularity across all societies today. Most governments, companies, and individuals align their policies and operations to ensure sustainability (Brown, Becky, et al.). According to Moore, Julia et al., it refers to a focus on catering to current human needs without jeopardizing the survival and existence of future generations. It also refers to studying how diverse systems operate and products while maintaining a healthy balance. Typically, sustainability centers on the economy, social issues, and the environment. This paper examines what and how organizations have recently modified their operations to embrace environmental sustainability.
Throughout the years, human beings have produced goods and services that improve life. It is agreeable that the production process employs natural resources obtained from the planet, like water and minerals. The consequences of production have had adverse implications on the environment, and according to recent research, human beings are to blame for the rampant environmental damage resulting from the production process. Besides the environment, humans are consequently suffering from the effects of production that manifest as environmental degradation, water and air pollution, and pollution of food sources. In responding to the crisis, organizations worldwide agree to the call and redefine their systems by conserving the environment and adopting policies to reduce pollution, hunger, poverty, and the effects of climate change (Ben-Eli).
Case study
As stated, most companies worldwide are adopting useful changes to ensure sustainability. However, this paper will briefly review Nike as one of the organizations putting sustainability into practice. Nike is a multinational brand specializing in making sportswear and related products. With the creation of awareness on environmental conservation, Nike has successfully applied eco-friendly measures in its operations and production procedures. This shift comes as a response to conserving the environment, reducing pollution, and embracing sustainability through innovation.
It is agreeable that in modern times, water conservation is among the policies taken by many nations and organizations worldwide. Water conservation is one of the critical steps taken by Nike to ensure sustainability. Most production processes involving tanning and dyeing consume vast amounts of water. In limiting water consumption, Nike has recently partnered with Dyceoo (a Dutch firm) to use non-water-dependent dyeing and tanning machines in production. Besides, the equipment reduces chemical usage in dyeing procedures by 60%. This step is a crucial achievement in reducing the water footprint. Secondly, the company is gradually minimizing the utilization of natural resources. Recently, most studies have focused on the damages emanating from the overutilization of natural resources, such as fossil fuels, in energy production (Zafar). Like many other organizations, Nike has significantly reduced the usage of natural resources through innovations like ColorDry technology. Besides these two steps, Nike has increasingly automated its production plants, intending to reduce chemical contact and safeguard the health of its workers.
Energy production, consumption, and conservation is a critical issue today. Recently countries and organizations have come under criticism from international organizations due to the usage of non-renewable energy leading to Carbon Dioxide emissions, and consequently, global warming. In response to sustainable energy production and consumption, Nike is installing production systems that use low energy and ensuring energy is available for other essential uses. Besides, Nike has recently adopted a waste eradication policy termed the “Zero waste policy.” This policy aims at eliminating the production of waste by reusing and recycling. Firms must indicate whether their products are environmentally friendly, among numerous production requirements. In this aspect, Nike has been one of the companies on the frontline in recycling and production of bio-degradable commodities. In this context, Nike is working on reducing its carbon footprint (Zafar). All Nike products come with an environmentally friendly tag indicating the firm’s commitment to sustainable production.
Ways of incorporating Sustainability across organizations
From the above case, it is clear that the shift to sustainable production in the business arena is an ongoing process, not only from theoretical perspectives as many see it. Apart from Nike, other organizations such as Pepsi, H&M, and Coca-Cola are developing mechanisms to embrace sustainability in business. According to Danso and Albert, sustainability in business translates to longevity. Also, recent studies point out that across the world, clients are more attracted to organizations embracing environmental protection conservation, and sustainable development (Walsh, Philip et al). Also, encouraging sustainability serves to reduce production costs in the long run. To fully incorporate sustainability in a company, an organization should align operations, marketing, and management following sustainable production.
There are several ways to cultivate sustainability in operations. Firstly, it depends on the nature of the activities carried out by the organization. One of the essential steps includes the reduction of energy consumption. In most organizations, production processes consume vast amounts of energy, leading to environmental degradation. In this aspect, companies should reduce energy consumption by adapting efficient low energy equipment that saves energy. Such a step also goes far in cutting production costs. Recycling and reusing are also critical in ensuring sustainability in operations (Choi et al). These processes reduce the use of fresh materials and encourage the conservation of natural resources. Recently, most firms have resorted to recycling to reduce environmental pollution from plastic products. Other sustainable practices include waste management, reduced paper use, video conferencing, and fleet optimization.
Although most organizations have not yet figured it out, sustainability suits marketing activities. Typically, it involves enhancing the company’s image by formulating and implementing environmentally friendly policies that reduce waste and carbon dioxide emissions into the atmosphere. In this strategy, communication is vital in building the company’s image as an organization adhering to environmental conservation regulations. Considering the increasing popularity of environmental protection, companies should align with environmental conservation measures. In this context, companies should communicate to the public about their mission of becoming ecologically friendly and showcase proof of it in their operations (Wagner, Beverly, et al.). Sustainability in marketing ensures that a company fosters values and principles that benefit the image and brand. For instance, Australia has shifted to sustainable tourism by focusing on the Green Policy. Currently, the country is one of the top tourist destinations in the world due to building itself as an eco-friendly brand in the international tourism market.
Even though many organizations formulate and incorporate sustainability in operations and marketing, management plays a critical role in the process. Across all companies, operations and marketing activities result from management. To ensure sustainable production, organizational leaders must select the appropriate tools and objectives to succeed. Across all departments, employees should be aware of the organization’s environmental policy and how they should achieve the desired end (Arevalo, Jorge, et al.). Recently, most organizations have adopted monitoring techniques at all organizational levels to ensure accountability and sustainability. Quintessentially, it is critical for any company that aims to inculcate sustainability to develop or acquire efficient tracking and measuring mechanisms that provide the organization with information on the outcomes of production processes (Dangelico et al.). In this aspect, most organizations have developed a means of measuring their carbon footprint.
Most companies have a false view that incorporating sustainability in production is expensive and time-consuming. However, by weighing the benefits and outcomes, sustainability remains one of the feasible ways through which a business can thrive in the current global business arena. Nevertheless, environmental damage is a global concern that requires companies to ensure that present and future consumers are safe and healthy. Sustainability is the only solution to this challenge. And that explains why most organizations are redesigning their activities and products to align with environmental conservation and protection.
Works Cited
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