Transforming for Sustainability

Published on July 5, 2022

By Dr Peter McManners
Strategy and Sustainability


The required transformation in society to deliver sustainability relies on navigating a complex set of interrelated issues. Innovative firms which anticipate the coming changes will have huge opportunities to exploit – and doing so can be very profitable for those up to the challenge. Lazy businesses, doing well in the current economy, will be hit hard.

Business leaders are becoming confident to set a direction using sustainability as their compass and incorporating it as a central component of strategy. However, there are multiple threats and opportunities to navigate, with no single way forward. Here, Peter offers four insights to bring a degree of clarity to this complexity.

The case for sustainability to underpin human society over the long term is rock solid. Delivering such aspirations requires a transition to a sustainable economy – which will be quite different to the economy of today. This transformation is a complex challenge, driven by competing dilemmas which can seem so difficult as to be impossible. It certainly will not be simple or easy. For example, transitioning away from fossil fuels will require the complete reconfiguration of energy systems. In navigating transition, the truly sustainable solution is not always obvious, but that is where business can thrive. Doing difficult stuff, for which there is a real need, can be hugely profitable for those firms which are up to the challenge.

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