From Reporting to Reimagining: The Real Work of Sustainable Business Strategies

Lately, I’ve come across discussions highlighting the imbalance between resources spent on sustainability reporting versus those dedicated to crafting sustainable strategies. There’s been concern over the significant focus on reporting, often overshadowing the strategic development itself. Explanations often point to the new regulations demanding more resources, especially as companies establish new routines.

I’ll be transparent—I don’t have specific data to confirm or challenge these claims, and I take them at face value. However, I’d like to offer an additional perspective.

Designing sustainable business strategies requires a completely different mindset than the one that shaped our current practices. As Albert Einstein wisely said, “We cannot solve our problems with the same thinking we used when we created them.” 

In my work with business leaders, I hear inspiring ambitions to make their companies more sustainable. Yet, when it comes to implementing these changes, the approach often remains the same, only with slightly different content—like switching from “brown technology” to “green technology.” While this is a step in the right direction, it’s not enough to drive the deep, transformative change we need.

If we truly want to see more resources—time, energy, and thought—invested in sustainable strategies, we must embrace the need for a profound shift in our thinking. This transformation isn’t superficial; it’s a deep, structural change that unfolds through four essential steps:

1. Awareness: Develop a keen awareness of our current thought patterns, values, and worldviews. Understand what sustainability truly means, beyond the buzzwords.

2. Intention: Set clear, actionable intentions. Consider what it takes to truly live up to these intentions—what strategies need to be developed, and what actions must be taken.

3. Repetition: Consistent, persistent action is key. Repetition is often the most challenging part of change, but it’s where real transformation happens.

4. Guidance and Support: Build a strong support system around you. Seek guidance to stay the course, especially when the path gets tough or when others doubt your direction.

True sustainability isn’t just about making changes—it’s about reimagining the very foundation of how we think and operate. And it’s about staying committed, even when the world thinks you’re crazy.