Sustainability is more than legal compliance or philanthropy. Enterprise sustainability is a strategic business imperative. Today, well informed consumers are interested to know about a company’s track record on actions pertaining to ethical behavior, community relations, health and safety programs, environmental protection, financial stewardship  and employee and supplier diversity. The increasing demands of consumers hold companies accountable for credibility of the programs and interactions with society.

In fact embedding effective sustainability provides numerous benefits. It creates a competitive differentiation and a positive brand image. Enhances cost efficiencies in energy, water and waste management. And it creates potential for gaining new share in growing markers.

Innovative leaders have always been in the forefront and have successfully differentiated on the basis of managing risks and establishing organizational and network alignment. Innovators have also differentiated based on incorporating sustainability benefits into customer value proposition and developing strategies for adding attributes to the brand.

Cost efficiencies have been achieved successfully by innovative leaders. Successful innovators have been able to develop appropriate metrics and scorecards in line with their business objectives and have relentlessly pursued the targets resulting in cost efficiencies. In addition, innovators excel in communication efforts. They strive to establish organization alignment as well as engage and communicate with their employees, value chain network partners and customers. They also develop and implement broad corporate level sustainability marketing and communication initiatives, communicating with and educating their stakeholders to promote their sustainability agenda.

IBM’s environmental policy objectives address topics from workplace safety, pollution prevention, energy conservation and smart buildings to product design for the environment and the application of IBM’s expertise to help address some of the world’s most pressing environmental problems. This comprehensive environmental affairs policy is supported and implemented by a global environmental management system (EMS) that governs IBM’s operations worldwide. The EMS integrates the company’s various environmental requirements, incorporating specific mechanisms for setting environmental policy, strategy and planning; implementation and operation; measuring and monitoring; and management review. Such efforts helped IBM become the first major company to obtain a single global registration to the International Organization for Standardization’s ISO 14001 in 1997.

Also committed to working with environmentally responsible suppliers, IBM introduced its supplier environmental evaluation program in 1972. In 1998, IBM explicitly encouraged suppliers to align their environmental management systems with ISO 14001 and to pursue ISO registration. And in 2004, IBM published its Supplier Conduct Principles to articulate the company’s supply chain social and environmental requirements. In 2010, IBM issued new requirements and objectives, calling for suppliers to deploy a corporate responsibility and environmental management system, measure performance and establish voluntary environmental goals, publicly disclose performance results and cascade this set of requirements to their own suppliers that perform work material to products and services supplied to IBM.

Similarly focused on promoting energy efficiency across the hundreds of facilities that support its global operations, IBM has taken a leadership role in implementing energy conservation and building management practices. For example, using a solution that integrates asset and service work-order management with energy and sustainability management analytics, IBM’s Rochester, Minnesota, campus realized an estimated 5 percent year-over-year incremental energy savings, an 8 percent annual savings from equipment operating costs (based on pilot program observations), improved asset reliability, longer asset lifespan and decreased operational costs. IBM’s proactive environmental and sustainability initiatives have served the company well; further illustrating that strong environmental leadership fosters business efficiency and effectiveness.

Some questions to be considered:

1. Are product and service lifecycles designed for sustainability?
2. Are your company’s processes optimized, applying lean sigma principles?
3. Are you using advanced analytics to model energy efficiency and impact? Do you use predictive analysis for environmental impact management?
4. Do you have “smarter buildings” for energy efficiency and “green data centers” for energy efficiency?
5. Have you re-engineered manufacturing process and supplier compliance for water, energy and waste reduction?

References and Quotes from “Driving Performance through sustainability” Copyright IBM Corporation 2011.