You’ve more than likely heard it before. Some people like to say it straight to your face with confidence, while others only think they know about it from someone else. Either way, this lie is something nearly every business professional in modern society has heard before—and the kicker is that it’s entirely false. So, what is this lie we’re talking about? Well, it’s simple; “being a sustainable company is hard.”
With sustainability as one of the hot topics of business today, many company owners and members of the business elite are asking themselves whether they are capable of being a part of the movement. For some time now, the answer has been “not without a ton of hard work” — but this is simply not true. To prove this, let’s analyze what this lie entails, how it affects sustainability initiatives as a whole, and the actual truth for those that want to know it.