Opinion article authored by Inês Borges, Marketing & Communications Specialist at KCS iT. Originally published in Executive Digest.

Sustainability. The word we find in every media outlet, in every field, cited by (almost) every company. But let's start by understanding what it means. Defined by the United Nations as "development that meets the needs of the present without compromising the ability of future generations to meet their own needs," this ends up being a concept that, given how easily it's now used, has become hollow.

Is this a concern that's starting to become universal across people and organizations? Greenwashing, or genuine corporate sustainability awareness?

The reality is that it's easy to say we're sustainable, and it sounds nice to communicate that we're taking steps in that direction, but it's time to find out whether that's actually true.

In the business world, when we want to talk about sustainability, we have to think about the topic on three levels: social, environmental, and economic. In other words, it means taking a stance that defends the conservation and proper management of natural resources, that guarantees the defense of human rights and equal opportunities for every individual in society, and that promotes the prosperity and efficiency of organizations' economic activity in terms of generating wealth and employment.

Knowing this, do we still think there are that many companies that can be considered sustainable?

In 2021, "The Sustainability Yearbook," a report by S&P Global and Robeco SAM, named three Portuguese companies among the best examples worldwide of sustainable practices: EDP, Galp, and Banco Comercial Português. Here, measures such as these are implemented:

• Use of renewable energy sources
• Use of cleaner, more efficient energy technologies
• Promoting education through investment in internal training and community support
• Implementing equality plans, well-being, and human development programs
• Research and development of solutions that ensure energy efficiency

So, these are measures that have an impact not only within companies, but also in creating a more conscious world that protects the environment and people. They're examples that, one step at a time, companies can become more sustainable and better places to work, while also making the planet a better place to live.

Unfortunately, despite all the knowledge that exists today on the subject, there's still the idea that implementing sustainability measures brings high costs to companies. An idea that is simply wrong. Because these changes (with financial investment or, often, simply through awareness-raising!) result in benefits both in terms of reputation and economically. There are four examples that reflect this well:

1. Jerónimo Martins: between 2011 and 2020, it implemented awareness campaigns about the need to reduce water and energy consumption. The result was savings for the company that translated into more than 6.2 million euros without any type of investment. For the planet, it meant saving 494,902m3 of water and 47,902,211kWh of electricity.
2. Vieira de Almeida & Associados: between 2011 and 2013, and also without financial investment, simply through internal awareness-raising, it managed to reduce electricity consumption by 14%. A reduction that resulted in annual savings of €18,665!
3. Sonae Sierra: implemented energy efficiency measures through an investment of 2.3 million euros. The savings generated by these changes translate into annual savings of 2.4 million euros. An investment that clearly brought immediate benefits.
4. The PwC "SDG Reporting Challenge 2017" study, in which PwC Portugal took part by analyzing the financial and sustainability reports of 35 companies, revealed that these companies generated revenue of around 79 billion euros through the implementation of sustainability measures.

And this is within everyone's reach. We just need the first person to step forward and affirm the importance of having this awareness - whether personally or in business. Fortunately, there are already several avenues that support this. From organizations such as the Business Council for Sustainable Development (BCSD) and Lisboa European Green Capital, which help companies commit to targets aligned with the Paris Agreement's goals and also implement them; to various national and international funds that financially support the necessary business changes, such as the Innovation Fund, the EEA Grants, the Fundo Ambiental or PO Seur.

The proof is there: adopting a sustainable policy and way of operating is just one decision away. Are we going to take a step in that direction and follow what the planet is asking of us, or watch the world spin without doing anything to prevent a point of no return?