CorpComms Magazine

Almost seven out of ten companies intend to increase their investment in sustainable initiatives this year, compared to 59 per cent in 2010, according to the second annual Sustainability & Innovation Global Executive Study.

However, only one in four consider that sustainability is a 'permanent and core' element of business.

But the study, produced in collaboration between MIT Sloan Management Review and Boston Consulting Group, reveals that, when it comes to sustainability, the business world is progressing at two speeds - those that embrace the concept, and those that do not.

And those who embrace sustainability prioritise activities differently and get better competitive results. 'Sustainability is a sort of perpetual motion machine - the more they do, the more they learn, the more advantages they achieve and the more they realise that there is more to be done,' the analysts said.

Nearly half of the respondents from the survey of 3,100 corporate leaders perceive improved reputation as the biggest benefit from addressing sustainability. And 80 per cent of those surveyed said that the car industry would benefit the most from having a sustainable image.

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