Earthenterprise Tool Kit - International Institute for Sustainable ...

EarthEnterprise Tool Kit
sustainable technologies and enterprises. Other users of the Kit include
e nv i ronmental technology innova t o r s , i nv e n t o r s , p o l i cy makers, b u s i n e s s
advisors, educators and students.
Sustainable Business
EarthEnterprise deals with the relatively new concept of sustainability. At
some point in the future this term will be common-place, but today
“sustainability”and the terminology related to it must be defined.
The concept of “sustainable development” was advanced considerably in Our
Common Future, the final report of the World Commission on Environment and
D evelopment (“the Brundtland Commission”) in 1987. It is most often
described as “development or progress that meets the needs of the present
without compromising the ability of future generations to meet their own
needs”.
IISD defines sustainable development for business as “adopting business
s t rategies and activities that meet the needs of the enterprise and its
stakeholders today while protecting,sustaining, and enhancing the human and
natural resources that will be needed in the future”.
A sustainable business is one that operates according to this definition, in both
its operations and products. The sustainable business has interdependent
economic, environmental, and social objectives, and understands that longterm
viability depends on integrating all three objectives in decision-making.
Rather than re g a rding social and env i ronmental objectives as costs, a
sustainable enterprise seeks opportunities for profit in achieving these goals.
There are relatively few sustainable businesses today, but the number of
companies that are trying to achieve this goal is growing quickly. One of the
best known is Body Shop International, whose founder, Anita Roddick, has
taken a new approach to the beauty and personal care business.The members
of the EarthEnterprise network are providing the next round of success
stories.
The “green” business, which is more common, focuses on operations and
products that minimize damage to the environment. It produces such items as
mercury-free batteries, energy efficient technologies, natural cleansers, and
products made from recycled materials. A smart green company will tap the
sensitivities of the consumer and industrial markets by emphasizing the
environmental attributes of its operations and products.A green company may
make the transition to sustainability as it develops the values of preserving and
restoring long-term ecological integrity and promoting societal health and
well-being.
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INTERNATIONAL INSTITUTE FOR SUSTAINABLE DEVELOPMENT