Sustainability changes are often seen as costly with little or no economic return. We tend to adopt sustainability measures primarily for external reasons, not because we believe they will improve our business model.
This mindset is rooted in conventional thinking, in an environment where established practices have been optimized and function well. Disrupting that “perfect” system by introducing a single sustainability measure may not yield an immediate sense of accomplishment. The two don’t yet align. In fact, this approach may lead to disappointment, pushing future progress even further away.
This is the complexity of innovation. Implementing one change sets off a chain reaction of other necessary adjustments before the entire system becomes adaptable.
But what if we turned this thinking on its head? What if we asked ourselves: How can we profit from implementing sustainability measures? If we start to see the potential economic benefits behind sustainability, we begin to look for opportunities. We might then move beyond the initial step, where an investment is required, towards a stage where economic returns become visible. However, without a clear vision of the overall concept, those returns may never materialize.
So how exactly can we generate revenue by transforming our business model? This requires looking beyond our traditional boundaries. We need to think outside the box and seek out new business opportunities. It also means relying on facts that offer proof of the unexpected, rather than on assumptions about what “should” be.
For example, would you have guessed that in the Netherlands, the average net income of organic farmers is higher than that of conventional farmers? This data is publicly available on CBS.nl. I’ve met directors of agricultural enterprises who followed their passion and chose nature-inclusive practices, even against the current. They appear to be incredibly happy, despite losing contact with some of their former colleagues.
So, what’s their secret? How do they manage to be profitable while doing things differently and still remain competitive?
If you choose to work with us, this is the path we’ll explore together.
Contact us at NEO Training and Advisory.
Eveline Stilma