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new opportunities

generate $12 trillion in business savings and
revenue, and create 380 million jobs, by 2030.
How will businesses respond? Some companies
are less advanced on this journey, still focusing
on the basics of their sustainability strategies
and the early stages of implementation. Based
on our research and work with clients, however,
sustainability leaders —as well as followers looking
1
to leapfrog to the top—will increasingly adopt six
“next practices” to turbocharge both sustainability
and business success (see Figure 1).

Using “future back” thinking
to create transformative

Fig. 1 ambitions
There is no question that Setting targets from a baseline is an important
part of making progress, and many companies
sustainability is moving up on with unambitious goals could benefit from
“the corporate agenda. stretching them. But instead of making
When Bain & Company surveyed incremental improvements, leaders will take a
more transformational approach by thinking from
297 global companies, 81% said the future back. What do we mean by that? They
sustainability is more important will create a vision of what their future will look
like in a truly sustainable economy and then craft
to their business today than it an objective to fit that vision. In fact, the share of
was five years ago, and 85% companies that have adopted a truly transformative
believe that it will be even more sustainability aspiration will nearly triple over the
next five years, from 9% to 26%, according to our
important in five years survey (see Figure 2). These companies will follow
the lead of trailblazers like Tesla, which envisioned
Agreement targets for emissions reduction. Or that a long-term global need for sustainable vehicles
by 2025, two-thirds of the global population could and energy, adopted a mission to “accelerate the
be living under water-stressed conditions, and that world’s transition to sustainable energy” and built a
700 million people may be displaced due to water business model to meet that aspiration. Interface,
scarcity by 2030. Further, the aging workforce the world’s largest modular carpet manufacturer, set
combined with the oncoming automation wave will an ambition in 1994 to turn a petroleum-intensive
create challenging labor markets and rising income business into the first environmentally sustainable,
inequality in future decades, according to recent and ultimately restorative, company. It has since
Bain research (see “Labor 2030: The Collision of been exploring radical product innovations and
Demographics, Automation and Inequality”). On the business model changes to help it achieve its
other hand, these daunting forecasts also contain “Mission Zero” by 2020.
huge opportunities for companies that pursue
solutions. For example, the Business & Sustainable Based on Bain research and
Development Commission estimates that meeting
the UN’s Sustainable Development Goals could work with clients, however,
“sustainability leaders—as well
as followers looking to leapfrog
to the top—will increasingly
adopt six “next practices” to
turbocharge both sustainability
and business success

Making “sustainable”
irresistible for customers

Over the next five years, customer loyalty and
revenue generation will replace public reputation
Fig. 2 and cost savings as the primary drivers for

46 46 Impiantistica Italiana - Maggio-Giugno 2019