· 8 min read
At the recent World Economic Forum, JPMorgan Chase CEO Jamie Dimon made a strong case for sustainability as well as Diversity, Equity, and Inclusion (DEI) as a business advantage. He argued that companies prioritizing DEI perform better because they attract top talent, foster innovation, and maintain long-term resilience. The same logic applies to sustainability. Businesses that integrate sustainability into their strategy are not just mitigating risks but actively positioning themselves for long-term growth.
The question is no longer whether sustainability matters, but which companies will lead in integrating it effectively. To explore this shift, I spoke with Sol Salinas, Executive Vice President and Sustainability Lead for the Americas at Capgemini, whose work focuses on using technology to help companies improve their environmental impact. Tyler Environmental Prize winners Doctors Sandra Diaz and Eduardo Brondizio also offered their insights. Dr. Diaz built “the first global quantitative database of functional diversity in vascular plants, known as the ‘global spectrum of plant form and function.’” Dr. Brondizio has spent more than three decades examining human-environment interactions and social-environmental change, specifically “the intricate links between development policies, markets, climate change, household decision-making.”
Despite the growing momentum around sustainability, many businesses still view it as a compliance requirement or a reputational safeguard rather than a driver of profitability. Dr. Díaz argues that part of the problem is how sustainability is framed in traditional business thinking—often as something abstract and disconnected from daily operations. She points out that “nature” is frequently depicted as a postcard-perfect landscape rather than an integral part of economic systems. “Many businesses are based directly or indirectly on living entities, like all the production of food, timber, natural-fiber garments, cosmetics using natural components, or nature-based tourism. There, the risk is obvious…”
However, the perception of sustainability as a financial burden is shifting. Companies embedding sustainability into their core strategy are seeing stronger financial performance, improved risk management, and long-term stability. Investors increasingly prioritize businesses with clear sustainability commitments, while consumers—particularly younger generations—are making purchasing decisions based on environmental and social impact. As the regulatory landscape tightens and market expectations evolve, sustainability is becoming less of an optional initiative and more of a fundamental business strategy.
Sustainability as strategy: turning costs into competitive advantage
As businesses move beyond outdated perceptions of sustainability as an obligation, they are beginning to see its potential as a driver of financial performance. Companies that embed sustainability into their core operations are not just reducing environmental harm—they are creating long-term value, strengthening investor confidence, and positioning themselves ahead of regulatory and market shifts.
For decades, sustainability was seen as a corporate social responsibility initiative—an expense rather than a strategic asset. However, the shift toward sustainability as a business enabler is gaining momentum. Companies that invest in sustainability are improving efficiency, reducing long-term costs, and accessing new markets.
Research consistently shows that businesses with strong sustainability commitments attract more investment, enhance operational performance, and mitigate risk. Investors are increasingly directing capital toward companies that have clear environmental, social, and governance (ESG) strategies. Sustainability-led businesses also experience lower energy costs, more resilient supply chains, and higher consumer trust.
Dr. Brondízio explains that many corporations fail to account for the full cost of their resource use, which distorts economic models. “The problems we leave behind when we use nature to support our business—the social and environmental costs—are not part of this accounting. This erodes the very foundation of our economies.”
Not all companies are leaving these costs off their books. For instance, Puma pioneered the concept of an Environmental Profit and Loss Account (E P&L), assigning monetary value to environmental impacts across its supply chain. This approach not only increased transparency but also identified cost-saving opportunities and strengthened stakeholder trust. Brambles, a global leader in supply chain logistics, operates on a circular business model that emphasizes the sharing and reusing of pallets and containers. This approach not only minimizes environmental impact but also enhances supply chain efficiency and safety. In 2024, Brambles was ranked as the second most sustainable corporation globally by Corporate Knights, underscoring the success of its sustainability initiatives.
Companies that recognize these economic realities are adjusting their models to reflect long-term growth opportunities rather than short-term cost avoidance. The World Business Council for Sustainable Development highlights that companies prioritizing sustainability are seeing stronger financial returns, particularly as sustainability metrics become more relevant in investment decisions.
Sustainability as a profit driver: Growth, Innovation, and consumer trust
Companies that integrate sustainability into their operations are seeing direct financial benefits. Improved energy efficiency, reduced waste, and optimized supply chains all translate into lower costs and stronger financial performance. But beyond cost savings, sustainability is becoming a competitive advantage in attracting consumers, talent, and investment.
Market expectations are shifting as consumers demand greater transparency and accountability from brands. Younger generations, in particular, are making purchasing decisions based on a company’s environmental and social impact. Dr. Díaz highlights the reputational risks of ignoring sustainability: “In a world of increasing social awareness, particularly among younger generations, there is the reputational cost of having a negative public image that will deter consumers. This risk has been underestimated for a long time, but I think more and more businesses are paying attention to it because they see how much a good or bad public image can affect revenue these days.”
This perspective is backed by research showing that sustainability impacts not only consumer loyalty but also a company’s ability to attract top talent and long-term investment. A survey from BDO found that CFOs are increasingly viewing sustainability initiatives as essential for maintaining investor confidence and competitive positioning. They can also take insights from real-world progress in this area.
IKEA has demonstrated that sustainability and profitability can go hand-in-hand. Between 2016 and 2023, IKEA achieved a 24.3% reduction in its climate footprint while simultaneously increasing revenue by 30.9%. This decoupling of financial growth from greenhouse gas emissions showcases how integrating sustainability into business strategies can lead to significant economic benefits.
Sustainability is also fueling innovation. As companies look for ways to reduce their environmental impact, they are developing new materials, adopting circular economy models, and leveraging emerging technologies. AI is playing a key role in optimising operations, improving resource efficiency, and enhancing supply chain transparency. Researchers studying AI and sustainability point out that businesses are beginning to explore AI’s potential in optimising operations, improving resource efficiency, and enhancing transparency in supply chains. AI-enabled systems are already helping organisations track carbon footprints, improve supply chain resilience, and identify inefficiencies that drive costs. These capabilities allow businesses to stay ahead of regulatory changes and consumer expectations.
Sustainability as a risk management strategy
Beyond profitability, sustainability is a critical component of corporate resilience. Companies that integrate sustainability into their strategy are better prepared for economic volatility, climate risks, and regulatory shifts. Those that fail to do so face growing financial penalties, investor skepticism, and operational disruptions. Brondízio emphasises that leading business sectors no longer view sustainability as a burden but as a strategic tool for managing risk and identifying new market opportunities. Companies that fail to incorporate sustainability into their decision-making processes risk falling behind competitors that are better prepared for both environmental and economic challenges.
Financial institutions are also factoring climate risk into corporate performance assessments. The World Economic Forum has identified climate-related financial risks as one of the top concerns for global businesses, further reinforcing the need for sustainability integration at the executive level. As financial regulators impose stricter reporting requirements and capital markets shift toward ESG-aligned investments, businesses that proactively address sustainability will be better positioned for long-term success.
The role of AI in advancing sustainable business models
Technology is accelerating the shift toward more sustainable business practices. AI and digital tools are providing real-time tracking, automation, and forecasting capabilities that allow companies to better manage their environmental impact. Sol Salinas explains that AI is particularly valuable in addressing Scope 3 emissions, which remain one of the biggest challenges in corporate sustainability.
“Scope 3 carbon emissions represent up to 75% of global emissions, yet 95% remain unmeasured. AI can help untangle this by mapping emissions across supply chains, identifying reduction opportunities, and enabling real-time reporting,” says Salinas.
This is especially important as governments and regulators continue to tighten sustainability reporting standards. Companies that leverage AI for accurate emissions tracking and resource optimisation will gain a competitive advantage, both in meeting compliance requirements and in improving operational efficiency. However, AI itself has a significant environmental footprint particularly when it comes to electricity and water use at the data centers upon which it relies. Businesses must balance the benefits of AI-driven sustainability tools with the energy demands of running large-scale digital systems. As AI adoption increases, companies must ensure that the technology is deployed in ways that contribute to net-positive environmental outcomes.
The future of business is sustainable
The financial case for sustainability is no longer theoretical—it is a measurable reality. Companies that embed sustainability into their strategy gain long-term cost savings, stronger consumer trust, and reduced exposure to market and regulatory risks. Sustainability is also becoming a critical factor in attracting top talent, as employees increasingly seek purpose-driven workplaces that align with their values. Salinas emphasises that sustainability must be viewed as a core business function, not an add-on. “Sustainability is synonymous with cost reduction, resource optimisation, and operational efficiency. If it’s not revenue-generating and cost-reducing, it’s not sustainable.”
Sustainability is no longer a separate initiative—it is shaping how businesses operate and compete. Companies that recognise this shift will lead in innovation, resilience, and financial success. Those that fail to adapt risk falling behind in an economy that increasingly values environmental and social responsibility as a core driver of business performance.
Find out more about the sustainability performances of companies on Data Hub™: JP Morgan Chase (908 ktCO₂), Capgemini (98 ktCO₂), Puma (48 ktCO₂), Brambles, IKEA...
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