https://blogs.ubc.ca/johnathanlam/2014/11/08/how-important-is-sustainability-to-businesses/

Whilst profit is a main objective for most firms, I do not believe that all firms have profit as their number one priority. Not including non-profitable organizations many firms do have sustainable intentions when producing products to the public.

The important idea is that for me, sustainability is a cumulative problem, if more people act towards a ‘greener future’, producers will start producing at a more green level because that now becomes the ‘social norm’. Whilst perhaps the idea of sustainability is not so much a priority for smaller firms simply due to the lack of cash flow to employ a CSO/establish more sustainable capital, for larger firms due to the large mass of production of goods that is being created, sustainability is important. As we have learnt in class, many firms in recent years often employ a CSO (Chief Sustainability Officer), whilst profits may not come in the short run due to more expensive resources/ cost of production, A CSO’s long term goal is to create a long term profitable sustainability strategy in order for the firm to be more efficient whilst it produces.

Also, some large firms create a brand image for themselves based on a sustainable value propositions such as Body Shop. As the general public becomes more aware on issues about sustainability, this might lead to a bigger change in the way firms produce their products, and as a result could lead to a bigger long term change in the future.