“It was the best of times, it was the worst of times.”

In light of the US housing crash, the financial meltdown, and some form of impending recession - the big question is whether corporate sustainability is only a luxury to be had when economic times are good or is CSR even more fundamental to success in this new ‘environment’. Will consumers and corporations revert back to their traditional bottom line focus or will these events trigger a mushrooming rejection of a greed culture and the possible emergence of a new way of doing business?

As is usually the case, the reality will likely reflect neither of these extremes. However, one common element we are likely to see is that a thoughtful, well implemented sustainability strategy will yield benefits in any economic landscape - good or bad.

In difficult times, organizations are looking to trim costs and boost productivity across the organization - from reducing discretionary travel and property costs, to increasing employee efficiency. Companies are also looking to keep existing customers and grow their business but not by cutting prices or risking quality. A properly implemented and communicated sustainability strategy allows your organization to differentiate itself to customers and employees while cutting energy and other costs.

In good times, organizations are looking to keep their best and brightest and attract the leading talent in their industry. They are also looking ahead to see the next opportunity while hedging against any possible risk. Again, an effective sustainability strategy can put your organization ahead of others with minimal investment and risk.

In this particular time of turmoil, we could be witnessing a broad cultural shift in which new forms of value might take shape. Sustainability offers a lens through which an organization might find it's next incarnation - one for the 21st century. More on this next time...

Up, down, or sideways - sustainability will help guide your organization through turbulent times.