Show how sustainability initiatives can boost the bottom line by reducing costs (e.g., energy savings, waste reduction). Suggest piloting sustainable initiatives on a small scale to test their impact. Explain that many investors prioritize companies with strong ESG ratings. Demonstrate how sustainability reporting frameworks like SASB or GRI can lead to better access to capital and market positioning. Organize workshops or discussions to build awareness of how sustainability can drive business success. Articulate a vision where sustainability leads to innovation, resilience, and enhanced business performance over time.

Creating awareness is an art. The organization which has a learning culture will continually evolve, adapt and embrace change. Training plays an important role is dispelling outdated practices, and adopt newer practices which are compliant and sustainable. Identify user champions and train them thoroughly on the benefits of adopting sustainable practices. These user champions can then become ambassadors to create awareness and promote sustainability within the organization.

To lead colleagues focused on short-term gains toward sustainable practices, I’d highlight how sustainability drives long-term profitability and risk reduction. Present data showing the financial benefits of energy efficiency, resource conservation, and regulatory compliance. Additionally, I’d start with small, impactful changes that demonstrate immediate value, helping to shift mindsets. By framing sustainability as a strategy for future growth, I can align their goals with a broader vision of long-term success.

To shift conversations toward long-term sustainability gains in a company focused on short-term goals, highlight examples of businesses that achieved both. For instance, IKEA invested in renewable energy and saw immediate cost reductions, while future-proofing against rising energy prices. Present data that links sustainability to reputation and market positioning, like how Unilever's sustainable brands grew 69% faster than others. Emphasize how short-term actions, like switching to energy-efficient lighting, deliver quick returns while laying the foundation for long-term savings. By framing sustainability as a win-win, you can align both short- and long-term priorities.

The challenge of short-termism is not unique to sustainability—it’s a hurdle in any strategic or transformation initiative, where results often don’t materialize on a quarterly timeline. Short-term thinking can hinder an organization’s growth and evolution. The key is in the framing. Smart sustainable practices should be presented as investments that drive success by enhancing products and services or employee and customer outcomes. Some initiatives deliver immediate financial benefits, while others build long-term value. Leaders should aim for a balance of practices that offer both short- and long-term gains, demonstrating that sustainability creates value across time horizons, building a robust program.