Sustainability is a practice, not an end goal

This week's editor's edition is brought to you by Lindsey Walter, Founding Weeva and Head of Commercial Development at Nianova.

Dear Friends of Weeva,

Sustainability was originally defined in 1987 by the?United Nations Brundtland Commission?as "meeting the needs of the present without compromising the ability of future generations to meet their own needs". But in a rush to seem green, have businesses hollowed out the term and in doing so not just harmed the environment, but crucially their bottom line too?

The uncertainty that we've seen over the past two years, is not going away overnight. So let's be clear: genuinely sustainable practice matters, now more than ever, for business success. And if you're not in it for tree-hugging warm fuzzies, think of it as risk mitigation by another name.

What does it really mean to be 'sustainable', and how can we ensure this isn't a passing fad but a practice we welcome into our day-to-day business operations?

Sustainability is a practice, not an end goal.?Sustainable action is ongoing and evolving, not a stagnant state of being. By embedding the smallest of behavioural changes into everyday operations, we can create smarter and more resilient businesses which also have a positive net impact. But if a business's sustainability credentials remain a mere marketing gimmick, any quick returns will end when the fa?ade?drops, and without an entrenched sustainability practice, your business risks being left behind.

Sustainability goes beyond measuring waste, water, and energy usage (which, of course, are still important); it includes the treatment of your employees, respect for local rights and traditions, and tracking the provenance of your supply chains. The good news is where you start is up to you, and even the smallest step can contribute to a more resilient and nimble business model.?

It can seem daunting to go at this alone, especially if sustainability has not historically been part of your operating model, so we are asking the travel sector to partner with us, Weeva, on this journey. Just like our namesake, the weaver bird, which weaves its intricate nest from leaf fibres, we understand the interconnectedness of operational decisions that make up a business. We will work with you to make even the smallest of those measures more sustainable.

Now more than ever, it boils down to the fact that sustainability practices within a business will be what support and sustain communities and industries – especially if we?follow Brundtland's definition and pave a better path for future generations. So let's just start; your bottom line can thank us later.?

?Onwards and Upwards!

Lindsey Walter,

Founding Weeva. Head of Commercial Development, Nianova.