This word means many different things to different people. It’s become the buzzword for anyone involved in the impact space, for the environment and/or social justice.

But what does it actually mean? For those in the space, it’s the by-word for the environment and social justice. For a CEO, it’s about the survival of the business over the long term. For stakeholders, however, it has a myriad of different meanings. The dictionary definition of sustainability is: 
the quality of being able to continue over a period of time: 

the long-term sustainability of the community

It has also taken on a newer meaning: 
the quality of causing little or no damage to the environment and therefore able to continue for a long time: 

the company’s commitment to environmental sustainability

So, to be a ‘sustainability officer’ could mean a good many things. The meaning is evolving and it is continuing to evolve.

The Paris Agreement

Ten years ago, shortly after COP21 in Paris, where a landmark agreement was reached to tackle the climate crisis, it was made clear that immediate action was needed. The word sustainability heralded a new wave of sustainability consultants and teams within corporates. There was a transition from CSR to ESG reporting.

We were warned 10 years ago. We were warned about the temperature rising, about the tipping points that the scientist conservatively thought might be coming our way. The United Nations Sustainable Development Goals were created, providing some broad guidance on how to create a positive impact. 

What has changed?

Fast forward to today. Not that much has changed. It’s very much business as usual. The word ‘sustainability’ has become tired jargon. The fossil fuel companies, well known to be the main contributors to the climate crisis make alarming profits, even as conflict escalates in the Middle East. We are currently amid summer heatwaves and wildfires in Europe, with flooding and freak storms plaguing Asia. This is no longer just a climate crisis. It is a polycrisis. It is affecting so many people’s lives all over the planet in some way or other. It extends into every policy, every aspect, every business plan or transition plan that exists.

This is why the term ‘sustainability’ is no longer appropriate. The risks to people and to businesses are too often caused by the polycrisis. The word ‘sustainability’ has been used to silo the CSR or ESG divisions of any company for too long. Sustainability weighs in heavy on so many companies’ annual reports. They factor in the polycrisis not out of care, but because any company with a future strategy has to. 

A new vocabulary is needed

We need to find a new vocabulary for these crises ridden era. It’s clear that a universally meaningless word such as ‘sustainability’ is not enough. 

When organisation publish their impact, this too, has evolved. Where once, there were brazen promises to reach net zero in no time at all, now, they are holding back.

Have we entered the era of truth when it comes to impact messaging? Sure, promises are now less brazen, in fact, they have been reined right back. But truthful? Not yet. There is an awareness of greenwashing, so people are being more wary. 

Greenhushing

Is it straying into greenhushing (the act of remaining silent about your impact)? With the anti ‘green’ rhetoric coming from Trump’s United States, this is certainly the case with US organisations. Yet in Europe, it still matters, so organisations will not shut up. The data is still published, but with no humility. No admission of failure. This wouldn’t look good. Or, perhaps such a fresh, honest approach would earn respect.

Take Patagonia. The paragon of an organisation built around its impact. Patagonia opens its 2025 Work in Progress Report with a bold statement: “Nothing we do is sustainable.” Not a caveat. The truth. It comes with a heavy dose of humility.

The ‘why?’ matters

Think about ‘why’. Why are you really saying anything? Is it so that your stakeholders will hold you in a better light? Or that your investors will be rest assure that there is a future for your organisation? Finding out the real ‘why’ about what you are saying anything about ‘sustainability’ would reveal the truth behind it.

If it is because you are genuinely concerned about the future of humanity and the planet, then you are a responsible organisation. Part of the new wave of businesses that are future focussed and set to thrive in the long term. 

Truth based reporting is the key to building authentic stakeholder engagement, attracting the right kind of investment and ensuring that your organisation can withstand the demands of short-term challenges.