The very idea of sustainability implies a life line of validity, reliability and invokes trust and good reputation. Sustainability is about long term balance. Financial, operational, environmental. It’s about supplying needs and supporting from below.
It applies to corporates and governing bodies, to managers, providers, public officers and governors of sorts. On its face value it’s about solidifying approaches of businesses with and term goals.
With the web 2.0 and the winds of change that put users at the center and empower them with a natural sense of entitlement, sustainability should change with it and shift its gravity to harnesses the economic and business logic for the humane. That way it will become what is now essential for businesses that want to adapt – a people centered long term strategy to management, planning and corporate identity, one that takes into account the real implications for the users, environment and society, far above and beyond the profit lines and business goals of the corporate.
People discern essence from form. They no longer fall for slogans, marketing schmoozing and election speeches. The sustainability lens is measured by the trust that organizations and officers invoke, as perceived by people. It is about the level of involvement and commitment to socially aware activities, the authenticity with regard to bringing back the humane sides and social dimensions of projects and endeavors.
Trust is built bottom up, by connecting the dots of promises and deeds, everyday small steps that show real commitment, a language that is framed in a trust inspiring way.
Even if officers forget, users and citizens remember that sustainability and accountability go hand in hand. Therefore when providers, governors and corporate leaders treat their audience as equal partners to the process and truly see the people behind the users- their future is sustained.
It takes a high personal level of integrity and authenticity to become a sustainable leader – in the corporate, public or civic world. It demands a long term responsible vision that sees the greater good and exceeds short term tenure. It involves transparency, social solidarity, accountability and ethics.
It ensures a sustainable future for both givers and takers. The people.
