Advocating for sustainability: a competitive advantage

May 9, 2014 | Blogs

The role and influence of businesses and their vested interests in politics is often a concern. This Guardian article on the state of lobbying in Brussels provides a succinct summary of some of the fears and suspicions of a murky, lobbyist-filled world. George Monbiot went as far as to say that “the democratic vacuum at the heart of global governance is being filled, without anything resembling consent, by international bureaucrats and corporate executives.”

This perception is not surprising. Companies use lobbying to push forward their commercial interests. This can come at society’s expense. Whilst this is the accepted wisdom, it is only one side of the argument. And it definitely doesn’t have to be the case. I want to consider how companies can advocate for greater sustainability requirements and commitments to gain commercial advantage.

Take this very much simplified example. Imagine Company X will meet more rigorous carbon emissions targets than its main competitor. If Company X puts its weight behind a strict emissions trading scheme, it will get greater value from the work it is doing to reduce carbon emissions. Not only does this scenario boost the collective industry performance on the issue but it also serves company X’s interests. It will be the shining example of a pro-active, engaged corporate citizen, leaving the competition in its wake. Its spare allocation of carbon emissions will become an increasingly valuable asset. By linking commercial gain with benefits for society and the environment, companies can make their undoubted legislative influence a force for good.

There are some serious caveats and barriers to benevolent corporate advocacy becoming a reality. It requires the actual commitment of businesses and governmental bodies to serious changes. Businesses have a limited amount of political capital so would have to choose to pursue this route. Public perception is also crucial. Until companies can convince the masses that they can be a force for good, any interference in political processes will be met with ire and scepticism.

I’ll be surprised to ever see a newspaper article on the positive influence of corporate lobbying. But that doesn’t mean businesses don’t have the opportunity to make this vision a reality.