Why should I invest in sustainability?

4 Minutes
Investing in sustainability is not just a moral imperative but a strategic one.

In the current global business environment, sustainability is not merely a trend but a vital component of long-term success. As the world grapples with unprecedented challenges, from climate change to social inequality, businesses have a crucial role to play in driving positive change.  This article provides a comprehensive overview of the opportunities and challenges businesses face in investing in sustainability, focusing on four key areas: the digital economy, cooperative startups, the energy industry, and Customer Relationship Management (CRM) platforms. By understanding the nuances of these areas, business leaders can make informed decisions that not only benefit their organisations but contribute to a more sustainable and resilient future.

Digital Economy and Sustainability

The digital economy presents a plethora of opportunities for businesses to adopt sustainable strategies and develop sustainable products. Digital technologies enable the development of renewable energies and sustainable technological solutions, smart cities and sustainable urbanisation, and sustainable consumption1. For instance, digital technologies can facilitate the development and implementation of renewable energy solutions, such as smart grids that optimise energy consumption and reduce waste. Additionally, digital platforms can promote sustainable consumption by providing consumers with information about the environmental impact of their purchases and offering sustainable alternatives. A company can use digital technologies to develop a smart grid that optimises energy consumption by automatically adjusting the power supply based on demand, thereby reducing energy waste and carbon emissions or a city can use digital technologies to develop a smart transportation system that reduces traffic congestion and emissions by optimising traffic signals and providing real-time information to commuters.

However, despite these opportunities, the digital economy also presents several challenges that can hinder efforts to achieve sustainability goals1. The rapid development and adoption of digital technologies lead to a significant increase in electronic waste (e-waste), which can have detrimental effects on the environment. Additionally, the operation of digital technologies requires a significant amount of energy, which can lead to increased carbon emissions. Other challenges include the digital divide, job insecurity, growing monopolies, and data protection concerns.

Cooperative Startups

Another avenue for investing in sustainability is through cooperative startups, a hybrid business model combining startup and cooperative models. This model is characterised by the management of investments and economy democracy while boosting innovation and handling competence2. Cooperative startups can adopt sustainable strategies that align with their values and goals, and members of the team have a say in the decision-making process, which can lead to more democratic and sustainable decisions. Additionally, cooperative startups can focus on long-term performance rather than short-term profits, which can lead to more sustainable outcomes. For example, a cooperative startup can use crowdfunding to raise capital for a new sustainable project, thereby reducing its dependence on traditional forms of financing, such as bank loans.

However, cooperative startups also face several challenges that need to be addressed to achieve business success2. Developing a sustainable strategy that aligns with the values and goals of all members can be challenging, and managing a team with diverse backgrounds and opinions may lead to conflicts. Additionally, accessing alternative forms of financing can be challenging for cooperative startups, as they may not have a track record or collateral to secure financing. Other challenges include measuring and evaluating performance, and fostering innovation due to the collaborative nature of the model.

Energy Industry

The COVID-19 pandemic has had a profound impact on the global economy and the energy industry, a critical component in powering the world's economies and societies. The pandemic has led to several sustainability challenges for energy companies, such as reduced energy demand, supply chain disruptions, workforce reductions, and a shift in the energy mix3. For example, the reduction in energy demand due to economic slowdowns and changes in consumer behaviour can provide an opportunity for energy companies to invest in sustainable energy solutions. Additionally, supply chain disruptions caused by the pandemic can provide an opportunity for energy companies to re-evaluate their supply chains and invest in more sustainable and resilient alternatives.

However, the reduction in energy demand can also lead to decreased revenue for energy companies, making it challenging to invest in sustainable energy solutions3. Additionally, supply chain disruptions can make it difficult for energy companies to access the necessary materials and equipment to invest in sustainable energy solutions. Other challenges include the impact of workforce reductions on the ability to invest in sustainable energy solutions and maintain sustainable practices, and the shift in the energy mix leading to some countries reducing their reliance on fossil fuels due to lower demand, while others may rely more heavily on fossil fuels due to reduced renewable energy production.

Customer Relationship Management (CRM) Platforms

CRM platforms are widely used as tools to help organisations streamline processes, develop customer relationships, increase sales, enhance customer service, and boost profitability. Selecting a suitable platform is crucial, especially for small and medium-sized enterprises (SMEs)4. CRM platforms can help businesses manage their contacts more efficiently, leading to better relationships with customers and stakeholders. Additionally, CRM platforms can facilitate collaboration across teams, leading to more efficient and sustainable operations. Other benefits include heightened productivity, empowered sales management, accurate sales forecasting, reliable reporting, improved sales metrics, increased customer satisfaction and retention, and boosted marketing ROI.

However, selecting a suitable CRM platform that aligns with the business's needs and goals can be challenging, especially for SMEs4. Additionally, integrating the CRM platform with existing systems and processes can be challenging and may require significant time and resources. Other challenges include data protection concerns, the cost of implementing and maintaining the CRM platform, and ensuring user adoption and effective use of the platform.

Investing in sustainability is not just a moral imperative but a strategic one. As this article has outlined, there are significant opportunities for businesses to drive sustainability in the digital economy, cooperative startups, the energy industry, and through CRM platforms. However, these opportunities come with challenges that require thoughtful consideration and strategic planning. For CEOs and CFOs, the task is to navigate these challenges with a clear vision and a commitment to long-term success. By doing so, businesses can not only contribute to a more sustainable and resilient future but can also unlock new avenues for growth, innovation, and competitive advantage.

By understanding and addressing these challenges, businesses can make more informed and sustainable investment decisions.


  • Rosário, A., & Dias, J. C. (2023). The New Digital Economy and Sustainability: Challenges and Opportunities. (1)
  • Sánchez-Robles, M., Saura, J. R., & Ribeiro-Soriano, D. (2023). Overcoming the challenges of cooperative startups businesses: insights from a bibliometric network analysis. (2)
  • Ahmadi, A. (2023). Microsoft Customer Relationship Management for Small and Medium-Sized Enterprises: Challenges and Opportunities. (4)

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