The Business Forecast is for Growth: Are You Ready?

As we move into 2010, analysts forecast a top-line recovery across most industries. With potentially sunnier days on the horizon after a very difficult time, businesses have to ask themselves: Are we prepared for growth?

Many businesses we speak with in our professional consulting are inspired by the positive economic forecast for the coming year, and in some cases, they are even intrigued by the recent growth in consumer and business eco awareness. However when we mention the term sustainability, particularly in business sustainability, many would-be clients simply glaze-over with a lack of understanding or disinterest in the concept. Many fail to see the connection between sustainability concepts and business growth.

For those who do make the connection, the conversation usually migrates to one of several examples of environmental or social responsible behaviors. While part of the conversation, the larger discussion of business sustainability is how to maintain economic stability “through” these sustainable actions.

Focusing specifically on the top-line potential of the forecasted recovery, there are alignment questions that need to be addressed. Our sustainability consultants often ask business leaders:

•    What are the current and future dynamics of the market?

•    How might consumers respond to sustainable offerings in the shifting economic environment?

•    Is your company aligned with the areas of forecasted growth?

•    What new market sectors might affect consumer behaviors for sustainable brands?

•    What differentiates you from the competition to capitalize on forecasted growth?

•    How are you communicating your sustainable offerings to the market?

Business sustainability is often a pursuit to understand the financial, social, and environmental effects a company’s actions have on its economic future. When market conditions and consumer behavior change, the business that succeeds is often the one that can quickly meet the challenge.

By anticipating and taking proactive steps to address change in the business world, your organization can not only capture immediate value but define itself as a business sustainability leader in its industry.