Beyond Politics: Why Wise Businesses Persist with Sustainability
Political shifts & economic uncertainty are testing sustainability strategies. Here’s what businesses can do to turn challenges into a competitive advantage.
I was advising a client this month—a leading commercial real estate investor—wrestling with the question: "With governments turning more conservative and economic uncertainty looming, why should we still invest heavily in our net-zero strategy?" This is the new normal. Political shifts and short-term headlines can rattle confidence, but the smart businesses I work with understand that sustainability is no longer optional noise; it’s a business imperative that powers resilience and value creation in any climate.
Unless you have been fortunate enough to have been living on remote tropical island for the last couple of years you will have experienced a world of rightward shifting politics with governments adopting populist platforms and conservative (small c!) platforms. Add to these ongoing conflicts and economic uncertainty and you have the perfect set of ingredients for short-term thinking & uncertainty.
As somebody who considers themselves a sustainability expert and has been around for longer than I care to admit I’ve been used to a roller coaster relationship between business and sustainability. The last few years have seen sustainability evolve into ESG and given a business ‘makeover’. This has also coincided with a substantial increase in regulation and an explosion in the reporting burden for many businesses. I would also argue that there has been an explosion in acronyms, soundbites and a loss of focus.
Looking ahead, companies must prepare for a landscape increasingly shaped by evolving sustainability mandates, enhanced disclosure requirements, and technology-driven opportunities. Digital tools enabling real-time emissions tracking or AI-powered sustainability analytics are becoming game changers. Meanwhile, sustainable finance markets continue to expand rapidly, offering capital on favourable terms—but only to companies with credible delivery. Staying ahead means not just reacting to today’s political noise but anticipating tomorrow’s shifts and embedding agility into your strategy
We are now in a new phase of delivering sustainability performance for business and I think the ongoing changes in attitude and approach will be for our collective long-term benefit.
Any kind of sustainability strategy or programme should clearly demonstrate financial and operational value for your specific business. There is no ‘one size fits all’ approach and your requirements depend on upon the expectations of your shareholders, investors, customers and communities.
There will always be regulation and compliance requirements somewhere in the mix, but the focus should be on areas where sustainability can deliver value such as:
Revenue Growth and Innovation - Integrating climate action, circular economy, and social responsibility into business strategy drives operational efficiencies, uncovers new customer segments, and accelerates innovation
Cost Reduction and Efficiency - Adopting sustainable practices (energy saving, waste reduction, efficient resource use) can dramatically cut costs and increase margins, particularly as energy prices and supply chain risks rise globally.
Risk Management and Resilience - Sustainability strategies help companies anticipate and manage regulatory, reputational, and climate risks. With regulations fluctuating and political shifts causing uncertainty, businesses with strong sustainability frameworks are better prepared for compliance, market changes, and physical risks (e.g., extreme weather, resource shortages).
Investor, Supply Chain, and Customer Appeal - Increasingly, customers and investors require companies to disclose and improve their environmental, social, and governance performance. Many supply chains place sustainability at the heart of procurement.
Talent Attraction and Retention - Employees expect purpose and positive impact. Businesses with visible sustainability commitments attract more talented candidates and foster engagement and loyalty.
Navigating Greenhushing and Political Uncertainty - In an era where some governments are “greenhushing” or scaling back climate ambitions, sustainability remains a practical lever for business continuity and market relevance—not only a compliance issue or ethical stance.
Access to Sustainable Finance - Sustainability-linked loans, green bonds, and investment assets are forecast to exceed USD 50 trillion globally. Embedding sustainability opens new pools of capital and lowers the cost of borrowing.
My advice is to ignore the noise and focus on what delivers specifically for your business. Make sure you keep it simple, capable of being understood and easily measured.
Navigating sustainability today demands more than compliance or good intentions—it calls for informed, strategic action grounded in business realities. With a finger on the pulse of market trends and policy developments, I’m here to help clients confidently chart this course. Together, we can turn sustainability from a fraught challenge into a clear source of competitive advantage and long-term value.