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Given the strong reliance on fossil fuels like coal, oil, and gas, the growth of the global economy has led to increased greenhouse gas emissions, particularly carbon dioxide (CO₂). The concentration of carbon dioxide in the atmosphere is now more than 50% higher than pre-industrial levels and is increasing at record speeds. As a result, the world is increasingly encountering intense droughts, water scarcity, destructive fires, rising sea levels, flooding, melting polar ice, catastrophic storms, and declining biodiversity.

Against this backdrop, determining how to balance economic growth, energy security, and

environmental protection has become a worldwide problem. In the meantime, sustainability challenges have significant social impacts, including forced migration, unequal distribution of essential resources, widening inequality, and growing public health issues.

Becoming a mandate rather than a choice, sustainability has become essential for ensuring the well-being of future generations, preserving our planet’s resources, and fostering a balanced relationship between economic growth, environmental protection, and social equity.

Sustainability is seen as a crucial responsibility

Developing a green, low-carbon, sustainable society is an obligation all governments and industry leaders must shoulder, and green transformation provides an opportunity that must be seized without delay. By integrating sustainability, enterprises not only contribute to a healthier planet but also position themselves for long-term success by reducing operational costs, enhancing their reputation, fostering loyalty among environmentally conscious customers, and encouraging innovation.

Additionally, governments can guide societies toward a sustainable future by taking a proactive and collaborative approach. Enterprises can scale sustainability by embedding it into their core business strategies and operations while leveraging innovation, collaboration, and leadership. On the other hand, addressing sustainability challenges requires a holistic approach that considers not just environmental and economic factors but also the social implications and needs of diverse populations.

In parallel with this imperative, the corporate sustainability landscape is evolving: targets that were set over the past years need to be tied to feasible strategies; environmental, social, and governance (ESG) materiality remains dynamic and requires organisations to consider new topic areas; and the regulatory landscape is tightening.

According to IDC’s Worldwide CEO Survey 2024, meeting ESG goals and requirements has emerged as the top business priority for CEOs in 2024. However, since sustainability transformation is often more complex than initially anticipated, it must be viewed as a marathon rather than a sprint. While sustainability transformation is gaining strong traction across the Middle East, Türkiye, and Africa (META), many organisations are still in the initial stages of sustainability maturity.

How sustainability creates business value

Forward-looking organisations see an opportunity to leverage their sustainability initiatives as a way to create business value. This requires embedding sustainability data into existing operations so it becomes a factor in business decisions, much like cost considerations.

As this becomes more common in organisations, functional leads will take greater responsibility for meeting sustainability objectives in their respective areas, and the CSO role will become more of an orchestrator of sustainability activities across the organisation. According to IDC FutureScape: Worldwide Sustainability/ESG 2024 Predictions, companies that are most advanced in terms of sustainable business transformation (~10–20%) will have sustainability embedded across their organisations, with CSOs only having a coordination role.

Technologies for sustainability, often integrated with smart systems and innovative practices, play a crucial role in addressing global environmental challenges. Renewable energy technologies harness energy from natural processes that are continually replenished. These technologies aim to reduce reliance on fossil fuels, decrease greenhouse gas emissions, and promote sustainable energy. Energy efficiency technologies are designed to use less energy while delivering the same or improved level of service. These technologies not only lower energy consumption but also reduce costs and greenhouse gas emissions, contributing to sustainability.

Sustainable transportation technologies aim to reduce environmental impact and enhance efficiency in the movement of people and goods. These technologies collectively contribute to reducing greenhouse gas emissions, enhancing energy efficiency, and promoting a more sustainable transportation ecosystem. Waste management and recycling technologies focus on minimising waste, maximising resource recovery, and reducing environmental impact. These technologies are integral to creating more sustainable waste management practices, reducing landfill use, and promoting a circular economy.

How to get started

Implementing sustainability in business is not just an ethical choice; it is a strategic approach that aligns with market trends, regulatory demands, and consumer expectations, ultimately leading to long-term success and resilience. It involves integrating environmentally and socially responsible practices into operations, culture, and strategy. By embedding sustainability into the core of business, organisations can create long-term value, reduce

environmental impact and improve community relations while meeting the growing expectations of customers and investors.

Organisations need a comprehensive sustainability strategy that outlines how an organisation will integrate sustainable practices into its operations, culture, and decision-making processes. Almost all the organisations that responded to IDC’s Worldwide Sustainability Readiness Survey 2024 now recognise sustainability as a strategic priority. Such a strategy should balance environmental, social, and economic goals, ensuring long-term viability while addressing the needs of stakeholders and the planet. Developing a sustainability strategy involves a structured approach that aligns with an organisation’s values and goals.

The future of sustainability is full of opportunities for innovation, economic growth, and societal transformation. Organisations that invest in green technology, promote resource efficiency, and develop solutions for climate resilience will be well-positioned to thrive in a sustainability-focused world. As consumers, investors, and regulators increasingly prioritise sustainability, these opportunities represent not only growth potential but also a pathway to a more sustainable and equitable global economy.

Learn how to unlock the business value of sustainability when you download this eBook, .