The Business of Sustainability: Why It's a C-Suite Conversation
Photo by Javier Gibert on Unsplash
Author: Kim Renshaw, Senior Advisor, Sustainable Brands Aotearoa
For New Zealand businesses competing on the global stage, purpose/value/ESG are becoming non-negotiable. Sitting at the bottom of the world, we've got to work smarter, our distance from markets means we can't compete on volume or price – we have to lead with value. But now, our trading partners aren't just asking about quality and price; they're demanding evidence of value, purpose and sustainability practices across the entire supply chain.
The plethora of international regulations and reporting requirements aren't feel-good initiatives, they're market access requirements that will determine whether your products make it onto shelves. For Kiwi exporters, sustainability isn't a nice to have: it's a right to operate.
This is where the C-suite comes in. CEOs, CFOs, and Chiefs of Strategy are the ones who shape business models, allocate capital, and make the hard calls about where to invest in the business. So if we want our kiwi businesses to be protected against and to be able to manage business disruption, then our c-suite execs must be across the business value of sustainability and how things are playing out globally.
Brands are already pivoting. Instead of seeing sustainability as a cost centre, they're using it to develop high-value products that command better margins, finding that when you build sustainability into your business model, you end up with a better business. This means more efficiency, more innovation and more attraction to customers who'll pay a premium for purpose-led products.
Photo by Jason Leung on Unsplash
But we can’t do this alone. New Zealand's export success depends on collaboration across entire value chains. When offshore markets demand carbon footprint data, that means working with suppliers, logistics partners, and distributors. When they want proof of sustainable practices, that means sharing data and aligning standards across the industry.
The businesses getting ahead aren't just measuring carbon, they're measuring value creation. They're asking how sustainability initiatives drive efficiency, inspire innovation, engage staff, and build brand value. They're finding that business models that are prioritising value, deliver better returns, not despite being sustainable, but because of it.
This isn't about ticking boxes, it's about developing robust business models that can weather disruption and seize opportunities in our rapidly changing world. It's about understanding that sustainability and profitability aren't tradeoffs, they’re the same conversation.
For Kiwi businesses, particularly exporters, getting this right is critical. We have always punched above our weight in innovation and adaptation. We've got the knowledge, the agility, and the collaborative spirit to turn sustainability into competitive advantage. But it needs to start with leadership.
Join us at The Value of Purpose this May to connect with other business leaders who are turning sustainability into opportunity. Learn how purpose drives profit, through insights showcasing the “how” and discover practical tools for measuring and communicating value.
