The diversity of the practice of corporate sustainability. An exploratory study in the South African business sector
| Date | 12 July 2013 |
| Published date | 12 July 2013 |
| Pages | 111-125 |
| DOI | https://doi.org/10.1108/WJEMSD-01-2013-0013 |
| Author | Lorren Kirsty Haywood,Douglas Hartley Trotter,Kristy Faccer,Alan Colin Brent |
| Subject Matter | Public policy & environmental management |
The diversity of the practice of
corporate sustainability
An exploratory study in the South African
business sector
Lorren Kirsty Haywood
Natural Resources and the Environment, CSIR, Stellenbosch, South Africa
Douglas Hartley Trotter
Natural Resources and the Environment, CSIR, Durban, South Africa
Kristy Faccer
Natural Resources and the Environment, CSIR, Johannesburg,
South Africa, and
Alan Colin Brent
Centre for Renewable and Sustainable Energy Studies,
University of Stellenbosch, Stellenbosch, South Africa
Abstract
Purpose – The purpose of this paper is to investigate the diversity of the practice of corporate
sustainability, in terms of its drivers, where it features in the organisation structure, and how it is
communicated. The authors suggest that what may be failing the global objective of sustainability
is its diversification in meaning, purpose and practice.
Design/methodology/approach – Data was gathered through a semi-structured interview process
with 11 medium-to-large South African organisations. The organisations represented the financial
services sector, the mining and industrial sector, and the food and beverage retail sector. The issues
questioned included: perspectives on the sustainability concept, the drivers of sustainability actions,
internal and external sustainability communications, profiles, and performance and strategies.
The questions involved self-ranking, but also provided for open-ended and explanatory responses.
Findings – The results emphasise that corporate sustainability remains focussed on how
organisations manage reputation risk, generate cost savings, and ensure long-term profitability and
competitive advantage. The results imply that corporate sustainability is merely a business agenda
to protect organisation profits and economic growth in a manner that is seen to be environmentally
and socially responsible.
Originality/value – The results lead to the conclusion that the diversification of corporate
sustainability purposes and practices solidifiesthe self-interest justification upon which it is based and
its largely market-oriented terms and conditions, leaving enormous potential for unsustainability.
Keywords Corporate sustainability, Sustainability drivers, Sustainability practices,
Sustainability reporting, Organizations, South Africa
Paper type Research p aper
Introduction
The World Business Council for Sustainable Development, in its outlook to 2050 (World
Business Council for Sustainable Development (WBCSD), 2010), provides a sobering
insight into the many environmental and social changes that will bring about both
risks and opportunities for business in the search for global sustainable growth.
Climate change, specifically, is highlighted as the major challenge that directly
impacts, and interacts with, all other challenges, such as (affordable) energy and fuel,
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/2042-5961.htm
World Journal of Entrepreneurship,
Management and Sustainable
Development
Vol. 9 No.2/3, 2013
pp. 111-125
rEmeraldGroup Publishing Limited
2042-5961
DOI 10.1108/W JEMSD-01-2013- 0013
111
The practice
of corporate
sustainability
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