Sustainability now more than ever

How sustainability, when properly understood, makes the economy of the future profitable

At a time when ecological challenges, economic uncertainties and global crises increasingly go hand in hand, sustainability is becoming an indispensable success factor. Change and transformation are economic imperatives. Forward-looking, innovative action requires courage, while a relapse into old, seemingly safe behaviours can currently be observed.

Companies that see sustainability as a strategic guideline not only ensure long-term growth, but also stable competitive advantages – even in a volatile market environment. Sustainable strategies, coupled with the right attitude and heightened awareness, form the basis for a future-proof and profitable economy. The current backsliding on sustainability issues may be socially and psychologically explicable in view of the difficult economic conditions, but it is precisely now that we need to be vigilant and sharpen our sense of leadership.

Sustainability starts in the mind

For a long time, sustainability was considered an isolated topic, often delegated to environmental departments and viewed purely as a cost factor. Today, however, it forms the basis for sustainable business models. Resource efficiency, circular economy and ethically responsible action reduce operating costs, open up new markets and strengthen relationships with investors and customers. Companies that actively shape the change benefit from increased innovative strength and long-term stability – even in economically difficult times.

The starting point for any sustainable transformation lies in thinking – especially in decision-makers. Our brains are evolutionarily programmed for short-term success. This tendency often hinders sustainable investments and long-term visions. Successful leaders therefore question old thought patterns and establish a new, future-oriented mindset. Only by doing so can they be authentic role models and motivate their entire organisation to act sustainably.

Traditional business models are often based on quick wins and immediate successes. In a world where resources are becoming scarcer and ecological risks are increasing, this approach is no longer appropriate. Companies that invest in sustainable business models focus on long-term goals and thus create a solid basis for growth – even if the immediate economic benefits are not immediately apparent. This change of perspective requires courage, foresight and a willingness to rethink entrenched structures. A ‘now-more-than-ever’ mentality and consistent action are needed right now.

Added value through sustainable strategies

The integration of sustainable principles leads to innovative business models that go far beyond traditional profit maximisation. Concepts such as the circular economy, in which waste is used as a new resource, or integrated supply chains that meet strict environmental and social standards, open up new perspectives for companies. They optimise internal processes, open up additional markets and strengthen ties with customers and investors – a clear competitive advantage in uncertain times. Establishing these models requires transformative thinking that goes beyond regulation.

Modern technologies and digital innovations play a crucial role in sustainable transformation. Big data, artificial intelligence and modern analytical methods make it possible to optimise processes and use resources more efficiently. However, these technologies can only deliver their full benefits if they are embedded in a clearly defined ethical and sustainable framework. Managers must ensure that digital tools serve sustainability and thus pave the way for a future-oriented business strategy.

Making sustainability tangible

A key success factor for a sustainable transformation is the emotional connection of employees to the corporate vision. Sustainability must not be perceived as an abstract concept, but must be tangible and inspiring. Authentic storytelling, clear visions of the future and a corporate culture based on transparency and trust help to reduce fears and inspire the entire team for change. Such a lived corporate culture creates space for continuous innovation and strengthens internal cohesion. It also strengthens the internal cohesion – and thus the resilience of the entire company in times of change.

A sustainable transformation begins not only with strategic measures and technological progress, but above all with the inner attitude and awareness of each individual. A clear, ethically sound attitude – both on a personal and corporate level – is the engine for sustainable action. Managers who communicate their values authentically and make them visible in their actions inspire their employees to take responsibility and think outside the box. At the same time, a heightened awareness of ecological and social interrelationships promotes understanding of the importance of sustainable business models. With a clear attitude and a deeply rooted awareness, risks are minimised and innovation potential is released, contributing significantly to corporate success.

The current backtracking on sustainability issues

Recently, there has been a noticeable backtracking on sustainability issues – a phenomenon that can be observed time and again in challenging times. In economically and politically uncertain times, some companies and decision-makers increasingly resort to tried and tested short-term measures instead of consistently implementing sustainable strategies. However, this step backwards endangers the long-term innovative strength and resilience that sustainable business models offer. Instead of using sustainability as a strategic reserve, there is a risk of a shift towards tried and tested but less forward-looking concepts. All too often, necessary changes are introduced much too late or only when markets have already collapsed. This makes it all the more important not to lose focus and to firmly anchor sustainable principles in the company’s day-to-day operations.

Economic pressure is forcing companies to rethink outdated structures and to see sustainable solutions as a long-term investment in the future – a crucial step in emerging from crises stronger than before. ‘Sustainability now more than ever’ is a clear call to action for all decision-makers to actively shape change. It is essential to overcome traditional ways of thinking, to promote innovative approaches and to consistently integrate sustainable strategies into everyday business. Companies that take this path not only secure economic advantages for themselves, but also make an important contribution to social and ecological progress. Change requires courage, determination and the willingness to invest in a sustainable future, even in uncertain times.

Shaping a sustainable economy

The integration of sustainability into corporate strategy is much more than just a buzzword – it is the key to a resilient, innovative and profitable future. Leaders must lead the change, develop innovative business models and foster a corporate culture based on clear attitudes, deep awareness and long-term commitment. Especially in economically challenging times and in the face of global crises, it becomes clear that sustainability is not just a strategic reserve, but a key building block for business success.

The time to act is now. With a sustainable mindset, clear visions and the courage to leave the beaten track, sustainability will become the driving force for a future-proof and profitably structured economy – for the benefit of companies, their stakeholders and society as a whole.

Notes (parly in German):

The future congress Leading Transformation will take place online from 8 to 10 April 2025. On 9 April 2025, Dr Maria Hoffacker will speak about “Nachhaltigkeit beginnt im Kopf – Warum gelingt echte Transformation nur mit Haltung und Bewusstsein?”

Do you want to develop your leadership personality and learn the future skills for leadership? Then we would be happy to recommend the master class: Be a Future Leader by Dr Maria Hoffacker. If you are interested, simply arrange an initial consultation.

You can also find more on this topic in the book Nachhaltigkeit beginnt im Kopf, which was published by Haufe in 2024.

Dr Maria Hoffacker has published another post on the t2informatik Blog: