Why Should You Choose Sustainability?
I define sustainability as a catalyst for innovation.
Sustainable practices naturally drive companies to develop new and improved processes, products, and business models that reduce environmental impact while increasing operational efficiency and profitability.
When organizations prioritize sustainability - by optimizing energy use, improving waste management, or selecting eco-friendly technologies - they rethink their conventional methods, which leads directly to innovative solutions that both save money and set new industry standards.
My Core Perspective
Sustainability is a strategic approach to operational excellence. By targeting inefficiencies and reducing costs through sustainable practices, companies unlock opportunities for profits without increasing sales.
Advances such as green certification standards, innovative technologies (including artificial intelligence in equipment), and specialized education are making sustainability adoption easier and more effective. This widespread implementation is fundamentally reshaping industries, improving health, safety, and environmental outcomes while creating fertile ground for innovative thinking and business transformation.
Innovation happens reliably when companies measure sustainability with clear benchmarks and KPIs (Key Performance Indicators). Tracking progress and realizing cost savings motivates organizations to continually expand their sustainability initiatives, deepening their culture of innovation.
Catalyst Mechanism
Sustainability demands change, which inherently pushes organizations to innovate—whether through new products, improved technologies, or streamlined processes.
As a catalyst, sustainability accelerates market differentiation, resilience, and leadership, giving businesses a competitive edge and the adaptability needed for future growth.
The Bottom Line
Sustainability accelerates continuous innovation, enhances profitability, and fosters industry leadership by encouraging organizations to step out of their comfort zones and engage in creative problem-solving.
Steve Ashkin is CEO and founder of The Ashkin Group; an internationally recognized consulting firm working to green the professional cleaning industry and help organizations implement effective and cost-effective sustainability programs.
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