What MAMA understands by sustainability.
In essence, sustainability means living from the “interest” generated by the planet Earth rather than constantly consuming new resources from it. In order that both today’s generation and those to come are able to at least maintain the same qualitative living standards.
For MAMA sustainability is:
1. … the better business model because from the very beginning a company has to consider more factors than just economic ones in order to succeed. Ecological aspects are included here such as how to structure your own carbon footprint as well as further key points like energy efficiency and environmental standards (ISO 14001) – all of which also impact on the suppliers and customers of course.
Likewise, social aspects also enter the equation here: The attractiveness as an employer, a company with a sense of social responsibility, all of the gender issues and so on.
In this way a company becomes attractive for its employees who (in my opinion) are then more motivated and thus more willing to perform and work hard.
Sustainable companies are more resistant to crises and achieve more consistent development – without striving for short-term profit maximisation yet clearly focused on their long-term direction.
2. … a significant competitive factor because customers are paying increasing attention to this subject in their purchasing decisions. In this way discussions about prices are often superfluous and the customers for their part are able to use the subject of sustainability for their own reputation and image. Fact is: Whoever does not go with the times here will be punished by the market.
Furthermore, sustainable companies are attractive for well educated people – as a preferred employer. And this represents a clear USP when compared to the usual employers.
3. … quality management because the products are produced and the operative processes trained in accordance with the latest standards. Sustainable companies are already adopting future developments today. In this way such a company will not experience any unpleasant surprises in the future as a result of excessive recall actions or even suffer a loss of image. And not least, the Web 2.0 or 2.5 which we have already reached is providing a range of options that permits the communication of products and their quality to occur almost in real-time and to concentrate these communication options especially against companies engaged in corporate wrongdoing. The major benefit here: This communicative power can also be used positively in a targeted manner.
4. … risk management and long-term corporate security. Sustainable companies have to deal very intensively with processes both internal and external in order to optimise their internal environmental sustainability areas especially, and this is then capable of impacting on their external processes (suppliers, customers). Forward thinking saves costs, protects your liquidity and secures your company’s long-term success in addition to protecting you from unwanted surprises. A good example here is the current major disaster at BP. Its extremely expensive PR campaign over the last few years (bp = beyond petroleum) is now for nothing, billions are being consumed, its image is seriously tarnished and it is being viewed increasingly as a risk.
5. … is innovation because the sustainable company is signalling that it is prepared to face change and accept new challenges. Its level of innovation proves this, and it also proves that the management has recognised the sign of the times before the others and is reacting in a prompt, timely manner. The result of this is improved confidence and an enhanced reputation.
6. … corporate responsibility because the objective is not just short-term profit maximisation with all the risks it entails (see above), but that off-balance sheet aspects also play a role in the company’s management and development. Sustainable companies are right at the heart of society, enjoy acceptance and act in a responsible manner also with regard to sponsoring and their commitment to society. Here at MAMA we clearly identify where for instance, in addition to the obvious benefits, the more extensive positive consequences for the world are when a sustainable project is implemented.
7. … equality between the generations because the aim is not to exploit but rather to preserve. And to also give the generations to come the opportunity to live out their passions and be able to satisfy their needs – which represents a proactive living contract between the generations.
