Nowadays, companies are faced with ever-changing and dynamic markets that, given the last three years, have been able to completely overturn pre-existing paradigms. This led, globally, to the exponential growth of a narrow slice of the market while, on the other hand, it has caused the inexorable demise of businesses now considered obsolete.
It is no random event that, in parallel with the increase of online transactions in both the Consumer and Business markets, we have witnessed the degradation of all business models too anchored to the paradigms of the past. The change was certainly strong and sudden and today, at least three years after its trigger, the world seems to have learnt the most important lesson: nothing is meant to last forever.
We are especially referring to the matter of renewable energies which, for too many years, have occupied a marginal role in our society. Today, things have changed, and the global market seems to reward those companies that continue to bet on sustainability.
Talking about sustainability does not only mean thinking about the environment
Today, the concept of sustainability embraces a wide variety of issues, even though is primarily and closely linked to environmental issues. As a matter of fact, the main goal of making sustainable choices in business is to ensure a commitment to environmental protection, given the urgency of protecting natural resources.
In essence, sustainability, as explained in the dictionary, is the set of behaviors and decision-making processes that aim to conserve the resources available today to preserve them for future generations tomorrow. For companies, this concept is applicable in many different decision-making areas, ranging from administrative management to the incorporation of new resources.
Namely, when a company adopts a sustainable approach, it means that it will comprehensively take care of its future and, therefore, of the longevity and continuity of the company, as well as the responsible use of its resources.
All-round sustainable companies: looking after reputation or taking a stand?
When we talk about all-round sustainability, therefore, we refer to the ability to manage a business taking decisions aimed at preserving its continuity even through adversities.
This is reflected both in the adoption of environment-friendly infrastructures and communication or supply networks, and in the efficient internal management of company assets already acquired or to be acquired.
Clearly, other variables also come into play, such as reputation, which is often intended in negative terms when associated with renewable energy and sustainability. It is no coincidence that for many years there has been talking of the phenomenon of green washing, a kind of pro-customer servility in which companies only show a sustainable face while not actually being sustainable themselves. What the markets are asking to those who run a commercial organization, whatever it may be, is not to invest in pro-environmental communication, but rather to take a stand, especially in terms of renewable energies.
Carbon neutrality: institutions move towards zero emissions
For all these reasons, the entrepreneurs who are most attentive to market developments have realized that institutions have, for many years now, been initiating an epochal change completely or almost completely eliminating the harmful emissions caused by traditional energy sources.
In more specific terms, we are speaking about Carbon Neutrality, a revolution that will invest markets of any kind, from mobility to communication, going through industrial, manufacturing, and agricultural sectors. For example, in Europe this objective will be fixed for 2030 and, for many years now, member States have started an intense phase of ecological conversion in support of renewable energies.
This will certainly be a long and hard process, impaired by resistance and technological progress that, of course, still requires its own testing and validation time. However, a careful entrepreneur knows that the decisions he makes today will have consequences both in the immediate future and in the long term. Therefore, today may already be the last window of opportunity to seize to reorganize one’s company; to keep up with the changing times and to stand, definitively and consistently, in favor of the transition towards renewable energies.