Why Proactive Sustainability Is Smart Business

For years, sustainability has been treated as a compliance requirement — a box to check, a cost to contain or a marketing strategy. But as we approach 2030, and with most industries behind pace on net-zero goals, it’s time to rethink the role sustainability plays in business.

I see sustainability not as a regulatory burden, but as a strategic opportunity. It goes beyond reducing harm — it's about creating value. Whether through operational efficiencies, talent retention, regulatory readiness or community impact, proactive sustainability is a smarter, stronger and ultimately more resilient way to run a business.

Rather than trying to chase that benchmark, companies should be proactive about their sustainability; there are so many upsides to doing so.

Shifting the Mandate

The sustainability mandate is evolving. Compliance alone is no longer enough, and in many cases, compliance programs are outdated before the ink even dries. States like Massachusetts have raised the bar over the past few years with the Next-Generation Roadmap Law, requiring businesses to stay agile and future-focused, driving proactivity in response to a shifting sustainability landscape.

But while public policy creates pressure, the real pivot must come from within. Giving up old habits isn’t easy, but our mindset around waste and materials is evolving fast — companies that adapt can thrive, while those that don’t will falter. It’s tempting to fall back on legacy practices like cheap single-use plastic disposal, inefficient systems and reactive responses. But that’s yesterday’s playbook. Today’s leaders must embrace a forward-thinking mindset to stay ahead of regulation while unlocking the full strategic upside of sustainability.

Internal Wins Build Momentum

Change doesn’t have to start with sweeping reinvention. It starts with small, internal wins, such as tracking energy use, reducing waste or optimizing material usage. One of the first things a company should put in place is a data-gathering and reporting framework. Set the baseline now so you can say, “Here’s where we started, and here’s how far we’ve come.” When you put measurable systems in place and set clear baselines, you create accountability and room for innovation.

At Triumvirate, we pioneered sustainable plastics recycling with our subsidiary, BestPLUS. Allowing us to turn recycled medical plastics into durable lumber for use in raised garden beds, bike racks, picnic tables and the like. For us, it’s about giving new life to materials and building value from what would otherwise be discarded, not just about reducing landfill waste, and in doing so, we are proactive in sustainability even as regulations change.

That kind of internal leadership ripples outward. When employees see your company prioritizing sustainability, it fosters a strong internal sustainability culture. When customers see it, it builds trust and loyalty. And when stakeholders see it, it creates long-term confidence in your direction. These are the benefits you can gain when baking sustainability initiatives into an overall business stance and building resilience.

More Than Reputation

The operational benefits are real and measurable.

Companies that embed sustainability into their operations often experience lower operational costs, especially as they streamline energy and resource use. According to a 2025 survey, 67% of business leaders with sustainability very integrated into their core business strategies reported growing sales, and 65% reported increasing efficiencies and reducing costs. There are also state-level incentives for early adopters of sustainability initiatives in energy optimization and HVAC system upgrades, which make upfront investments more manageable.

Then there’s the workforce impact. Employees want to work for companies that reflect their values. We’ve seen firsthand how prioritizing sustainability boosts employee retention, enhances recruitment efforts and energizes teams with a sense of shared purpose.

Finally, proactive sustainability makes your company more resilient to change. When supply chains get disrupted or policies change, forward-thinking companies are already prepared. They don’t scramble to catch up because they’re already compliant, already efficient and already communicating their wins.

Extending Sustainability to Communities

Every business has the opportunity and responsibility to extend sustainability outward into the communities they serve.

Take extended producer responsibility (EPR), for example. It’s gaining momentum in policy circles, with states like Massachusetts launching commissions to study how producers can better manage their environmental footprint. But business leaders don’t have to wait for mandates. Businesses can lead by designing products, packaging and processes that are sustainable by default.

When sustainability becomes part of your brand DNA, you empower customers and communities to take action, too. And you make it easier for them to do the right thing.

Set the Vision, Then Build the System

None of this happens without commitment at the top. For executive teams, 2025 is a natural inflection point. It’s time to set regenerative goals, make strategic capital investments and align with evolving federal- and state-level policy frameworks.

But here’s the good news: You don’t have to go it alone. There are businesses that advise organizations across industries on how to build measurable and scalable sustainability frameworks. Whether you’re just starting or already deep into the work, having the right partner can simplify the lift and accelerate results.

Proactive Sustainability Is a Growth Strategy

Sustainability isn’t yet a universal requirement, but it will be. And when that day comes, companies that have already done the work will be miles ahead. Companies that treat sustainability as a core strategic lever will see the benefits compound; they’ll realize lower costs, better culture, stronger reputation, greater adaptability and increased innovation, among others.

Start now. Identify one quick win — something visible, achievable and measurable. Use it as a foundation, then build on it with intention. Communicate your progress internally to create buy-in and externally to amplify impact.

Sustainability isn’t just good for the environment. It’s good business. And the sooner we stop treating it as a burden and start embracing it as a competitive advantage, the better off we’ll all be.

 

This article was written by John F. McQuillan from Forbes and was legally licensed through the DiveMarketplace by Industry Dive. Please direct all licensing questions to legal@industrydive.com.