Getting Strategic About Sustainability.

Companies often overextend themselves when it comes to sustainability by addressing too many issues at once, leading to scattered efforts that fail to generate a meaningful impact. In this article the authors introduce a framework leaders can use to better focus their sustainability strategies. It consists of four lenses: the business value lens (what affects our bottom line?), the stakeholder influence lens (what are people trying to tell us?), the science and technology lens (what does the data tell us about our impact and future?), and the purpose lens (what do we stand for?). Each lens uses different types of data and methods of inquiry, and each brings a particular set of issues into focus. Companies should invest in, innovate around, and build strategic coalitions for issues that fall at the intersection of all four lenses. Applying these lenses will help leaders balance external pressures with internal priorities and objective data with stakeholder perceptions. The framework allows leaders to more effectively allocate resources to achieve meaningful sustainability outcomes. The authors use the example of Keurig Dr Pepper to illustrate the framework. [ABSTRACT FROM AUTHOR]