Sustainability is still too often seen as a compliance burden rather than a catalyst for progress. In fact, companies are spending 43% more on reporting than on innovation, hindering real, transformative change.
Yet, if we’re to make strides into genuine progress, recapturing the spirit of innovation is essential. Companies must shift from compliance-driven to innovation-led approaches. This article explores how organisations are driving change, through unexpected partnerships, bold leadership, and a reimagining of industry norms, to turn sustainability into a force for positive change.
This article explores how lateral thinking is turning sustainability into a force for positive change, and shaping a better future in the process.
Reimagining innovation
Sustainability innovation isn’t just about tech breakthroughs; it’s about shifting mindsets. Progress can come from expanding how we think about change.
1. Rethinking value beyond ROI
Innovation doesn’t always deliver immediate ROI - and that’s okay. Viewing sustainability through the lenses of brand equity, reputation, or consumer loyalty can offer a different rationale for investing in pioneering pilot projects.
Example: Gucci’s approach to “emotional durability” prompts customers to form deep attachments to products, extending their lifespan and lowering disposal rates. This sort of design thinking fosters a deeper sense of value, creating a long-term halo around brand perception.
2. Regulation as a catalyst, not a constraint
While many CFOs shy away from new sustainability bets in times of compliance, certain regulations can fuel inventive solutions.
Example: In response to sugar taxes, Nestlé developed a patented technology that restructures sugar molecules, maintaining sweetness while reducing content. This not only ensured regulatory compliance but also positioned the company as an industry-leader in health-conscious product development.
3. Leading with conviction
Leaders have found success innovating by taking a risk and propelling an idea forward, even if the science wasn’t always there to ‘back it up’. As some companies roll back their sustainability commitments, citing a lack of technology or progress toward net zero, others are taking a different approach: bold leadership. Rather than waiting for perfect conditions, these businesses are making long-term bets, often before the solutions are fully developed.
Example: Maersk CEO Søren Skou invested 2 billion in a fleet of clean containerships without knowing where green fuel will come from back in 2018. Fast forward to today, not only have Ørsted and Yara delivered on providing green fuel but their biggest clients (Amazon, Unilever, Ikea) have all made commitments to zero-carbon logistics which Maersk will help them achieve.
4. Nature as the ultimate innovator
What if we can draw from an R&D department that’s been innovating for the past 3.8 billion years? Rather that reinventing, some companies have chosen to learn from and apply indigenous knowledge and natural equilibriums into their business ideas.
Example: Biomimicry is reshaping sustainability design. Some inspiring examples include wind turbines inspired by whale flippers, hospital surfaces mimicking shark skin to reduce bacteria spread and self-cooling buildings designed like termite mounds.
The power of collaboration
Innovation rarely thrives in isolation. The next section looks at the essential role of collaboration up and down the value chain to drive scalable, innovative solutions.
5. Frenemies
Just a few years ago, brands kept their sustainability strategies to themselves. Now, they’re realised the biggest environmental challenges require collective action.
Example: Just a few years ago, brands kept their sustainability strategies to themselves. Now, they’re realised the biggest environmental challenges require collective action.
6. Unexpected collaborations
Just like in nature unexpected pairings come together for a mutually beneficial partnership - think birds eating ticks off rhinos. There’s no reason why this can’t extend to the business world. We have seen interesting, unexpected cross-sector partnerships successfully coming together to tackle common challenges.
Example: Paving the way with nappies! Diaper producer, Nappicycle, is working with local authorities to help them meet their landfill commitments by recycling used nappies and turning these into construction materials. In return, this collaboration is enabling Nappicycle to provide a more circular product to its consumers.
7. Redesigning industries
Entire sectors are being reimagined through innovation as companies shift from traditional models to sustainable practices that address modern challenges. By leveraging advanced technologies and circular economy principles, industries are transforming supply chains to be more localised and environmentally friendly, while maintaining efficiency and scalability.
Example: Redwood Materials is rethinking the mining of metals like nickel, cobalt and lithium – a sector often rife with environmental and social challenges. Through recycling, refining and remanufacturing battery components in domestic facilities they are replacing the need to extract these raw materials from the earth. Its partnership with Toyota ensures that spent EV batteries are repurposed rather than discarded.
8. Accessible innovation
Many companies have traditionally seen innovation and patents as a means to make more profits by being the first to come up with solutions. However, if it’s a solution to a broader industry challenge that can bring collective and scalable action, should this be shared openly and made more accessible to other smaller businesses? We’ve seen some great examples where this has really worked.
Example: While their core recipe remains proprietary, Impossible Foods have published research on plant-based protein structures and hemp production, helping advance the entire plant-based food industry.
What’s next?
Innovation in sustainability tends to be thought about in terms of new technologies, but it’s more than that – it’s about new thinking. Companies that reframe value, embrace unlikely partnerships, and challenge traditional industry models will be best placed to lead in the long term. Because sustainability isn’t a box to tick. It’s a space to imagine, create, and build something better.