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Business Communication And Sustainability: Growth

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Discuss about the Business Communication and Sustainability for Growth.




The major belief of Sustainability is to make certain that the entire obtainable resources will be managed for upcoming generations. Living sustainably is concerning life within the means of our natural systems or atmosphere and accomplishing that our lifestyle does not damage culture and society (Markard, Raven, and Truffer, 2012). The purpose of this report is to discuss about the various aspects of the sustainability and also to explore various types of innovative and new practices that can promote the same in the growth and development of the countries.

The report is related to the sustainable environment management to ensure that the growth and development taking place do not affect the natural resources and maintained for the future generations. In the recent years,  there is a growth and development in the concern for the climatic and environmental changes taking place with the increase in the poverty, disparity in the society, social inequality, etc. that altogether putted the sustainable management in the spot light (Schot, and Geels, 2008). The government of the countries, nationalities, international policy makers, cross-county people, and academics are showing their concern and promoting the same for the sustainability.

Two Aspects of Sustainable Living

There are four major considerations that are required for the process of sustainability. These aspects are termed as the pillars of the sustainability that are environmental, social, cultural and economic

The environmental aspects are related to the promotion of the knowledge related to the sustainability and to maintain the biophysical systems that are present in the ecosystem of the earth. They are related to the structure, function and operations of thee natural ecosystems. They are also related to the interactions between the natural ecosystems and the people present in these ecosystems (Akkerman, Farahani, and Grunow, 2010). The environment factors are the major planner on which the concept of sustainability depends as there is direct relation between the sustainability and environment. It is the pillar in which half of the sustainability depends. 

The other aspect of sustainability is social aspect that acknowledges that there must be equality in the society within the generations, ethnic groups and social groups. The social aspects are inclusive and related to the well being of the mental health and mentality of the human being present in the country (Wiek, Withycombe, and Redman, 2011).  The unity of the communities is based on the distribution of the fair resources. So it is very relevant that the distribution of the resource must be equal among the societies so that there is a parity and equality along the citizens of the national and worldwide.

Cultural aspects are to acknowledge the types of needs and requirements to nourish and also to share the ethics and values of the culture in which the development and growth taking place. These values and ethics represent the entire diversity to the world wide population. The cultural aspect is also related to the need of political stability so that people can express their views very freely and also feel free to participate in the process of decision making (Timur, and Getz, 2008). The process of addressing these kinds of needs help the nations to build the flexibility for the future generations.

Economic aspects are related to the relations and interactions of the individuals with the natural environment. As it is the fact that human being use natural resources form the environment  to create goods and services  for the use and to add value  in there and other’s lives. The economic aspect focuses on the use and wastage, optimization and disposal of the natural resources, etc. That may take place due to the capacity of the planet.  This aspect encourages an equal and far system of the trading that equal division of the cost and benefits of use of natural resources (Clark, Tomich, Van Noordwijk, Guston, Catacutan, Dickson, and McNie, 2016). It further tires to promote and encourage the process of creativity and innovation in the developments that ultimately leads o the sustainable future.

A model showing that how the aspects of the sustainability like social, economic, cultural and environmental are related to each other.

The main purpose of these aspects is to promote strong sustainability. There are various types of model that helps in the promotion of the same (Melville, 2010). The aim of this mode is to show that how the economy of the society is an act as a subset of the same and it is situated in the entire society.

Explore relevant innovations to ensure sustainability. It also says that the very thing present in the society and economy is situated within and they are related and entirely dependent on each other in short, there is a strong connection between the society, economy and environment. Form this, the result is that is there are any changes take place in the society, it impact the environment and the entire economy of the country (Carpenter, Mooney, Agard, Capistrano, DeFries, Díaz, Dietz, Duraiappah, Oteng-Yeboah, Pereira, and Perrings, 2009.). This is the strongest relationship present that ultimately affects the process of sustainability.

For example, the units of oceans are considered as the natural resource but get affected by the pollution and fishing that directly or indirectly affects the environment, the socio-culture aspect affect on the sea is through food harvesting that affect the culture and social behaviour (Ostrom, 2009). At last the economic impact of the tourism and fishing.


Explore Relevant Innovations to Ensure Sustainability

There is a new change to explore to the required innovations to ensure sustainability by taking steps related to the sustainability oriented innovation. It is a new aspect that helps the countries and companies to have sustainable management. According to this innovation there is appositive impact on the capital stock, encompass new ideas, found old ideas that have some new purpose, etc. It also helps to describe full range of new and innovative products so that improvement can bring (Lang, Wiek, Bergmann, Stauffacher, Martens, Moll, Swilling, and Thomas, 2012). There are many drivers of sustainability that help to explore it in a better way.

The process of sustainability is simply related to the process of innovation. The innovation take place in the society with a mind set to bring betterment and positivity in the society and country. The process of innovation can be promoted by better designs and new type of technologies that are eco friendly and do not harming the social values and ethics.

This can be achieved by exploring new learning, and bringing transparency in the corporate social responsibility   and eco friendly aspect by the   leaders of the company and country should apply all the above mentioned aspects (Vaaland, Heide, and Grønhaug, 2008).

The innovation and sustainable management related to the social and economic development that results in the technology changes and new discoveries. The key success of the sustainable development can be achieve only when these changes take place by keeping the view of future generations (Finkbeiner, Schau, Lehmann, and Traverso, 2010).  The entire solution take place for the Growth and development must be integrated with the future generation. The fact is that changes are tremendous but only if they do not harm the natural resource and future generations.

Data Collection Methods

In order to search the methods of data collection primary and secondary research of sustainability has been conducted. Some in-depth data have been extracted for the secondary ata present on the news articles, etc. as it is the fact that the secondary data provide the entire history of the sustainable management of the countries (Connelly, Ketchen, and Slater, 2011).


This report showed that sustainability has become one of the major aspect and concern for the government of the countries. Many countries and its government have decided their annual plans with and objective to achieve to achieve sustainability in their nations. This can be set as a benchmark for the other nations who still not giving priority to the sustainable development. The major aspect and the key success in the process of achievement of sustainability take place when all the groups form all the levels of management commit to apply the sustainable development in their organization. This can be initiated by the leaders and the managers of the company and also the top level management plays a vital role as they are the one who make policies and strategies related to the same.



Markard, J., Raven, R. and Truffer, B., 2012. Sustainability transitions: An emerging field of research and its prospects. Research Policy, 41(6), pp.955-967.

Schot, J. and Geels, F.W., 2008. Strategic niche management and sustainable innovation journeys: theory, findings, research agenda, and policy. Technology analysis & strategic management, 20(5), pp.537-554.

Akkerman, R., Farahani, P. and Grunow, M., 2010. Quality, safety and sustainability in food distribution: a review of quantitative operations management approaches and challenges. Or Spectrum, 32(4), pp.863-904.

Wiek, A., Withycombe, L. and Redman, C.L., 2011. Key competencies in sustainability: a reference framework for academic program development. Sustainability science, 6(2), pp.203-218.

Timur, S. and Getz, D., 2008. A network perspective on managing stakeholders for sustainable urban tourism. International Journal of Contemporary Hospitality Management, 20(4), pp.445-461.

Clark, W.C., Tomich, T.P., Van Noordwijk, M., Guston, D., Catacutan, D., Dickson, N.M. and McNie, E., 2016. Boundary work for sustainable development: natural resource management at the Consultative Group on International Agricultural Research (CGIAR). Proceedings of the National Academy of Sciences, 113(17), pp.4615-4622.

Melville, N.P., 2010. Information systems innovation for environmental sustainability. MIS quarterly, 34(1), pp.1-21.

Carpenter, S.R., Mooney, H.A., Agard, J., Capistrano, D., DeFries, R.S., Díaz, S., Dietz, T., Duraiappah, A.K., Oteng-Yeboah, A., Pereira, H.M. and Perrings, C., 2009. Science for managing ecosystem services: Beyond the Millennium Ecosystem Assessment. Proceedings of the National Academy of Sciences, 106(5), pp.1305-1312.

Ostrom, E., 2009. A general framework for analyzing sustainability of social-ecological systems. Science, 325(5939), pp.419-422.

Lang, D.J., Wiek, A., Bergmann, M., Stauffacher, M., Martens, P., Moll, P., Swilling, M. and Thomas, C.J., 2012. Transdisciplinary research in sustainability science: practice, principles, and challenges. Sustainability science, 7(1), pp.25-43.

Vaaland, T.I., Heide, M. and Grønhaug, K., 2008. Corporate social responsibility: investigating theory and research in the marketing context. European Journal of Marketing, 42(9/10), pp.927-953.

Connelly, B.L., Ketchen, D.J. and Slater, S.F., 2011. Toward a “theoretical toolbox” for sustainability research in marketing. Journal of the Academy of Marketing Science, 39(1), pp.86-100.

Finkbeiner, M., Schau, E.M., Lehmann, A. and Traverso, M., 2010. Towards life cycle sustainability assessment. Sustainability, 2(10), pp.3309-3322.


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