Sustainability: part of the company’s DNA… or just a communication strategy?
The impact we have as consumers is greater than we usually perceive.
Today, many companies talk about sustainability. Let’s not forget that the concept of sustainable development was born as a response to an unsustainable growth model, and it was defined in the Brundtland Report “Our Common Future” (World Commission on Environment and Development, 1987).*
*Source: UN Global Compact → https://www.pactomundial.org/noticia/sostenibilidad-la-unica-apuesta-por-el-futuro/
Sustainability is no longer a bonus, it’s an essential pillar
In recent years, sustainability has become one of the major global trends. But beyond trends, the international context is clear: the 2030 Sustainable Development Goals (SDGs) and global risk reports point in the same direction.
- We must rethink our business models, our consumption habits, and the real impact we generate as a society.
Sustainability is no longer “something extra” or an occasional corporate responsibility gesture.
👉 It is a structural necessity that shapes the future of the planet and the resilience of every industry.
Sometimes, it may even seem like a trend. But it isn’t.
Today, sustainability is, above all, a consumer demand, and the market is responding. So much so that many organizations have created dedicated sustainability departments to address this growing social pressure.
And this brings us to the key question:
Is this company truly transforming its model from the ground up to become sustainable, or is it simply adapting to what the market is currently asking for?
As consumers: we no longer have excuses
We now have access to an enormous amount of information.
Brands disclose, communicate, and publish data and certifications. And with just a few minutes of research, we can check:
- whether a company uses sustainable materials or responsible processes,
- whether its decisions are coherent,
- whether its value chain aligns with what it communicates,
- or whether it is simply engaging in greenwashing.
Remember: transparency is no longer a luxury — it’s a basic requirement.
Being critical is not penalizing — it’s understanding the difference
There is a big difference between adopting sustainable actions after the fact, when the market demands it, and being built from day one on a solid, ethical, and conscious foundation.
This does not mean we shouldn’t appreciate companies that are adapting. Every step forward matters.
But we must also not forget those companies that have sustainability in their DNA even before they formally existed — in their purpose, their mission, and every strategic decision they make.
For these companies, reaching where they are today has meant multiplying their efforts and costs, taking risks, and building a model that was often neither the easiest nor the most profitable in the short term.
Coherence is what truly sets companies apart
Certifications may show that a company is “doing things right,” but what truly differentiates a business is the coherence of its model:
- where the brand chooses to sell,
- who it collaborates with,
- the value chain it builds,
- and the long-term impact it generates.
Supporting companies that are born with this mindset not only has a positive effect on the environment — it also drives a more transparent, honest, and responsible market.
Being critical when we buy is no longer just an individual action: it is a collective responsibility.