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A New Sustainable Language for Business
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 A business that is sustainable is one that is capable of surviving over the long term. One of the ways it can ensure this is by removing friction, obstacles, cost and waste from its operations. Some of these are material and environmental, some are regulatory and some are in the mindstream of the market. The best companies and brands look ahead and address the sources of cost, friction and waste before the government, competitors or the public forces them to. Talking about how sustainable you are is only a very small part of this larger effort and as others have noted, not a very effective one in the long term. sustainability, like branding, really takes place at the very heart of an operation not just in its communications and advertising. 
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Paul Belserene, Senior Strategic Storyteller, Envisioning and Storytelling - September 14, 2009
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The sustainability debate itself is not really sustainable, since it is built on ideas and assumptions that may not always be true, and generalities that can be applied in nearly any context. In the environmental context, it refers to something that will help keep the planet alive, and while no one likes stinky rivers or dark green air, the belief that we are going to cause the end of the world is not substantiated by science. As for its application to social practices and culture, the human animal is endlessly adaptable, so I don't think it's incumbent on any of us to make sure our brand and business strategies are sensitive to the future of the species. In nearly every instance, use of the term serves the self-aggrandizing purpose of making a brand look like it cares more than it really does, which is the smarmy side of this whole "social responsibility" ethic. A sustainable competitive advantage, however, is a valuable goal, which can be achieved through sound brand strategy.
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Tim Johnson, President, Coactive Brand Lab - September 24, 2009
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Sustainability is always equivalent to value. For a business to ensure its clear future, it should always provide value that matters to its stakeholders – consumers, employees, stockholders and the community. This could mean providing the best solutions in every brand that they put forward, employing fair practices in its dealings with its people and fostering strong community relations. In the long run, any company that considers “value” as its highest motivator for business becomes more loved and trusted. A well loved and trusted brand – in short, a valued brand – will always deliver the most sustainable prospects today and in the longer future.
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Ken Lerona, Project Marketing Officer, Federal Land, Inc - Philippines - October 12, 2009
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