Sustainable development means different things to different people. Few would argue with the broad definition from the Brundland report:

Development that meets the needs of the present without compromising the ability of future generations to meet their own needs

Most are also agreed that there are three key elements:

• Economic
• Environmental
• Social

Beyond that, there is little agreement. In particular, there is a danger that the concept will be hijacked by some interest groups so that the focus is purely on economic and social aspects, forgetting for example that a business has to be profitable if there is to be anything to sustain in the first place.

Ascham Associates can work with organisations, particularly in the private sector, to help analyse what sustainability means in their particular case, to apply the GRI (Global Reporting Initiative) guidelines and to use the new way of looking at the business to create greater efficiencies and improved competitiveness. As an added benefit, companies which demonstrate they are taking sustainability issues seriously have much to gain in the way of image and reputation.