Bright Ideas Blog, Sustainability, Sustainability Marketing

Sustainability: Upholding the ‘Clean’ of Clean Energy

Sustainability is a buzzword that has woven its way into nearly every aspect of our lives. But what does the concept of sustainability mean in a clean energy context? 


In a world grappling with climate change, resource scarcity and environmental degradation, the concept of sustainability has emerged as a beacon of hope. For those of us working in clean energy, the rise of awareness in sustainability and renewable energy creates a tremendous growth opportunity. Sustainability calls for a fundamental shift of business strategy to ensure the long-term stewardship of our planet — and that includes the practices of clean energy companies. In this blog post, we will explore the concept of sustainability and its growing role in the clean energy sector.

Understanding Sustainability 

At its core, sustainability is the capacity to endure and thrive without compromising the needs of future generations. It is a multidimensional concept merging environmental, societal, and economic factors. To achieve true sustainability, companies must consider the following: 

  • Environmental Sustainability: Focused on preserving the natural world, conserving resources, and minimizing ecological harm, this facet encompasses actions to combat climate change, protect biodiversity, and reduce pollution. 
  • Social Sustainability: Concerned with the well-being of communities, societies, and individuals, social sustainability emphasizes the need for equity, social justice, inclusive development, education, healthcare, and human rights. 
  • Economic Sustainability: Revolves around creating prosperity and economic growth without depleting resources or causing harm to the environment. It involves responsible consumption, fair trade practices, and the development of sustainable business models.

Sustainability in Clean Energy

In recent years, Environmental, Social, and Governance (ESG) criteria have become central to the decision-making processes of companies and investors alike. These factors are shaping corporate strategies and redefining how society views business and its relationship with the environment. 

To ensure that your clean energy company is upholding ESG and sustainability best practices, here are some key ideas to consider:

  • Strategy: Having a coherent strategy that puts ESG values at the forefront of your mission displays a commitment to long-term ESG success, as opposed to short-term, investor-driven initiatives.
  • Language: How does your company talk about ESG? By incorporating concepts such as “corporate responsibility” and “sustainable growth” into your company’s framing of ESG, you are more likely to shape a well-rounded execution plan for business partners.
  • Greenwashing: Language can be tricky, however. Misleading investors about your company’s environmental impacts can have serious consequences. As the concept of ESG has evolved, so too, have expectations. Much of current ESG work centers on where a company is headed–not about where it’s currently operating. But while providing insight into your company’s future ESG objectives paints a comprehensive picture of its intent, being forthright and transparent about where you are today will build trust while focusing your efforts to improve.

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One example of how companies can inadvertently greenwash is the use of the word “sustainable” to describe your company. Some would argue that clean energy companies are by their very nature sustainable companies, but the word implies that you have an ESG strategy in place and are, at the very least, tracking basic ESG data such as company energy use, carbon emissions, and social impacts such as workforce diversity and community engagement. These are basic ESG table stakes for clean energy companies.

The Transformational Power of ESG and Sustainability 

Integrated Reporting: ESG is prompting companies to move away from traditional financial reporting and adopt integrated reporting. This approach provides a more holistic view of a company’s value, considering both financial and non-financial factors. Integrated reporting helps stakeholders understand how a company creates value over time and across multiple dimensions. 

ESG Ratings and Rankings: Organizations such as MSCI, Sustainalytics, and the Dow Jones Sustainability Indices provide ESG ratings and rankings for companies. These assessments create a level of transparency and accountability that pushes companies to improve their ESG performance. 

Engagement with Stakeholders: ESG encourages companies to engage with a broader range of stakeholders, not just shareholders. This includes employees, customers, suppliers, and local communities. By considering the interests of these groups, companies can create more sustainable and inclusive business models. 

Green Finance and Investment: ESG has driven the growth of green finance and sustainable investment. Companies that align with ESG principles can access a growing pool of capital specifically earmarked for sustainable projects and initiatives. 

Supply Chain Sustainability: ESG principles are reshaping supply chains in every sector. Companies are not only scrutinizing their own ESG performance but also the ESG performance of their suppliers to extend the impact of their efforts throughout the value chain. For clean energy companies, understanding your customers’ supply chain sustainability strategies can help you formulate an ESG strategy for your own company that aligns with your customers.

Next Steps for Your Clean Energy Sustainability Strategy

The rise of ESG and sustainability as critical factors in the business world is transformative. With a growing need for climate action, clean energy companies must be as sustainable as the energy they produce. As ESG and sustainability continue to gain prominence, they offer a path toward a more responsible, equitable and resilient future. By embracing these principles, companies can build trust, drive innovation, attract investment, and help address some of the most pressing global challenges.

At Clean Power Marketing Group, we can help you develop sustainability plans suited for your business, craft a communications plan for your team, and assist with drafting and designing ESG reports.

For more information on how we can help with your company’s ESG strategy development, check out our sustainability services or get in touch.