Doing Well by Doing Good

An Introductory Programme to The Business of Sustainability, a programme of courses brought to you by Berenbrug.

In this course we start to explore how companies can, at a very practical level, successfully link ‘doing well’ with ‘doing good’. We propose simple models to frame the topic and we share some success examples from across business.

Many companies are already making fundamental changes to their operations, their products and services, and in how they engage and communicate with their customers and consumers, that favour a net positive approach to environmental and social challenges. However, particularly in the last few years, many businesses – large and small – are also under intense pressure from rising costs, sociodemographic change, and activist shareholdera that could prevent the continuation of their sustainability or ESG programmes. To ensure the longevity of these good initiatives, companies need to couple together the good that they do with good business growth. This commercialising of sustainability must be part of the corporate strategy and the operational plan for business. It must be fully integrated into the business systems and processes.

This introductory course has been developed for a wide range of learners, including:

• Managers currently working in businesses that want to leverage the sustainability assets that their brands have
  
  
• Entrepreneurs in start-ups who need to understand how sustainability and brand development should progress hand-in-hand
  
  
• Marketeers who want to upskill on marketing sustainability
  
  
• Students and academics that are looking to broaden their understanding of how sustainability and business can, and need to, grow together.
  
  

On completion of the five modules in this programme, learners will:

• Be able to clearly articulate why coupling sustainability and business growth benefits both society and business
  
  
• Have a clear understanding of what makes a successful, consumer-facing Sustainability Programme
  
  
• Be familiar with a set of simple processes and tools that can be used to develop a ‘Commercialising Sustainability’ strategy and action plan
  
  

Future courses in Berenbrug's the The Businesss of Sustainability series will drill deeper into the many different elements of this wide-ranging topic.