There's a rapidly increasing need in the business world, and college graduates that can fill the need will have a competitive advantage over those that can't. The need is for talented managers that also understand sustainability.
Business leaders around the world are learning that their organizations' continued economic success depends on the ability to become both socially and environmentally sustainable as well. It's no secret that becoming more sustainable reduces waste, energy use and other costs of doing business. It spurs innovation. It leads to happier, healthier and more productive employees. It keeps a company ahead of changing legislation and reduces the risks of product recalls, lawsuits and other liabilities. And it pays off in a firm's reputation and its customer relationships.
Although the why of sustainability is clear, the how is much less obvious. Becoming sustainable while staying competitive takes more than just a desire to do what's right for people and the planet. It takes clear goals, a keen business sense and a robust strategy. It takes a coordinated effort throughout an organization, from top to bottom and across all business functions. It takes collaboration with groups outside the organization, including suppliers and customers and even, sometimes, competitors.
Companies like Wal-Mart that are pioneering sustainable marketing practices have found that a real key to success lies in employees that can integrate marketing and sustainability in their everyday jobs. Wal-Mart leaders understand that sustainability isn't something done by a person or a department; it has to be part of every person's job. They also understand that sustainability can't be an add-on to someone's job description; it's needs to become a fundamental way of understanding and performing the job. At Wal-Mart Headquarters sustainability is now part of every job description and every performance evaluation. If you don't get sustainability you don't get promoted.
Thousands of college graduates enter the workplace every year looking for jobs in marketing. Those who can demonstrate an understanding of both marketing and sustainability will be positioned well to compete for the best jobs and to move up in organizations as a result of their leadership.
