For the last few decades, we have seen a shift in how the public expects businesses to conduct themselves in the pursuit of profitability. Often, within companies, dedicated groups of employees identify trends to help companies become better corporate citizens, which are then adopted as expected practices.   

Sustainability practices started this way and grew in popularity and adoption around the world.  Over time, these practices have moved from voluntary to in some cases, required.  Recently, however, questions around metrics, reporting validity and political pressure, have seemingly put the brakes on expanding these efforts, particularly in the United States; or at least changed how it shows up.  But sustainability is still moving forward.  

Harvard Business Review reported a study that 53% of companies are continuing their sustainability commitments and 32% are expanding their efforts. Another 5% are keeping their programs intact but have altered their messaging.  That’s 90% of all companies. In contrast, only 8%* of companies have significantly rolled back their commitments.  

What we are seeing is an important, and overdue shift in the language that companies are using to explain their sustainability strategies, efforts, and results. The shift can best be summarized as moving away from idealistic language towards a clearer articulation of business-focused, tangible benefits.  

And those benefits are increasingly clear.   

Research from IMPACT ROI, based on hundreds of studies, shows that when done well, corporate responsibility and sustainability efforts contribute directly to business performance, improving employee morale and retention, supporting revenue growth, strengthening customer loyalty, and increasing investor confidence. 

As one industry leader puts it: One day we’ll simply call it “business.”  

And for many companies, it already is. 

Take furniture decommissioning as an example. Donating usable assets to nonprofits, schools, and public safety organizations requires coordination, logistics, and the right partners to execute well. It’s not always the simplest path. It also reflects a more intentional, efficient approach to managing resources. 

But when approached strategically, it can deliver broader value: reducing landfill waste, supporting communities, and strengthening brand reputation. 

These advantages show up internally as well. Culturally, businesses benefit by creating workplaces that attract top talent and empower those individuals to contribute and execute their best ideas. 

At Installnet, we know that value firsthand. Our employees are experts at combining operational efficiency with creative solutions, finding ways to reduce waste, streamline logistics, and deliver measurable outcomes. 

Looking ahead, how can we integrate sustainability efforts more effectively into everyday decision-making? The companies that lean into that shift are the ones most likely to uncover new efficiencies, strengthen their operations, and create lasting value over time. 

*Note: Percentages do not total 100%; one company included in the data has not made public the existence of a sustainability strategy and so was not included here.