Environmental Sustainability Drives Profit

“Let’s Keep Austin Weird” has long been the ethos of Austin, Texas.  Live here long enough and weird just becomes normal. Even outsiders who might more readily see Austin’s weirdness, would likely agree that when Austin smelled like the sea during the summer of 2017, weird had reached a new level.

Hurricane Harvey, which sat over Texas for 4 days and dumped 60 inches of rain along the Gulf Coast delivered the smell of the sea 200 miles inland to Austin. It was bizarre, that’s for sure. Quirkier than the naked unicyclist.

Was Hurricane Harvey an aberration? Who knows. I do know that it seems like some part of the world is always being hit by a new record breaking weather event. Our new reality is full of record breaking weather.

Since none of us mere mortals control mother nature, what can we do to protect our businesses from increasingly severe weather?

Accept that mother nature is going to do some really weird things; Use data & technology to our advantage to meet changes in supply chains, financial complications, or business disruptions caused by weird weather; Adapt to the new normal of weird weather by thinking and planning based on what business will look like and what it will need; and Be flexible.

Businesses are starting to talk about adapting to unusual weather. The business academics, like MIT Sloan School, are planning for how businesses should rethink financial risk during weird weather events. This is a savvy introduction.

Politicians of all ilk are talking about adapting to and being flexible with our new normal of weird weather. In Florida, a Republican Governor appointed the first ever Chief Science Officer to find “science-based solutions” to environmental concerns. Let’s not care if they are motivated by tourism dollars or a love of the environment. Let’s relish that a positive, sustainable outlook is winning.

No need to panic when you’ve planned accordingly. Let’s get ahead of this trend and make strategic decisions today.

The world isn’t ending. We’re adapting. We’re planning. We’re making sustainable choices that also sustain profitability.