The Sustainability Imperative

Kelly T. Cooper and Neil C. Hawkins warn that “large corporations tend to overlook the fact that successful integration of sustainable business models consistently results in product innovation, new market entry, and commercial longevity.” They elevate the concept of purpose by combining the “what” and “why” of vision, mission, and strategy with the “how” of implementation to create a Constancy of Purpose. The article internalizes a whole-of-business approach to sustainability, which recognizes that ups and downs, headwinds and tailwinds, and expansions and contractions are normal to any business cycle.

This issue of Amplify, Part I of a two-part series, shines a light on the challenges and opportunities of unifying sustainability efforts and showcases pragmatic approaches for greater impact. It shows how a whole-of-business approach to corporate sustainability can unlock the private sector’s power to advance sustainability in tandem with the environment.

Best-selling author Alessia Falsarone highlights the critical but often-overlooked need for digital talent to manage sustainability solutions effectively. To unlock the benefits of digital sustainability and mitigate unintended consequences, organizations must prioritize building a strong talent base. This can be achieved by following three best practices.

This Advisor explores the dual impact of AI on sustainability, highlighting its potential to drive energy efficiency, waste reduction, and long-term value creation. Using the “butterfly effect” as an analogy, it introduces a framework to help managers leverage AI responsibly, balancing its transformative opportunities with the risks of environmental impact, data privacy issues, and social responsibility challenges.

In this Advisor, we explore how AI tools are transforming sustainable agriculture by integrating with traditional farming practices. Through three case studies, we highlight how farms are leveraging AI for disease detection, weather prediction, and crop management while addressing challenges such as infrastructure gaps and community skepticism. By blending technology with local knowledge, these farms demonstrate pathways to achieving climate-resilient and sustainable agricultural outcomes.

Armand Smits, an assistant professor of organizational change and design at Radboud University, the Netherlands, tackles one of the most pressing issues in digital sustainability: the rising energy and environmental cost of data centers. Digital sustainability approaches and AI rely on large amounts of data that are increasing exponentially and must be stored and processed in data centers. Smits provides a deep dive into the Climate Neutral Data Centre Pact (CNDCP) to help managers and policymakers understand how to limit the environmental impact of data centers.

Angela Greco, assistant professor of innovation management at TU Delft, and Andrea Kerstens, a TNO scientist and PhD candidate in innovation management at TU Delft, draw on their experience with Syn.ikia, an EU-funded Innovation Living Lab for positive-energy building districts that leverage energy efficiency and renewable energy sources. Digital innovations like digital twins have been essential to unlocking positive-energy districts. For instance, digital twins that combine physical models of buildings and AI models of user behavior allow building districts to predict and optimize usage of excess solar energy. Their article presents three lessons learned from the project.

This issue of Amplify, the second in a two-part series, offers another set of insightful articles from leading researchers and practitioners working on digital innovation for climate action. The authors reiterate the core message of this Amplify series: digital innovation can accelerate climate action if managed correctly. Of course, it will lead us directly to climate disaster if used irresponsibly. Applying the carefully crafted frameworks presented in this double issue can help us avoid the latter and enable the former.