19-01-2026
Sustainability
Session 1
Dr. Akhaya Kumar Nayak
How do you define Capitalism?
What are the characteristics of
Capitalism?
How is traditional capitalism different
from modern capitalism?
How would businesses in modern
capitalism behave vis-à-vis the
capitalism of yester years and why?
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19-01-2026
Sustainable Development
• Sustainable development is
– meeting present needs without compromising future
generations' ability to meet theirs,
– balancing economic growth, social inclusion, and
environmental protection (the three pillars) to create
a resilient, equitable, and prosperous world for all, as
outlined in the UN's 17 Sustainable Development
Goals (SDGs).
– It's about smart development that uses resources
wisely, fosters well-being, and protects ecosystems
long-term, involving practices like clean energy, fair
labor, poverty reduction, and preserving biodiversity.
Core Principles
• Intergenerational Equity: Ensuring resources
and opportunities aren't depleted for future
inhabitants.
• Integrated Approach: Recognizing that
economic, social, and environmental issues
are interconnected and must be addressed
together.
• Long-Term Vision: Focusing on lasting
solutions rather than short-term gains.
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Sustainability
• A sustainable business is cognizant
that a healthy environment and
prosperous communities lead to a
more stable and resilient world for
current and future generations.
Dimensions of sustainability
• Economic: Products and services are
provided profitably
• Social: All members of society share the
wealth and enjoy a good quality of life
• Environmental: Activities should leave the
planet with diverse, plentiful resources
for the use by, and enjoyment of current
and future generations
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Triple Bottom Line
• Profit
• People
• Planet
TBL and Sustainability
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Dimensions of Sustainability
• Prosperity for profit
• Creating values
• Questions to be asked
– Is it economically or financially feasible?
– How does it affect the land, water, air, and
other elements of our planet?
– How does it affect people regarding their
health, wellbeing, and quality of life?
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Sustainability and stakeholders
• Whose interests other than the
shareholders, the managers
should be concerned with?
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Kinds of stake holders
Primary
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Kinds of stake holders
Secondary
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Sustainability: A historical view
• The building of Hirakud Dam vs Increasing the height
of sardar Sarovar Dam and building of Narmada Sagar
Project
• Setting up of NALCO vs POSCO Project in Odisha
• What compels the businesses today to think of
sustainability
– Increasing awareness among stakeholders especially
customer's social and environmental concerns
– Increasing number of CSOs/NGOs carrying out rights
movements
– Increasing environmental awareness and regulatory
framework
– Increasing environmental activism
– Improved communication system such as electronic and
social media
– Gen Z employees and their personal values aligned with
social and environmental concerns
– Lesser availability of resources 14
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Five P Model
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Five/Six Capital model of UN
Development of these
capitals shouldn’t
exceed the carrying
capacity of earth
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• What are the areas of businesses where
sustainability must be incorporated?
• Examples of sustainable business
practices !
• Examples of unsustainable business
practices which can be made sustainable !
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Ways of integrating
sustainability into value chain
–Energy and logistics
–Resource use: 3 R in production,
packaging, end of life cycle, etc.
–Procurement
–Distribution
–Employee productivity
–Location
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Ways of integrating sustainability
into value chain
– Redefining productivity in value chain
– Energy and logistics (Wal-Mart reducing packaging and
rerouting trucks),
– Resource use (Coca-Cola),
– Procurement Nestle: Coffee from local farmers by
helping them increase productivity),
– Distribution (HUL BoP),
– Employee productivity (Johnson & Johnson),
– Location (Wal-Mart procuring from local farmers rather
than from far away industrial farms).
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BMW
• BMW as part of their
research projects is
developing high quality
leather alternatives with
various startups
• Making headliners, padding
fabric, seats, floor mats and
floor coverings with recycled
PET bottles
• Committed to the goal of
total climate neutrality by
the year 2050
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Apple
• Aims to reduce carbon
emissions and to partner
with companies that
share similar
values. They use mostly
aluminum instead of
other materials because
it produces lower
emissions. Also, twenty-
three of their partners
are committed to 100%
renewable energy
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Estée Lauder
• This cosmetics company
sends zero waste to
landfills, as all their waste is
either recycled or
incinerated and converted
into energy. According
to Business Wire, the
company aims to impact the
well-being of 10 million
individuals through
programs and in regards to
health, education and
environment.
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Thank You
Akhaya Kumar Nayak
aknayak@[Link]
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03-02-2026
Sustainability
Session 2
Dr. Akhaya Kumar Nayak
A BUSINESS CASE FOR SUSTAINABILITY 2
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03-02-2026
Case facts
[Link]
[Link]
Making a business case of
sustainability through Pragmatism
• Why managers are not kin to follow
ethical principles nor act towards
sustainability?
• What are the most significant things that
can inspire the managers/businesses to
adopt sustainable practices?
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Pragmatism
• Must consider the means (Decisions, Actions,
Strategies): Deontology
• Must consider the consequences of these
decisions- greatest happiness for greatest
number: Utilitarianism
• Decisions must be based on values and
virtues: Virtue Ethics
• Must embrace our own intuitive process of
decision making
• Has a balance of accomplishing goals while
becoming what we intend to be
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Pragmatism
• Decisions to be based on relevant information
available: Informative and transformative choices
• Encourage alliance and partnership with wide
array of stakeholder groups
• Must identify common goals and encourage to act
in the interest of all the stakeholders
• We (which includes me) not only me as the focal
point of decision making: Long-term interest of
the firm not the short-term benefit for me
• Not looking at Sustainability as a negative
externality but as a strategy to get competitive
advantage
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Sustainability Portfolio
Sustainability Portfolio
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Sustainability Portfolio
Thank You
Akhaya Kumar Nayak
aknayak@[Link]
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Sustainability in Practice
Session 3
Instructor: Akhaya Kumar Nayak
SESSION 3
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Top Contributors to Plastic Waste
in the world
Annual Plastic Waste Annual Plastic to ocean
1. United States (42 billion kg) 1. India (126.5 million kg),
2. India (26.3 billion kg) 2. China (over 70.7 million kg)
3. China (21.5 billion kg) 3. Indonesia (56.333 million kg)
4. Brazil (10.6 billion kg) 4. Brazil (38 million kg)
5. Indonesia (9.1 billion kg) 5. Thailand (22.8 million kg)
6. Russian Federation (8.4 6. Mexico (3.5 million kg)
billion kg)
7. Egypt (2.5 million kg)
7. Germany (6.6 billion kg)
8. United States (2.4 million kg)
8. United Kingdom (6.4 billion
kg) 9. Japan (1.84 million kg)
9. Mexico (5.9 billion kg) 10. United Kingdom (0.703
million kg)
10. Japan (4.8 billion kg)
By 2019 World has produced 353 million tones and another 33 billion tons of
plastic waste are expected by 2050. 80% since beginning are remaining as waste 3
Green Consumers Segments
• True Blue Greens:
• Greenback Greens
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• Sprouts
• Grousers
• Basic Browns
The Green marketing Strategies
• Lean Green
– Try to be good corporate citizen
– Not focused on and hesitant to publicizing or
marketing the green efforts
– More interested in reducing cost and increasing
efficiency through Pro-environmental activities
– Aim is to create a lower cost competitive
advantage not a green product
– Compliance with regulations
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The Green marketing Strategies
• Defensive Green
– Green marketing as precautionary measure
– A response to crisis or competitors' actions or
market demand
– Aim is to Enhance brand image, minimize
damage and avoiding alienation
– No ability to differentiate themselves from
competitors on greenness
– Unless they discover that they can obtain a
sustainable competitive advantage on the basis
of greenness, they will not launch and overt
significant green campaign
The Green marketing Strategies
• Shaded Green
– Invest in long term, system wide,
environmentally friendly processes that require
a substantial financial and nonfinancial
commitment
– See green as opportunity to develop innovative,
need-satisfying products, and technology that
result in competitive advantage
– Have capability to differentiate themselves on
greenness but they choose not to do
– Because they can make more money by stressing
other attributes
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The Green marketing Strategies
• Extreme Green
– Holistic philosophies and values shape these
companies
– Environmental issues are fully integrated into
business and product life-cycle process of
these firms
– Greenness has been a major driving force
since day one
– Often serves niche market
What are
implementation
considerations?
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What happens if we don’t
adopt Green Marketing?
• The Monkey Trap
– Running away
– Beaten to death
– Breaking the Jug
• Tapping NGO fists
• A question of commitment
• Government and international pressure
• Boardroom views with emerging CEOs
• Winners or losers: You are in or out
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Thank You
Akhaya Kumar Nayak
aknayak@[Link]
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Sustainability
Session 5
Dr. Akhaya Kumar Nayak
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03-02-2026
Green HRM
GREEN LEADERSHIP
Green HRM
• Organizations adopting a Green culture that
reorients not only their entire strategy but
also the values, attitudes, and behaviors of
all who work there to achieve desired
environmental performance
• This needs proactive and positive
engagement of employees in a mutually
rewarding manner
• Establishing Sustainability as core value
• Perceived Organizations rationale for
sustainability plays a crucial role 4
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AMO Model
• The green behavior is promoted by
increasing:
• Green Ability:
• What employees are able to do
• Green Motivation:
• What employees want to do
• Green Opportunity:
• Which opportunities they have
Green Empowerment
– Happens when responsibilities are shared
– It further increases the motivation to pursue green
behavior
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Green Practices
• Green Hiring [Green Collar Recruitment]:
– To comply with the objectives of sustainability, organizations
must hire job applicants with behaviours and sensitivity for
the environment
• Green Training:
– Its strength is based on achieving different goals
at different levels
1) To provide information
2) To generate environmental awareness
3) To empower employees
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Green Practices
1) To provide information about the organization’s
green policies, procedures, and initiatives
2) To generate environmental awareness by
engaging employees in green “best practices”
that are related to recycling, waste
management, energy efficiency, proper use of
resources, and reducing the carbon footprint
3) To empower employees by developing their
abilities to identify environmental problems and
their correspondent solutions
Green Practices
• Green Compensation:
• The reward system should be designed to incentivize,
encourage, and reinforce pro-environmental behavior and
practice
a) Monetary
b) Non-monetary
c) Recognition-based
d) Negative Reinforcement
e) Promotion
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Beginning to be sustainable
ORGANIZATIONAL SUSTAINABLE
LEADERSHIP
Sustainability Initiative
• Phase 1: Making a case for Change
• Make it a powerful mandate
• To make it a clear and compelling case for change
• Create sustainability vision
• Cultivate receptiveness
• Emphasise quantitative in favour of qualitative
(ex. brand equity)
• Focus on top line to increase bottom-line
• Collaboration and Influencing
• Change Leadership
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Sustainability Initiative
• Phase 2: Translating Vision into Action
• Commercial orientation becomes the key
competence in aligning sustainability initiatives
and value creation
• The organization is consciously proactive on
sustainability across its footprint and tracks
economic, environmental and social metrics over
the business planning cycle
• Translate a sustainability vision into a
comprehensive program of targeted initiatives
that can be tracked using clear metrics, and must
take corrective action when performance falls
short of expectations 11
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Sustainability Initiative
• Phase 3: Expanding Boundaries
• The Goal is to embed sustainability in the organization's
DNA much like equality, inclusiveness etc.
• Organization is unconsciously proactive about it.
• The leader must be adept at
– anticipating and evaluating long term sustainability trends,
– spotting new opportunities and
– developing strategies to reposition the organization to benefit
from them
• As the organization continuously raises the bar and
leverages sustainability to create a competitive advantage,
• it increasingly views sustainability as a strategic opportunity and
• gauges its progress with metrics that reach beyond the short and
medium term
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Thank You
Akhaya Kumar Nayak
aknayak@[Link]
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03-02-2026
Sustainability in Practice
Session 5
Dr. Akhaya Kumar Nayak
Assessing and Reporting
Sustainability 2
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SVDM of Sustainability
Sustainability Portfolio
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Sustainability Portfolio
Types of Consumers and Marketers
• Types of Consumers
– True Blue Greens
– Greenback Greens
– Sprouts
– Grousers
– Basic Browns
• Lean Green
– Defensive Green
– Shaded Green
– Extreme Green
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LIFE CYCLE ANALYSIS
• Life cycle analysis examines the environmental impacts
of a product by considering the major stages of a
product’s life, which are:
• Raw material acquisition: which includes
material harvesting and transportation to
manufacturing sites
• Processing: which involves materials processing
and transportation to production sites
• Manufacturing: which includes product manufacture
and assembly, packaging, and transportation to final
distribution
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LCA
• Product life: which includes energy and
emissions during normal product life, required
maintenance, and product reuse (refurbishing,
material reuse)
• Waste management/end-of-life: which
includes recycling, landfills, liquid waste, gas
emissions, etc.
LCA: Four Steps
1. The definition and scope is determined along with
information needs, data specificity, collection methods
and data presentation
2. The life cycle inventory (LCI) is completed through
process diagrams, data collection, and evaluation of the
data
3. The life cycle impact assessment (LCIA) is determined
with impact categories and their weights, as well as any
subsequent results
4. The final report should include significant data, data
evaluation and interpretation, final conclusions, and
recommendations
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LCA Reporting
• Anomaly Assessment
• Input and output consideration
– Input-LC of process or product-Output
• LCIA (Impact Assessment)
– Global
– Regional
– Local
• Completing LCA
– Page 8
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Why use LCA
• Calculate a product’s environmental impact
• Identify the positive or negative
environmental impact of a process or product
• Improve product or services
• Compare processes based on environmental
impact
• Quantitatively justify a change in the process
or product
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Thank You
Akhaya Kumar Nayak
aknayak@[Link]
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