As most of us who work in the communications business know, the sustainability movement first traveled through the culture of global business theory as a function of environmental policy. Now it is an overarching approach that helps companies thrive in all areas of their operations, being true to the moniker SUSTAINABILITY.

It is common when discussing communications tactics with clients to have a discussion about whether a certain communication should come from the company or the “industry,” meaning the trade association that represents a certain category of businesses.

Today sustainability isn’t a function of businesses or the associations that represent them, but a function of both entities working together. An example of this teamwork will be on display next week as expert panels discuss key issues at the Food Marketing Institute Sustainability Summit.

As I share some insights and observations from the summit next week it will be interesting to see firsthand how the movement has evolved, particularly in the food space.

A positive byproduct of sustainability, while certainly not its ultimate goal, is the effect that true and transparent sustainability practices have on a company’s corporate reputation. Sustainability programs, when properly executed, not only build, but protect an organization’s reputation.

Next week I’ll be looking for examples of how food companies, grocery retailers and the reputations of their companies have reaped the benefits of their sustainability programs.