Sustainability in paper: Beyond the buzzword

Why define "sustainable"?
As sustainability becomes a key metric for corporate responsibility, it’s essential to define what it truly means especially in practical, industry-specific terms.

The word "sustainability" has become part of our daily vocabulary. Since 2018, internet searches for the term have more than doubled. But what does it really mean? And what does it take to make something sustainable? 

The short answer is: there is no single answer. Across different industries, companies, consumers, and regulatory bodies, sustainability can look very different. With this article, we aim to shed light on the various dimensions of sustainability to avoid a one-size-fits-all interpretation and to support more thoughtful, effective decision-making.

The core definitions of sustainability
The most widely cited definition of sustainability comes from the 1987 Brundtland Commission: “Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs.” 

This definition positions sustainability as a long-term, forward-looking lens for how we interact with the world. The World Economic Forum builds on this, defining sustainability as “Operating in a way that ensures long-term environmental, social, and economic health”. 

This comprehensive view has helped define the scope of what "sustainable" can mean combining environmental consciousness, social responsibility, and economic viability. 

The UN Principles for Responsible Investment (PRI) introduced the widely used ESG framework - Environmental, Social, and Governance - which is often used interchangeably with sustainability. 

We believe each of these definitions offers essential insights, and together they guide a well-rounded approach to sustainability.

What sustainability means 

The telltale signs of sustainability
In the paper industry, sustainability isn’t about vague promises, it’s about responsible, measurable actions across the supply chain. At its core, it means sourcing raw materials from responsibly managed forests, often verified by certifications like FSC® (Forest Stewardship Council) and PEFC (Programme for the Endorsement of Forest Certification). These certifications are reliable indicators of a product’s environmental integrity. 

Understanding product- and company-level certifications, such as ISO standards, is crucial for companies that prioritize sustainability in procurement. 

Sustainability is multifaceted
Sustainability should never be evaluated based on a single metric. Factors such as carbon footprint, energy use, water consumption, pollution, and product end-of-life all play a role in determining whether a product or service is truly environmentally sustainable. 

Depending on your industry, sustainability goals, and risk profile, these factors will carry different weights. It’s important to remember: focusing solely on one aspect (e.g., carbon) can present a misleading picture. Transparency and comprehensive communication about these different dimensions are essential for making truly informed choices. 

Sustainability ≠ just environmental friendliness
Sustainability is often wrongly equated with being “green”. While environmental impact is a major pillar - especially in manufacturing, textiles, and construction - the social dimension of sustainability is just as important. 

Practices related to employee health and safety, working conditions, and diversity, equity, and inclusion (DEI) are fundamental for companies of all sizes and sectors. For companies committed to sustainability, it’s equally vital to ensure that their entire supply chain upholds the same values. 

Ethical sourcing, fair treatment of workers, and community impact are crucial factors in determining whether a company is truly sustainable. As sustainability becomes a marker of responsible business, we must not only evaluate a company’s internal practices but also its willingness to influence and support responsible behavior across its supply chain. 

Sustainability is an investment in the future
Sustainability is no longer just an ethical choice it’s a strategic, long-term business investment. For companies to thrive over the long term, sustainability must be economically viable. 

Improving resource efficiency - using less energy, water, and raw materials to deliver more value - not only helps the planet but also supports the bottom line. Investing in sustainable innovation, such as circular packaging or eco-friendly products, opens up new markets and meets growing consumer demand. 

A common myth is that sustainability is too expensive. In reality, it often leads to cost savings, increased resilience, and a stronger competitive edge. When sustainability aligns with profitability, it becomes not just feasible but essential. 

That said, realizing these benefits requires a shared commitment to developing solutions. There is still a persistent notion that sustainability and financial performance are at odds. We believe it's time to recognize how these two forces can not only coexist but drive one another forward.

How to make the sustainable choice

After all is said and done, how does one make the most sustainable decision? 

Start by asking: What are your company’s sustainability objectives? 

An example: If your goal is to reduce Scope 3 emissions, you might prioritize low-emission products and services - even if they come with trade-offs like increased waste. 

Alternatively, if your focus is on material scarcity, products made from alternative raw materials might be more appealing, though they may require more energy to produce. 

Ultimately, sustainability must be aligned with your goals, fit with market availability, and support financial performance. The most sustainable option is the one that balances your ambitions with the realities of your operations and supply chain.

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