SUSTAINABILITY: A STRATEGIC OPPORTUNITY!

Sustainability is No Longer an Option, It's a Must

In the 21st-century business world, simply providing a "good product" or "good service" is no longer enough for success. Customers, investors, and employees now expect more from companies: meaning, responsibility, and impact. In this context, sustainability is no longer a corporate ethics headline; it has become the very essence of business, the core of strategy, the new language of branding, and the surest path to growth.

As climate change, resource scarcity, regulatory pressures, digitalization, and ESG criteria become increasingly imperative, companies that fail to integrate sustainability into their strategies not only miss out on opportunities but also run into risks. In short: Sustainability is the future of business.

1. 3 Basic Economic Logic for Integrating Sustainability into Strategy

When creating a sustainability strategy, companies need to consider three key strategic approaches:

1.1 Competitive Advantage through Cost Reduction (Operational Excellence)

Through sustainability, companies not only contribute to the environment but also achieve significant cost savings in areas such as energy, water, and waste management . This increases operational efficiency in the short term and builds financial resilience in the long term.

Example: Arçelik – Achieved annual savings of over 60 million TL through energy efficiency projects as of 2022. It also dominated the green consumer segment in the European market thanks to its A+++ product strategy.

Strategic takeaway: Efficiency = Profitability + ESG compliance + Brand trust

1.2 Creating New Value and Demand (Premium Pricing & Brand Differentiation)

Consumers in the digital age no longer just buy products, but also the story and values behind them. Therefore, creating value through sustainability offers brands a significant opportunity to establish premium positioning and emotional attachment.

Example: Anadolu Efes established itself as an environmentally conscious brand in consumers' minds with its "Recycling Cities" project. The campaign also deepened its social impact by collaborating with local governments.

Strategic implication: The new currency of brand value: “Social and ecological meaning.”

1.3 New Market Creation and Strategic Positioning (Market Leadership)

Sustainability paves the way for new technologies and business models, giving companies a first-mover advantage in nascent markets .

Example: Zorlu Energy (ZES) – ZES established Turkey's first nationwide charging network for electric vehicles, securing an early position in the energy transition and achieving market leadership.

Strategic takeaway: Market leadership no longer belongs to those who are first, but to those who do the right thing first .

2. Strategic Practices with Examples from Türkiye

2.1 Istanbul Airport – ESG Standards in Mega Projects

• It recycles 1 million m³ of water.

• It received the “Carbon Neutral Airport” certificate in 2023.

• 45% of waste is recycled.

Leadership message: Sustainability is no longer just about facility management, it is the foundation of international reputation.

2.2 Migros – Operational Mastery in the Circular Economy

• Every year, it delivers 6,000 tons of food to food banks without wasting it.

• Switched to CO2-based systems instead of natural gas in cooling systems.

• Thanks to energy monitoring systems, 18% energy savings were achieved in 2023.

Strategic message: Sustainability in the supply chain = Cost + Brand + Loyalty

2.3 Şişecam – Redefining Industry Standards

• Aiming for 100% renewable energy by 2030.

• With an 85% recycling rate for glass packaging, it exceeds European standards.

• Less energy use in production with digital twin technologies.

Comment: Industry 4.0 + Sustainability = Strategic rebirth

2.4 Aras Cargo – Competitiveness with Green Logistics

• Electric distribution vehicles prevent tons of CO2 emissions annually.

• It reduced energy costs by 15% with green office and warehouse projects.

Message: Sustainability in logistics = Fast delivery + Green impact + Regulatory compliance

3. Strategically Sustainable = Corporate Common Sense

3.1 Why Is Sustainability a Strategic Imperative?

• Investors are requiring ESG data.

• Consumers are making value-driven purchases.

• Employees make career choices based on the company's mission.

• Regulations require tracking carbon footprints.

The result: Sustainability touches not only the environment but also the entire company's value chain.

3.2 Triple Win Model: Win-Win-Win

• Environment : Protection of natural resources

• Customer : Value-based loyalty

• Company : Financial growth + Risk management + Brand reputation

  
  

4. Transforming the Future with Sustainability

“A company's strategic intelligence can be read from its carbon footprint.”

In the future, competition will not just be between products, but between value systems. Therefore, companies must develop clear answers to the following questions:

• Do you have a roadmap to becoming carbon neutral?

• Are your suppliers selected based on sustainability criteria?

• Is your ESG data shared transparently with investors?

• Are your employees part of this transformation?

  
  

Result: Sustainability = Strategy x Vision x Courage

This article argues that:

• Sustainability should be at the top of strategic agendas.

• Successful examples demonstrate that growth and environmental awareness are not contradictory; on the contrary, they support each other.

• Every company now needs to design a future that is “carbon smart,” “waste conscious,” and “meaningful purpose.”

The new generation of leadership belongs to those who can match profit with meaning.

Dr. Hakan TETİK

Source:

1. Aras Cargo. (2021). Aras Cargo Sustainability Report 2021. Aras Cargo Domestic International Transportation Inc. https://www.araskargo.com.tr/assets/images/pdf/aras_kargo_surdurulebilirlik_raporu_2021.pdf

2. Arçelik. (2023, July 17). Arçelik published its 2022 Sustainability Report. Platin Magazine. https://www.platinonline.com/sirketler/arcelik-2022-surdurulebilirlik-raporunu-yayimladi-1087747

3. İGA Airport Operation Inc. (December 12, 2023). New success in net-zero carbon target: İGA Istanbul Airport received ACA Level 4 certification. İGA Istanbul Airport. https://www.igairport.aero/medya-merkezi/basin-bultenleri/karbon-net-sifir-hedefinde-yeni-basari/

4. İGA Airport Operation Inc. (2022). 2021–2022 Sustainability Report. İGA Istanbul Airport. https://www.igairport.aero/media/2o2pqqcp/2021-22-surdurulebilirlik-raporu.pdf

5. Migros Ticaret A.Ş. (2021). Migros Sustainability Report 2020. Migros Corporate. https://www.migroskurumsal.com/surdurulebilirlikfiles/pdf/Migros-Surduruebilirlik-Raporu-2020.pdf?v4

6. Şişecam. (2023). Şişecam 2022 Sustainability Report. Corporate Governance Association of Turkey / Şişecam. https://www.kgk.gov.tr/Portalv2Uploads/files/Duyurular/v2/Surduruebilirlik/Raporlar/Şişecam%202022%20Sürdürüebilirlik%20Raporu.pdf