In today’s business landscape, sustainability has become crucial for companies seeking real long-term success. The foundation of sustainable business practices lies in recognizing that customers are the driving force behind the push for sustainability.

While the traditional focus of capitalism has been on making money and saving money, it is becoming increasingly evident that integrating sustainability into business practices can directly contribute to financial gains.

And that’s the topic of a recent Straight Talk! discussion I enjoyed with Steve Ashkin, founder of The Ashkin Group and known as the father of green cleaning. The twist to me was the frequent use of the word “capitalism.”

Isn’t capitalism all about entrepreneurs scurrying about and competing with one another and making money? That may be a loose definition, but it was what I was thinking about when having this conversation with Ashkin.

While I have attempted to consolidate the content of our video interview into a few words on this page, you can watch the entire episode below. It’s worth the 11 minutes you will invest.

The capitalism and sustainability bottom line

One of the primary ways sustainability contributes to financial success is through driving efficiency and reducing costs. Businesses can achieve this by incorporating greener products and practices that minimize negative impacts on worker health, safety, and the environment. By eliminating associated costs, such as health care expenses and lost productivity due to worker injuries, companies can directly improve their bottom line.

Additionally, adopting energy-efficient measures in operating vehicles and buildings can result in substantial savings. Businesses can significantly reduce operational expenses by minimizing fuel consumption and optimizing energy and water usage. These cost savings drop directly to the bottom line, benefiting the company’s profitability and financial health.

While capitalism primarily focuses on financial gains, sustainability necessitates addressing social issues. Recognizing the importance of worker well-being, companies embracing sustainability must go beyond worker health and safety concerns. Worker well-being encompasses various factors beyond physical safety, including fair pay, benefits, working conditions, and employee training and development opportunities. By prioritizing these aspects, sustainable companies acknowledge the significance of providing their workers with a supportive and empowering environment. They understand that a satisfied and well-compensated workforce is morally right and crucial for long-term business success.

Another critical aspect of sustainability is combating labor exploitation. Unfortunately, a small percentage of service providers engage in practices such as paying workers under the table or classifying them as independent contractors to avoid meeting legal obligations. Some hire underaged workers. Embracing sustainability means rejecting such unethical practices and upholding fair labor standards. By operating ethically and transparently, companies can build a reputation as responsible employers, attracting conscientious customers and enhancing their brand image.

The capitalism and sustainability ripple effect

Operating ethically and transparently can have positive ripple effects for sustainable companies. They can attract conscientious customers who value socially responsible practices and are willing to support businesses that align with their values. This can enhance a brand image and gain a competitive advantage in the market.

Ashkin and I talked about all of this, most of it on camera and some off.

As Ashkin believes, the capitalism of sustainability in the global cleaning industry represents a positive shift toward economic success, environmental preservation, and social responsibility. “By prioritizing greener practices, fair labor conditions, and good management practices, this business strategy improves the lives of the millions of workers in the industry and the families they support,” he explains. “This form of capitalism fosters a more sustainable, profitable, and inclusive cleaning industry.”

Join the ISSA Sustainability Committee and help the cause

If you read this far, it’s time to act. Consider joining the dedicated professionals who are involved with the ISSA Sustainability Committee. It’s a very active group that provides timely resources, guidance, and other tools to support the sustainability initiatives that many of you are involved in. To apply, visit issa.com/application.

Tune into the complete Straight Talk! video below for a special invite from Steve Ashkin to others to consider joining the ISSA Sustainability Council.