Page 73 - MARKETING & PUBLIC RELATIONS EBOOK IC88

3. Some of the areas in which Sustainability is focussing on are

 Investment in generation and use of renewable energy (REINVEST) like solar power, which the
Government is placing emphasis on. The target of the National Solar Mission is 100,000 MW of
solar energy by 2022, of which 40,000 MW would come from roof top installations connected to
the Grid.
 Joining programmes like EP 100, which aims to double energy productivity (increase economic
output for each unit of energy consumed) by the year 2030, which will result in savings of US$
327 billion per year in energy costs, add 1.3 million jobs and reduce CO2 emissions by
one-third.
 Housing with green certificates (using less resources from depleting forest covers) to reduce
power consumption, including manufacture of bulbs and other electrical equipments, that
consume less power without loss of output efficiency.
 Ways to conserve water, waste management. Hindustan Unilever Ltd, has, working with NGOs,
government agencies and local communities, managed to save 100 billion litres of water and
generate 7 lakh person/days of employment.
 Micro irrigation
 Electric vehicles like Model 3 Testa car launched globally in March 2016.
 Substitutes for depleting resources. Example is `manufactured' sand, instead of sand from river
beds. Used beverage cans instead of bauxite and primary aluminium. Birlas are searching for
ways to avoid using wood from endangered forests in its manufacture of viscose staple fibre and
yarn.
 Swedish brand H & M has crafted a jacquard riding coat made from recycled PET bottles, as part
of its new line Conscious Exclusive featuring 100% sustainable materials. Also making its foray
into H & M's range of organic clothing is a fabric called Tencet created from the cellulose of
eucalyptus wood pulp.

4. Sustainability provides a new framework for thinking that moves from a linear model to a
coherent model that has value as part of an era of cheap oil and materials. The new concept is
of a circular economy, which refers to an industrial economy that is providing waste and
pollution by design or intention and in which material flows are of two types - biological
nutrients designed to reenter the biosphere safely and technical nutrients which are designed to
circulate at high quality in the production system, without entering the biosphere as well as
being restorative and regenerative by design.

5. Sustainability has also given rise to a new concept of Triple Bottom Line (TBL), an expression
coned by John Elkington. TBL suggests that there be separate bottom lines for social,
environmental (or ecological) and financial dimensions. Ratified by the United Nations and the
ICLEI (groups of local self government), TBL will be the standard for urban and community
accounting and the dominant approach to public sector cost accounting. Similar UN standards
apply to natural capital and human capital measurement

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