What steps should a company take?

• Define sustainability relevant to the company, and construct the business case for sustainable development inside the company, assuring management and operational buy-in, support and encouragement (including dedicated resources).
• Get top management and Board endorsement and involvement.
• Internal communication that ensures management and workforce involvement and accountability. Assure that public and government relations efforts are aimed at achieving sustainability goals.
• External communication on mission and accountability, relevant to each stakeholder group — investors, employees, customers, suppliers and government.
• Develop partnerships with interest groups, government organizations, customers and retailers, understand what their needs are and work collaboratively toward specific sustainability goals that all involved can agree on.
• Target the next generation of consumers and other stakeholders, recognizing that sustainability is aimed at future stakeholder benefits, by getting involved in schools and public education about sustainability.
• Report progress (or lack of progress) in achieving metrics. Validate your claims. Get third party evaluation of both process and products.
• Create and use systems for internal and external feedback for continuous improvement in the sustainability program, keeping it relevant to the business and all stakeholders.