At the October 1 GoGreen’08 conference here in Portland, Oregon, the panel on green marketing and branding introduced me to the concept of spiritual sustainability. In discussing the common misconception of sustainability as a green-only issue, a fourth dimension of the triple bottom line emerged: spiritual sustainability as balance among the three Ps of Profit, People, and Planet.
Adding spiritual sustainability into the mix goes beyond integrating the three Ps into a single set of business metrics. It introduces a holistic perspective on sustainability (though it does throw off the acronym balance of the Ps). Focus on a single P detracts from the other two; measuring two leaves the third behind. A truly sustainable marketing mix should put equal weight on all aspects of business and focus on achieving strategic harmony.
Isn’t balance the sense that prevents us from falling over?
P.S.: Thanks to Bridges, a local green business network, I have expanded my understanding of Profit into a wider, and more balanced, concept of Prosperity.
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Nancy L. emailed me what amounts to a comment on this post.
“After reading your blog post on Spiritual sustainability, please allow me to suggest that your fourth P is Purpose; thus the P acronym still works!”
Thanks, Nancy!