Here’s an interview with Jay Yarrow of CNN Money/Fortune’s “Business Insider”: 

Business Insider: How do you define sustainability?

Adam Werbach: In a business context, sustainability simply means long-term profitability. Before 1987, that’s the definition that was widely understood. But in 1987, the United Nations released the Brundtland report, defining sustainable development as meeting the needs of the current generation without compromising the needs of future generations. This definition was quickly conflated with protecting our natural environment. In the book I argue that we need to return to the old definition of sustainability because the types of changes in society, technology and natural resources that are happening today are threats to the viability of businesses. Businesses that are prepared for the long term will get ahead of these trends in order to assure their longevity.

TBI: If I’m a CEO, how do I sell shareholders and board members on sacrificing today for sustainability tomorrow?

AW: CEOs first need to gain alignment around building a strategy for sustainability. If shareholders and board members are narrowly focused on the next quarter, then it will be difficult to implement such a strategy. You need to help stakeholders take the longer view through patience and education.

There is no conflict between sustainability and long-term profits. In the short term, however, responsible business leaders will make choices that might produce smaller short-term profits, but that’s a small price to pay for assuring the long term viability of a business. Capital investments in eco-efficiency provide long term operational cost savings as well as a hedge against resource cost fluctuations, like the unpredictable price of oil. Investing in engaging your staff will result in higher productivity, innovation and retention rates. Investing in R&D towards emerging consumer trends will assure long-term innovation.

Read the full interview.