From Sustainability to Sustainment: New Language for a New Era

As the political temperature of the corporate ESG (environment, social and governance) movement continues to rise, some business leaders are searching for alternative language to describe their sustainability efforts. They may not have to look far. The principles of sustainment are key guidelines for United States military logistics, and they sound very much like the sustainability goals articulated by the corporate ESG movement.

Sustainability is sustainment

In parallel with corporate sustainability efforts, the U.S. Army lists foresight, efficiency, flexibility and a willingness to adopt new technologies as essential to the principles of sustainment, emphasizing that they must be integrated throughout an operation, similar to the integrated model that underpins the ESG movement.

TriplePundit learned more about the parallels between sustainability and sustainment during a visit to the Brooklyn solar startup Pvilion. In addition to producing architectural solar systems, Pvilion manufactures flexible, transportable, solar-enabled canopies for the U.S. military and other customers.

Colin Touhey, Pvilion CEO, drew attention to tax credits, aesthetic appeal and other benefits of solar-embedded architectural structures. The company integrates solar cells into fabrics to create products like canopies, tents and building facades that generate electricity. Transportable solar energy systems can also reduce dependency on diesel generators, an important logistical consideration for military operations in remote locations where fuel transportation is difficult, expensive and potentially dangerous, he said.

Workforce benefits are additional factors. Based on conversations with hands-on personnel who repair and maintain diesel generators, Touhey found that solar energy systems are easier to work with and support a more healthful, less noisy environment. They also avoid logistical complications related to diesel generator breakdowns, parts replacement and fuel supply. 

“People who work with [diesel] generators are our biggest advocates,” Touhey said. “Sustainment focuses on the customer’s functions.”

The next steps for Pvilion include developing a self-forming solar canopy, which the Air Force is currently demonstrating. Equipped with a solar-powered robotic system, the canopy can assemble itself in just 60 seconds. A standard canopy requires several people and about 30 minutes to set up manually.

In addition to the benefits of solar energy, the self-forming canopy demonstrates how sustainable technology can have a ripple effect on other elements of an operation. “If you need fewer people, you need less water, fuel and food,” Touhey said.

Sustaining national security with renewable energy

On a larger scale, the Department of Defense began installing utility-sized solar arrays and rooftop solar panels at its bases during former President Barack Obama’s administration to improve energy security and resiliency at its facilities. The new federal energy policy announced in an executive order by President Donald Trump last month may place some obstacles in the way moving forward, but military analysts continue to make the national security case for renewable energy. Their perspective mirrors the sustainability concerns of businesses.

Researchers from the international security think tank Stimson Center, for example, describe the benefits of on-site renewable energy in an opinion piece for Defense News. They note that many U.S. bases are vulnerable to energy supply disruption due to their reliance on the civilian grid for electricity and diesel fuel transportation networks for backup power.

“It is too expensive for the Department of Defense to fortify the entire electric grid; it is far easier to ensure energy resilience on bases instead,” they wrote.

Next steps for the language of sustainability

Some businesses changed the words they use to discuss sustainability with clients and customers when conservative backlash against the ESG movement accelerated during former President Joe Biden’s administration. Still, anti-ESG legislation does not necessarily reflect public opinion. In 2023, for example, the communications firm Rokk Solutions found that a strong bipartisan majority of voters recognize they personally benefit from corporate conservation efforts and other specific actions.

A survey conducted last fall by the research firm YouGov on behalf of Whole Foods also underscored the popularity of corporate sustainability efforts among younger consumers, finding that almost 75 percent of Generation Z consumers are concerned about the climate, 70 percent support climate-smart agriculture, and more than 50 percent choose brands that emphasize local sourcing and environmental protection. 

“The study reinforces a growing demand among younger generations for clear information about sustainability to make informed purchasing decisions,” according to YouGov.

The strategic planning firm Trajectory Partnership also emphasizes the need for clarity and specificity. Everyday language is a more effective way for businesses to communicate sustainability, according to a survey the firm conducted last year. “Many terms such as ’carbon neutral’ and ’net zero’ are either poorly understood by consumers or polarize opinion,” according to Trajectory. “Other terms such as ’locally sourced’ or ’recycled’ are much better understood.”

A new survey from the software company Workiva also indicates the corporate sustainability movement is a permanent trend, regardless of politics.  Among other findings, 97 percent of executives surveyed said sustainability reporting will be a business advantage within two years, and 85 percent are continuing their climate disclosure plans despite the shifting political environment.

Finding the right words to reach consumers and clients in the U.S. while competing in the global marketplace is more important now than ever. The months and years ahead will challenge the ability of U.S. business leaders to communicate openly and effectively about their ESG programs. Still, in Europe and elsewhere the decarbonization movement is accelerating, and consumers will not stop demanding transparency.