A Student Perspective: Graham Su'a
What Sustainability Means to the Next Generation of Business Professional
Before studying business, I thought sustainability/Corporate Social Responsibility was mainly about the commitment businesses made to positively serve their communities and protect the environment. Through my studies at Avondale, I have come to see that the responsibility extends further than that. It also involves how organisations treat their workforce, the decisions they make and whether they operate with transparency and integrity. The idea that has particularly stood out to me is that corporate responsibility starts from within an organisation, a business cannot genuinely claim to act responsibly if those same values are not reflected in how it treats its own people and conducts its operations.
Studying both Marketing and Human Resource Management has helped me see sustainability from two different but connected perspectives. From a marketing perspective, I have learned that building customer trust is important for creating sustainable, long-term relationships. For example, businesses need to think about delivering on the values and promises they communicate to customers rather than simply focusing on profit and short-term sales. From an HR perspective, I have learned that organisations have a responsibility to look after their workforce by providing the support, resources and services employees need
to perform and develop. Together, these perspectives have shown me that a business's responsibility extends to both its employees and customers, and that long-term success depends on how well it supports, values and builds trust with these groups.
As I prepare to enter the workforce, I think one of the biggest challenges for organisations will be making decisions that create long-term value, particularly when doing so may come at a greater short-term cost. Businesses can say they value sustainability or social responsibility, but I think employees and customers will increasingly expect them to demonstrate those values through their actions and decisions. For me, a genuinely responsible organisation would follow through on the values it communicates and earn the trust of its stakeholders through honest and consistent actions.
My education at Avondale has encouraged me to think about business success as more than financial performance. While profitability is important, I have come to believe that the impact a business has and the imprint it leaves on the world are also important measures of success. As I move into my career, one principle I want to carry with me is the biblical principle of service: choosing to do what is right, putting the needs of others before my own and ensuring that my work positively impacts those around me. Ultimately, I think businesses can create long-term value for people, profit and the planet when success is pursued with responsibility, integrity and a genuine commitment to serving others
Photo by Alena Koval on Pexels
Graham Su'a is a third-year Business student at Avondale University, majoring in Human Resource Management and Marketing.