Companies across the Baltics – and far beyond – are rethinking what sustainability action means in a shifting business environment. Although regulations are in flux, market signals are demonstrating different trends and the pressure to demonstrate credibility is higher than ever. This context implies that with or without compliance pressure, sustainability action has a role to play in business resilience and competitiveness. That is why we dedicated our recent webinar, Resilience through sustainability strategy, to this very topic.
Sustinere’s partner and senior expert Els Heile-Sundkvist drew on both her practical experience and the latest market perspectives to lay out a framework for how to design a sustainability strategy that is clear, credible, and future-fit and increases business resilience and supports finding the competitive advantage that sustainability can bring.
This article builds on her presentation, capturing the essence of her approach and the discussions with the practitioners who shared their experiences at the webinar.
Why strategy matters
Most companies have some sustainability initiatives in place – energy efficiency, recycling, supplier codes of conduct – but without a unifying framework, these efforts often remain fragmented. Or companies have created a strategy, but it was driven only by having reporting elements in mind. These individual initiatives or compliance-led strategies can look good yet fail to add up to resilience.
As Els pointed out in her webinar presentation, strategy is not an abstract exercise. It is a business tool. It helps organisations manage risks, pursue opportunities, and build credibility with stakeholders. And when done well, it turns sustainability into a genuine source of competitive advantage.
With that in mind, we introduced a five-step framework for building a sustainability strategy that delivers results.
5 building blocks of a sustainability strategy
Speaking at the webinar we described strategy as a sequence of connected building blocks. Each one shapes the next, creating a path from analysis to action.
- Materiality assessment. Finding what really matters
A strategy begins with clarity. Materiality is not about the exercise itself or for auditing purposes but about identifying the sustainability topics that truly affect the business and its stakeholders. By prioritising impacts, risks, and opportunities, companies understand where to focus their attention and resources. - Resilience analysis. Preparing for different futures
The next step is to explore how those material issues might play out under different scenarios. Resilience analysis maps the drivers of risk and opportunity and tests them against possible futures. The exercise is not about prediction, but preparation: knowing which actions are necessary in all scenarios and which depend on specific conditions. - Ambition setting. Defining the role of sustainability
Once the risks and opportunities are clear, a company must decide what it wants sustainability to achieve. For some, the baseline is compliance. Others see it as a resilience question, a competitive advantage, or even a core pillar of strategy. Setting ambition is about defining the value sustainability can create – from risk management to innovation and growth. - Action plan. Turning ambition into priorities
Ambition becomes reality only through concrete actions. An action plan connects the big picture with daily business choices: what should be done first, which stakeholders to involve, and how to balance immediate requirements with long-term goals. This is where strategy turns into a roadmap. - Implementation. Ensuring adoption and impact
Finally, even the best-designed strategy fails without adoption. Implementation means aligning people, processes, and resources so that sustainability becomes part of everyday decision-making. As already underlined, this is where change management plays a decisive role – reducing resistance, creating buy-in, and ensuring that strategy protects value rather than sitting unused on paper.
Why this approach stands out
What hopefully makes this framework resonate is its mix of rigour and pragmatism. Each building block is grounded in analysis, yet the outcome is unmistakably practical: companies walk away knowing what to do next.
This clarity matters now more than ever. Regulatory debates across Europe may rise and fall, but the direction of travel is clear – stakeholders expect credible action. Financial markets are already pricing climate risks. Clients and investors are rewarding companies that can demonstrate resilience. Employees, too, are looking for workplaces with purpose and direction.
Against this backdrop, a sustainability strategy is not just a compliance exercise. It is a strategic management tool, capable of unlocking new value while shielding businesses from risk. The five-step process offers a way to move from uncertainty to focus, from fragmented efforts to a coherent plan.
Conclusion: From webinar insights to business action
The discussion at our webinar, Resilience through sustainability strategy, highlighted one thing above all: companies that treat sustainability strategically are the ones building genuine resilience and competitiveness.
5 building blocks – from materiality to implementation – show how organisations can create a framework that works in practice.
For those who want to dive deeper, the full recording of the webinar is available on our website. And for companies ready to take the next step, Sustinere supports this journey end-to-end – from carrying out resilience analysis and materiality assessments to setting ambitions, building action plans, and guiding implementation.
Sustainability, in this view, is not a sideline. It is the backbone of a business built for the future.