Nairobi, July 19 -- Sustainability should never be treated as a standalone corporate exercise. The decision to adopt sustainability, the reasons behind it and the approach taken should all support an organisation's business growth strategy. This means sustainability initiatives and the trade-offs they involve must strengthen long-term competitiveness rather than exist simply to enhance corporate image.

Measuring the success of these initiatives without considering the broader business context offers little value. Organisations should evaluate whether sustainability actions have contributed to short-, medium- and long-term business growth.

For instance, a tree-planting programme should be assessed against clearly defined business objecti...