Sustainability's place on corporate 'to-do' lists.

• Author: Heffes, Ellen M
• Position: STRATEGY

Results of surveys on sustainability and "green" initiatives indicate that sustainability is seen as having significant strategic value to organizations, but that there's a disconnect between the strategic value and measurement of the initiatives.

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Results also indicate that despite the nation's attention on eco-friendly programs and policies, most businesses are not planning to step up their efforts in this area--at least not in the next year.

A survey conducted by Robert Half Management Resources in the fourth-quarter last year found that when financial executives were asked whether they expect their companies' emphasis on green initiatives to increase, decrease or remain the same in the next 12 months, 68 percent of chief financial officers said they anticipate no changes.

More than a quarter, 28 percent, said they expect an increased focus on issues. Just 3 percent expect to somewhat decrease their focus on green initiatives and 1 percent expect to significantly decrease their efforts.

The survey includes responses from 1,400 CFOs from a stratified random sample of United States' companies with 20 or more employees.

"Many companies may already be pursuing green initiatives and do not feel they need further investments in the near term, said Paul McDonald, Robert Half's executive director. "For other businesses, priorities may have shifted from environmental initiatives to returning to profitability, given the difficult economy."

Another survey, co-sponsored by accounting and consulting firm Crowe Horwath LLP and the Center for Business Excellence (CBE) at Miami University's Farmer School of Business, found that while sustainability initiatives are seen as having significant strategic value to organizations, the reporting on these initiatives is challenging.

The survey found that 72...