According to Harvard Business School Online, sustainability, specifically in
business, refers to conducting operations without negatively
impacting the environment, community, or society in a collaborative
effort to ensure a favorable future with continuous resources for
generations to come, (Spiliakos, 2018). Within certain industries,
there are definitive concerns inherent to the unique production of
materials, goods, or services relative to said commerce. For example,
Dixie is an organization known for making ecofriendly paper
products aimed at creating a more convenient lifestyle for its
consumers, such as disposable paper plates, cups, napkins, etc.,
(History of Dixie® Paper Cups and Plates | Dixie®, 2022). This iconic
company not only prides itself on prioritizing common concerns
among their industry but taking it a step further and addressing other
sustainability concerns, not necessarily industry specific.
Various reputable sources indicate that sustainability issues inherent
to the paper industry include deforestation, contaminated sediments,
waste production, energy consumption and irresponsible logging,
(Clean Water Action Council - Paper Industry, 2022), (Sustainability
Challenges in the Paper Industry, 2016). Upon initial visit of the
provided link, Dixie clearly states and explains four key ways they are
contributing to positively impacting these indicators, as well as the
benefit acquired in participating in these endeavors as listed below,
(Sustainable Paper Products | Dixie® | Dixie®, 2022).
Dixie promises to regrow one tree for every one used, keeping forests “sound and
healthy,” while referencing complete utilization of trees from
woodchips to pulp waste
This organization transfers waste to generate renewable energy
within manufacturing plants
Keeping track of endangered forests and wildlife to ensure
wood remains untouched in these areas by Dixie
incorporations, attempting to improve the habitat for “rare,
endangered, and vulnerable” species is important to maintaining
sustainability in the company
The webpage highlights the Sustainability Forest Initiative Certification to clarify their use of
legally sourced wood analyzed by out-sourced, trained
professionals focused on “preserving biodiversity and water
quality”
Further, Dixie Paper Products also presents a claim acknowledgement to
formalize their initiative of producing uncontaminated sediments by
promising that polystyrene foam, a synthetic polymer that has
thermoplastic tendencies, will never be used in their manufacturing
processes, (Polystyrene Foam | Foam Factory, Inc., 2022), (Sustainable
Paper Products | Dixie® | Dixie®, 2022). The organization also reveals
an 80% stamp of approval representing the company’s application of
plant-based materials, as well. Although the Dixie webpage clearly
identifies and discusses the common concerns within the industry,
followed by additional sustainability certifications and measures, the
webpage also includes a Q&A section that directly addresses more
sustainability practices. For instance, one of the responses focuses
on water conservation, specifically explaining its recycle, reuse, treat
and discharge process, reiterating their prioritization of sanitation
manners and sustainability standards, (Sustainable Paper Products |
Dixie® | Dixie®, 2022). Dixie also exhibits their love for community
involvement through promoting small and local landowners by
crediting their family forests for 70% of Dixie’s resources,
(Sustainable Paper Products | Dixie® | Dixie®, 2022). Through the
company’s presentation of devoting an entire section to
sustainability and utilizing bright, bold, and simple advertising tactics,
the importance and dedication of Dixie’s efforts and initiative is clear,
precise, and favorable. Although this company has grown into
success and continues to maintain sustainability and positive
recognition, risks associated with addressing these factors can be
prominent in the development process.
In the case of Dixie paper product, there is no clear evidence that I
have found that specifically recognizes any obstacles faced relevant
to sustainability, alone, but I could brainstorm a few potential
challenges that may have made this experience more difficult than
originally suggested, such as,
Struggling in the beginning of reconstruction to validate price
difference in comparison to competitors, as paper products are
often not deemed a necessity and mostly used for convenience
rather than status or décor, could insinuate a “cheaper”
consumer mindset regarding sustainability concerns. (e.g., The
Walmart example in the web text for related issues)
The process may have been costly in the beginning, in
conjunction with high upfront costs, to initiate company wide
practice changes or resource innovation techniques, especially
considering research, training, standardization,
licensing/certifications, etc.
Tracking outsourced supplier practices and ethics to ensure a
positive and beneficial collaboration with common values is
pertinent in standing behind their sustainability promise and
could have potentially proposed various contingencies that
made this difficult and expensive.
Focusing on one indicator so heavily, such as deforestation and
sanitation priorities, could cause Dixie to not be able to see a
poor relationship with another concern or limit their
perspective and performance in other areas
A questionable environmental record can lower productivity,
(SOOMO).
According to Forbes, economic, social, and environmental sustainability is a must in today’s
business environment as it increases business benefits like adding brand
value, meeting consumer demands, increasing efficiency, attracting
valuable talent, and creating new opportunities, (Rafi, 2021). In my opinion, the
business risks the organization could potentially be taking to prioritize their identified sustainable operations are
worthwhile from a business perspective. Summarily, the benefits outweigh the costs and there are more beneficial
properties to consider in comparison to hypothetical risks. Having a strong environmental
proposition helps companies tap new markets and expand into existing
ones, while also improving a company’s resource efficiency and the
strength of its financial performance, according to the web text,
(SOOMO Learning, 2020). Further, an organization with a reputation
of beneficial impact on the environment can find it easier to retain
quality employees, motivate them by instilling a purpose, and increasing
productivity which is positively correlated with shareholder returns,
(SOOMO Learning, 2020).
Resources
Clean Water Action Council - Paper Industry. (2022). Clean Water
Action Council.
https://www.cleanwateractioncouncil.org/issues/resource-issues/pa
per-industry/
History of Dixie® Paper Cups and Plates | Dixie®. (2022). Dixie.
https://www.dixie.com/our-story
Polystyrene Foam | Foam Factory, Inc. (2022). Foam Factory.
https://canada.foambymail.com/polystyrene-foam.html
Rafi, T. (2021, December 10). Why Corporate Strategies Should Be
Focused on Sustainability.
Forbes. https://www.forbes.com/sites/forbesbusinesscouncil/2021/
02/10/why-corporate-strategies-should-be-focused-on-
sustainability/?sh=6973eb357e9f\
Soomo Learning. (2020). People, planet, and profit.
https://www.webtexts.com
Spiliakos, A. (2018, October 10). What Is Sustainability in Business? |
HBS Online. Business Insights - Blog.
https://online.hbs.edu/blog/post/what-is-sustainability-in-business
Sustainability Challenges in the Paper Industry. (2016, October 13).
AICHE. https://www.aiche.org/chenected/2016/10/sustainability-
challenges-paper-industry
Sustainable Paper Products | Dixie® | Dixie®. (2022). Dixie.
https://www.dixie.com/sustainability\
