The Berkeley Principles for Sustainable Business (3Es)

Sustainability is the practice of doing business in a way that enables profits over the long term within the bounds of the planet and society.

  • As a research center that aims to advance sustainable business practices, we recognize that the success of corporations is deeply intertwined with the well-being of society and the planet. We understand that it is no longer enough for businesses to focus only on short-term profits. Instead, they must consider the broader impacts of their actions on people and the environment for long-term growth and value creation.
  • To better understand how businesses can meet this goal, we conducted 15 case studies across various industries and sectors. The research revealed three underlying qualities that enable companies to “produce profitable solutions from the problems of people and planet, rather than profiting from creating problems.” These qualities—Engagement, Endurance, and Evolution, or 3Es for short—are the principles for sustainable business.
  • Engagement calls for firms to regularly identify and address priorities, needs, and risks associated with their stakeholder. Endurance emphasizes the importance of long-term thinking, where businesses’ decision-making must consider lasting impacts not only on financial performance but also on the environment and society. Finally, Evolution drives companies to continuously innovate and adapt their business models, strategies, products, and services to meet stakeholders’ evolving, long-term demands.
  • We are convinced that businesses, stakeholders, and society will benefit if a critical mass of companies commit to putting these principles into practice. By embracing these principles, businesses will not only thrive financially but also lead the way to a more equitable future.