Sustainability - what's in it for me?

I was reading a compilation of Dilbert cartoons the other day, and one made be think of sustainability, believe it or not.

In the strip, an alien ship is pictured rocketing to earth. Having arrived, the aliens came upon Dogbert. The aliens say something like, "We have come to share our technology and knowledge with you and help the peoples of this world live in peace and prosperity forever."


Dogbert replies, "What's in it for me?"


The aliens look at each other with dumbfounded expressions; the next frame shows them rocketing back to outer space.


How does this relate to sustainability? Perhaps because the industry has more than a little Dogbert in its psyche. What is in it for them? Whatever the definition of sustainability is - Tim York and Jeff Dlott have skillfully addressed the issue of "sustainability outcomes" contrasted with "best practices" in the April 21 issue of The Packer - the industry's self interest is a powerful motivator.

If someone tells a supplier that sustainability will meet customer and consumer demands, Dogbert's question remains - what's in it for me?