The role of research in sustainability: because there’s no planet B

Vlerick Research Day 2024: Exploring the importance of sustainability in research

313377

Pavel Chalupnicek

Executive PhD Programme Coordinator

19 November 2024

Trends in business research come and go. But sustainability – in all its aspects – is here to stay. And as the world comes to terms with the fact that there really is no “planet B”, it’s clear that businesses – and researchers – can’t view sustainability as optional. This is why sustainability was top of the agenda at this year’s Vlerick Research Day. Participants explored the challenges and opportunities of integrating sustainability into management research. They also considered the need to include social and economic sustainability, as well as environmental concerns.

insights-research-day-2024

Making the case for sustainable practices

This is particularly relevant as the case for sustainability is debated. However obvious the need for sustainable practice appears for many, there’s a growing backlash – particularly in the US – against sustainable business practices.

So we decided to tackle this challenge head-on. We framed it as an opportunity to reassess how we approach sustainability in business, move beyond the hype and seek a deeper, more meaningful integration.

A presentation by Ingrid Molderez, coordinator of the CEDON Research Group at KU Leuven, fuelled the debate. With several provocative statements, designed to challenge conventional thinking, she pushed participants to dive deep into the role research can play in advancing sustainable business practices.

Existing mythIngrid’s response
A PhD in sustainable management is redundantBusinesses tend to focus on short-term goals. Academic research, on the other hand, offers a long-term, critical perspective. It’s a platform for evaluating and refining ideas that may get overlooked in a fast-paced business environment – making it anything but redundant.
Researchers are jumping on the bandwagon of sustainabilityWhile some argue that sustainability is just a buzzword, the evidence suggests otherwise. Yes, there has been more research on sustainability in some domains, but otherwise it’s remained the same. And as businesses and society face ever growing challenges, the need for thoughtful, impactful research is greater than ever.
Research in sustainable management is unnecessaryIn the past, sustainable initiatives were seen as optional add-ons. Not anymore. Pressure from consumers, regulators and industry standards has made sustainability a non-negotiable part of doing business. Companies must prove they comply with social and environmental standards – and research plays a vital role in shaping these standards and helping businesses meet them.
The concept of sustainability is not appealingDo companies only engage in sustainability because of external pressure? Increasing the intrinsic motivation of businesses and individuals to act sustainably is a challenge. It takes a shift in the narrative to highlight the positives of sustainability. And it needs businesses and researchers to lead by example.

Practising what we preach

We finished the session with a quiz designed to expose common sustainability myths – and an interactive workshop. We asked participants to brainstorm ideas big and small to improve sustainability at Vlerick. There were some excellent ideas that spanned environmental, social and governance, including:

  • Reducing client travel by teaching at company premises
  • Integrating sustainability research even more deeply in our programmes
  • Optimising energy use on Vlerick campuses
  • Offering exclusively vegan or vegetarian catering options
  • Having a “clean-up day” for digital files, to reduce energy consumption associated with cloud storage

We’re also working hard to drive sustainable practices in our research community. We’re currently developing a Corporate Sustainability Research Framework, to provide structure for ongoing research to make sure activities align with the school’s broader sustainability goals. This is a testament to our commitment to walk the talk when it comes to sustainability.

Looking ahead to a more sustainable future

The Vlerick Research Day was a powerful reminder that sustainability is not just a passing trend. It’s a critical, ongoing challenge that requires thoughtful, long-term solutions. For businesses, the message is clear: sustainability must be integrated into your strategy, and research plays a vital role in guiding that integration.

And we’re playing our part. A highlight of the day was hearing from faculty, researchers and PhD students who presented their “research in progress” on sustainability-related topics. The results of these studies will help businesses to meet regulatory demands and consumer expectations – and contribute to a more equitable, sustainable future for us all.

Learn more about our focus on sustainability
We’re creating impact through education and research – and on our campuses. Explore how here.

Get in touch!

Eva Cools

Eva Cools

Research manager