Social Pillar Of Sustainability

The social pillar of sustainability is often the one that is overlooked and under credited (Cuthill, 2009; Vavik and Keitsch, 2010;). Nonetheless, it still plays a crucial role in achieving sustainability. Social sustainability can be defined as a system or process that ensures communities achieve fair opportunities in terms of distribution, employment, social services, gender equity, health and education (Harris, 2003; Vallance, Perkins and Dixon, 2011; Murphy, 2012)
An economically sustainable system, is when the organization is consistent in producing goods and services in order to maintain and manage government and external debts as well as avoid damaging imbalances that could potentially impact production (Harris, 2003, Asheim, 2007).

For instance if an organization pursues to be environmentally friendly, there will be either a positive or negative outcome to it, such as it could benefit the community they operate in, thus being socially sustainable, however it may not be economically sustainable due to the cost of implementing the practice. An organization must acknowledge that there is a fine line when trying to be sustainable, and they must find a balance in order to be successful in their

For instance they can do this through direct marketing, packaging, exhibitions, events, point-of-sales, sponsorships, advertising, internet and social media and word of mouth (BSR, 2009; Konefal, 2012; Du, 2014). Whilst organizations continue to green wash they fail to acknowledge the significant negative impact it has on consumers and shareholders. As these incidences grow, consumers and shareholders confidence in the businesses and products have plummeted, which could in the near could cause social and economic issues for the business that is green washing (Konefal,