Seeing Your Business Through Different Eyes: The Sustainability Lens and the Business Model Canvas
- Tamara Stenn
- 7 days ago
- 4 min read
The journey of building a successful and impactful business requires a comprehensive understanding of its various facets. The Business Model Canvas (BMC) has become a popular and effective tool for mapping out these key elements, from customer segments to revenue streams. However, to truly build resilient and meaningful enterprises, it's essential to view this canvas from different perspectives. This is where the Sustainability Lens (SL) comes into play (Stenn, 2019).
The Sustainability Lens offers four distinct yet interconnected domains through which to examine your business: Resources, Health, Policy, and Exchange. While the BMC provides a holistic overview, considering each SL domain separately when analyzing a BMC section can unveil crucial insights and opportunities for enhanced sustainability and impact (Stenn, 2017).
Why is it important to consider each domain separately? Because each facet of the SL highlights different aspects of sustainability. By focusing on each domain individually, you can conduct a more granular and thorough analysis, identifying specific areas for improvement and innovation that might be missed with a general overview. This targeted approach allows you to move beyond surface-level considerations and deeply understand the implications of your business decisions from various sustainability angles (Stenn, 2017, 2019).
Let's illustrate this by examining how each domain of the Sustainability Lens can bring a different perspective to the Value Proposition section of the BMC. The value proposition describes the benefits your product or service offers to your customer segments.
1. Resources Lens on Value PropositionWhen viewed through the Resources lens, your value proposition is examined based on where things come from and the environmental impact of your offerings. This lens encourages you to consider the sustainability of your inputs and the lifecycle of your product or service (Stenn, 2019).
Example: A clothing company might traditionally define its value proposition as providing fashionable and affordable clothing. However, through the Resources lens, a revised value proposition could be “offering stylish clothing made from sustainably sourced organic cotton and recycled materials, minimizing environmental impact throughout the supply chain.” This perspective emphasizes the ecological responsibility and resource consciousness of the product, appealing to environmentally aware customers.
2. Health Lens on Value PropositionThe Health lens focuses on human engagement and community, emphasizing well-being, ethical labor practices, and the social impact of your business. It considers how your value proposition affects the health and quality of life of your stakeholders, including employees, customers, and the wider community (Stenn, 2017).
Example: A food delivery service might initially focus its value proposition on convenience and speed. However, through the Health lens, a refined value proposition could be “providing convenient and nutritious meals prepared with locally sourced ingredients, supporting fair wages for farmers and delivery personnel, and promoting community well-being.” This perspective highlights the social responsibility and health-conscious aspects of the service, attracting customers who value ethical practices and healthy options.
3. Policy Lens on Value PropositionThe Policy lens examines your value proposition through the lens of advocacy and influence, considering internal policies, ethical governance, and your business’s role in promoting broader sustainability. It asks how your offerings align with or advocate for positive social and environmental change (Stenn, 2019).
Example: A financial institution might traditionally define its value proposition as providing reliable banking services and investment opportunities. However, through the Policy lens, an evolved value proposition could be “offering transparent and ethical financial services, actively promoting investments in sustainable projects, and advocating for responsible financial practices within the industry.” This perspective emphasizes the company’s commitment to ethical conduct and its role in fostering a more sustainable financial system.
4. Exchange Lens on Value PropositionThe Exchange lens focuses on accessibility and distribution, prompting you to think about how your value proposition ensures equitable access and fair terms of engagement for all stakeholders. It encourages exploring diverse methods of exchange beyond traditional monetary transactions (Stenn, 2017).
Example: An educational platform might initially define its value proposition as providing high-quality online courses. However, through the Exchange lens, a broadened value proposition could be “offering accessible and affordable educational resources through various channels, including tiered pricing, scholarships, and community-based learning initiatives, ensuring knowledge sharing and skill development for a diverse audience.” This perspective emphasizes inclusivity and equitable access to the platform’s offerings.
By diligently applying each domain of the Sustainability Lens to the Value Proposition, and indeed to all sections of the BMC, businesses can gain a deeper understanding of their impact and identify opportunities to create greater value for both their stakeholders and the planet. This multi-faceted approach moves beyond a singular focus on economic viability and fosters the development of truly sustainable and meaningful enterprises (Stenn, 2017, 2019).
References
Stenn, T. L. (2019). Building resilient and meaningful enterprises with the sustainability lens. Journal of Strategic Innovation and Sustainability, 14(3).
Stenn, T. L. (2017). Social entrepreneurship as sustainable development: Introducing the Sustainability Lens. Palgrave Macmillan.
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