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20 SUMMER 2024 SUSTAINABILITY CONT. Rust says it's vital to integrate en- vironmental concerns into business practices for several reasons. "First, it ensures compliance with increasingly stringent regulations, helping companies avoid legal and financial penalties. Second, it aligns with consumer preferences, as more customers prioritize sustainability in their purchasing decisions, thereby enhancing brand reputation and loyalty," Rust says. "Third, it fosters operational ef- ficiencies and innovations that not only reduce costs but also improve profitability. Moreover, by com- mitting to environmental goals, businesses can position themselves as leaders in sustainability, making them more attractive to investors and future talent." Multiple Manitoba businesses are already on the forefront of sustainability. At NFI Group, sustainability is deeply ingrained in the company's DNA. NFI Group is the publicly traded parent company of New Flyer Industries, Motorcoach Industries, Alexander Dennis, ARBOC Specialty Vehicles and NFI Parts. Paul Soubry, president and CEO of NFI Group, says the company's sustainability pledge was originally drafted in 2006 to serve as a foun- dational commitment that shapes organizational values and decisions. "Sustainability is not a tick-the- box or a bolt-on initiative. It is one of our core company values and a fundamental pillar that guides our decisions from long-term strategic Sustainability also serves as a catalyst for driving innovation at NFI, which offers 17 different zero-emission bus and coach models. SUBMITTED PHOTOS

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