2025 SBC Conference Recap: Driving Sustainability Forward

By Jessy Servi Ortiz

The 18th Annual Sustainable Business Council (SBC) Conference held November 4–5 in La Crosse, Wisconsin, brought together sustainability leaders, innovators, and changemakers from across the region for two days of learning, connection, and best practice sharing.

This year’s theme “Driving Sustainability Forward: Beyond Compliance to Competitive Advantage” challenged attendees to move past the basics and embrace sustainability as a strategic lever for growth, innovation, and competitive differentiation.

We began the conference by acknowledging the challenges and wins of the past year. In an increasingly complex landscape, the dedication of our community proves that sustainability isn’t just important, it’s essential. Attendees left inspired by the collective impact of their work and reminded that together, we can drive meaningful progress.

Key Takeaways from the Conference

1. Sustainability as a Value Driver: Businesses that integrate sustainability into strategy gain a lasting competitive advantage. Stakeholders increasingly see sustainability as a tie-breaker in decisions, from purchasing to partnerships, highlighting the need for bold, measurable action.

2. Move Beyond Compliance: This year’s theme emphasized that compliance is only the baseline. Driving sustainability forward requires strategic planning, leadership, and a culture that embeds ESG thinking into every business decision. Every company, regardless of size, can contribute meaningfully.

3. The Green Masters Program® remains a cornerstone for organizations seeking to integrate sustainability into operations. Since 2010, over 400 companies have participated, using the program to measure, improve, and report ESG performance. With a national expansion underway, the Green Masters Program® helps businesses align with international frameworks and pursue continuous improvement.

4. Collaboration and Engagement our Key: Our network thrives on connection.  Attendees valued opportunities to connect, share best practices, and learn from peers. Collaboration fuels innovation, strengthens networks, and accelerates progress, reminding us that community is at the heart of SBC’s mission.

Keynote Insights: Leading Boldly & Innovating for Impact

Zack Main: Bold Leadership in the Built Environment

Zack kicked off the conference with a dynamic message on bold leadership and actionable sustainability strategies. Key takeaways included:

• Bold leadership matters: Sustainability requires vision, courage, and action.

• Decarbonization made practical: Break down complex energy efficiency and carbon reduction strategies into actionable steps.

• Integrate into business planning: Map sustainability across portfolios and make capital investments that deliver measurable returns.

• Every organization can contribute: Sustainability is an enterprise-wide responsibility, not just a “green team” task.

Nathan Franklin: Sustainability & Health Impact Nathan closed the day by showing how health systems are advancing climate action while improving community health. Highlights from his keynote:

• Sustainability drives health outcomes: Environmental initiatives can directly benefit communities and patients.

• Collaboration is essential: Cross-departmental and cross-organization partnerships amplify impact.

• Data-driven decisions: Metrics and analytics guide initiatives and track progress.

• Equity-focused solutions: Sustainable programs should benefit all stakeholders, especially underserved communities.

• Opportunity mindset: Sustainability creates opportunities to innovate, differentiate, and deliver lasting impact.

Together, these keynotes set the tone for a conference focused on empowering leaders to drive real environmental and social change.

Looking Ahead

The 2025 SBC Conference reinforced the power of collective action, bold leadership, and continuous improvement. As Wisconsin businesses continue to move beyond compliance toward true competitive advantage, the role of collaboration, education, and innovation has never been clearer.

Thank you to everyone who joined us in La Crosse, your participation makes a tangible difference in shaping a sustainable future.

Let’s keep driving sustainability forward, together.

Action Steps To continue the momentum:

• Join or Renew Membership: Take advantage of the conference discount and stay connected.

• Engage: Volunteer for committees or leadership roles and participate in peer learning.

• Accelerate: Use the Green Masters Program® to benchmark and advance your sustainability efforts.

• Support: Sponsor events, share expertise, or contribute financially.

• Collaborate: Partner with students, universities, and organizations on projects and internships.