Business Sustainability: The Importance of Sustainability in Business

Business Sustainability: The Importance of Sustainability in Business

The world of business is always evolving, and one of the key factors driving that change right now is sustainability. It’s not just a trendy buzzword, but a crucial aspect of running a business effectively. You might be asking yourself, “Why is sustainability important?” or “How can it truly impact my business?” Well, let me shed some light on these questions. In this article, let’s explore what sustainability means in the business context, why it matters, and how you, as a business leader, can reap its benefits.

How is Sustainability in Business Defined?

Sustainability in business is all about the corporate social and environmental impact of a company. Put simply, if your business strategy is sustainable, it aims to have a positive effect on at least one of these areas. This approach not only helps to create a strong, resilient business but also contributes towards addressing some of the major global issues we’re facing today.

Some of these problems include climate change, income inequality, depletion of natural resources, human rights concerns, fair working conditions, pollution, racial injustice, and gender inequality.

Why is Sustainability Important in Business?

Sustainability has become increasingly important in business. It is not just about being a good company or making a positive impact. It’s also about making money. Surprisingly, being sustainable can help your profits. You might think that spending more on sustainable practices would hurt your profits, but that’s not true. The truth is, that the most sustainable companies are often the most profitable too.

This is where Environmental, Social, and Governance (ESG) metrics come in. These are tools used to measure how sustainable and ethical a company is. According to research by McKinsey, companies that score high on these metrics often do better than the market in the long term. So, acting on sustainability can give your business an advantage and make it last.

What Are the Three Main Principles of Sustainability in Business?

The three core principles of sustainability form the bedrock upon which sustainable businesses build their practices. Let’s break them down a bit and see how they fit into your business model.

The Environmental Pillar of Sustainability

This principle of sustainability is often the one that gets the most attention. Many organizations are trying to reduce their impact on the environment by using less packaging, saving water, and minimizing waste. These practices not only benefit the planet but also have positive effects on your bottom line.

For example, using less packaging can save money and improve fuel efficiency. Walmart is a great example of this. They focused on reducing packaging throughout their supply chain and promoting the use of recycled or reused materials.

However, one challenge with the environmental pillar is that businesses don’t always consider the full cost of their impact. This leads to hidden costs that consumers don’t see in the prices they pay.

It’s not easy to calculate the total costs of things like wastewater, carbon dioxide, land reclamation, and waste because businesses aren’t always responsible for the waste they create. Benchmarking is a practice that helps measure these hidden costs, so progress in minimizing them can be tracked and reported accurately.

The Social Pillar of Sustainability

The social pillar of sustainability revolves around people. It entails earning the support and approval of employees, stakeholders, and the local community. Treating employees fairly and making a positive impact on the community are our core beliefs. This includes improved maternity and family benefits, flexible scheduling, and opportunities for education and personal growth.

Community engagement should be a top priority too. Giving back through fundraising, sponsorships, scholarships, and investments in local public projects fosters goodwill and establishes a reputation of corporate social responsibility.

Additionally, global social responsibilities need to be taken seriously and ensure fair labor practices, safe working conditions, and the prevention of worker exploitation, particularly that of children. Commitment to eliminating unaccounted-for risks in supply chains aims to prevent tragedies like the Bangladesh factory collapse from recurring.

The Economic Pillar of Sustainability

The third pillar, the economic part of sustainability, is where many businesses feel more secure. After all, to remain sustainable, a business must make money. However, chasing profits should not overshadow the other two pillars.

In other words, the economic pillar is not about pursuing profit at any cost. Instead, it’s about following rules, effective management, and handling risks. While most North American companies are already doing this, not everyone is.

Sometimes, this pillar is called the governance pillar, which aligns with the ‘G’ in ESG. Governance means ensuring that the people in charge of a business, like the board of directors and management, care about what the shareholders, community, value chains, and customers want.

For example, investors may want to know that a company uses clear and honest accounting methods, and that shareholders have a say in important decisions.

They may also want to see that companies avoid conflicts of interest when selecting board members, refrain from using political donations to gain special treatment, and, of course, comply with the law.

Benefits of Sustainability in Business

Benefits of Sustainability in Business - Brad Sugars

Now that we’ve laid out the three main pillars of sustainability in business, you might be asking, “What’s in it for me?” Well, implementing sustainability can have a profound impact on your business. Let’s take a look at some of the most compelling reasons to integrate sustainability in your business model.

Competitive Advantage

Nowadays, customers are more conscious about the impact of their choices. They want to support businesses that care about the planet and society, just like we do. Embracing sustainability helps your business stand out from the crowd and shows that you care about the same things we do. This isn’t just about good PR – it’s about attracting a loyal customer base that shares our values and giving your business a competitive edge.

And the best part is, that efficient practices often help cut costs, which adds to your bottom line. Moreover, sustainability opens up new markets and opportunities, like the fast-growing industry of green energy that has high demand.

Investor Appeal

Sustainability isn’t just a buzzword; it’s something investors take very seriously. They’re actively looking for businesses that combine profits with purpose, understanding that sustainable practices can lead to long term success. When you demonstrate your commitment to environmental, social, and economic sustainability, you’re more likely to attract investment. Investors perceive businesses that prioritize more than just profits as less risky and more likely to thrive in the long term.

Revenue Growth

Sustainability isn’t just about conserving resources or being a good neighbor; it’s also about boosting your bottom line. Implementing green practices can help your business save money in the long run, driving revenue growth. For example, energy-efficient equipment can lower your utility bills, while waste reduction strategies can trim your supply costs.

But there’s more. With more and more customers willing to pay a premium for green products and ethical practices, sustainability can also open up new revenue streams. This can come from launching eco-friendly product lines, attracting customers with your positive social impact, or simply building loyalty with your ethical values. At the end of the day, sustainability is not just good for the planet; it’s also good for business.

Cost Reduction

Incorporating sustainability into your business model can lead to significant cost reductions. By adopting energy-efficient practices and using greener materials, you can cut down on utility bills and raw material costs.

Here’s the thing: every bit of energy saved means less money spent on electricity. And guess what? By managing waste effectively and recycling, you can reduce disposal costs and even make money from selling recyclable materials.

Plus, sustainable companies tend to be more efficient overall. They often find smarter, leaner ways of doing things, which can lead to savings in every part of the business. Long story short, sustainability can help streamline your operations and trim down costs, boosting your bottom line.

Value Creation and Innovation

Sustainability is a powerful driver of innovation. When you start looking for ways to reduce your environmental impact or improve social conditions, you’ll find yourself exploring new ideas and solutions. That’s where the magic happens. Innovative products and services that are also sustainable can create immense value for your business. They can meet customer needs in ways that nobody else is, helping your brand stand out and thrive.

Plus, they can even open up entirely new markets for you to tap into. The push towards sustainability might lead you to invest in renewable energy technology, for example, or engage in sustainable development using recycled materials. These are not just smart moves from a sustainability standpoint but can also give you a competitive edge.

Think about it, not only do you get to do something good for the planet, but you also get a solution that sets you apart from the rest. This is the type of innovation that creates real value. It’s a win-win scenario for your business, your customers, and the world around you.

Brand Reputation and Risk Mitigation

Sustainability plays a critical role in strengthening your brand reputation. It shows our commitment to ethical practices and makes a positive impression on customers, employees, and investors. Our dedication to sustainability also mitigates risks.

By complying with environmental laws and regulations, we avoid legal issues and potential fines. Also, our sustainable practices can shield us from the risk of resource depletion, ensuring our operations are future-proof.

Not to mention, a sustainable brand is more resilient in the face of public scrutiny and adverse events, safeguarding our business from reputational damage. All these factors reinforce our brand, making it more attractive and trustworthy in the market.

Talent Acquisition and Employee Retention

In today’s job market, workers like you and me have a keen eye for companies that align with our values. Sustainability is right up there on our list. We want to work for businesses that are mindful of their influence on society or the environment because it makes us feel proud and satisfied. When we find a company that cares, and even has a work culture that encourages sustainable practices, it’s a win-win. We’re more likely to stay and be committed to the team. It’s not just an added perk; it’s a key to running a successful business together.

New Opportunities and Emerging Markets

Sustainability opens up a world of opportunities and new markets. It’s like stepping into a realm where business success and care for the planet go hand in hand. Green energy, ethical fashion, and organic food are just a few sectors that are experiencing skyrocketing demand. People are more than willing to invest in products and services that align with their values.

They want to support businesses that genuinely care. So, when you embrace sustainability, you’re not only making a positive impact on the world, but you’re also tapping into a rapidly growing market with eager customers. Plus, you’re future-proofing your business, ready to adapt and thrive in a sustainable economy. It’s a bold move that can give your business a leading edge in your industry.

Increased Longevity of Transformation Investments

When you invest in sustainability, you’re making long-term investments that are likely to stand the test of time. These investments aim to transform your business towards more sustainable practices, leading to durable solutions that can serve your business for a long time to come.

They could take the form of renewable energy systems, waste management infrastructure, or even training programs to instill a culture of sustainability in your employees.

These are not quick fixes, but strategic moves that can provide ongoing benefits. In fact, investing in sustainability can help your business become resilient to future shocks and changes, ensuring that your investments remain relevant and profitable for years to come.

How to Create a Sustainable Business Strategy

How to Create a Sustainable Business Strategy - Brad Sugars

The journey towards a sustainable business might feel daunting, but don’t worry, you’ve got this! It all begins with taking that first step. Having a well-thought-out strategy is crucial as it acts like a roadmap, helping you navigate towards your sustainability goals. Let’s break it down into simple steps that are easy to understand and put into action. Together, we can make it happen!

1. Identify Issues and Define Objectives

To embark on the path of sustainability, you first need to take a closer look at your current business practices. Some businesses collaborate with sustainability consultants to identify areas that need improvement and create a plan to address them. It’s crucial to understand the full impact of your company on the environment and society. So, dive deep into your policies, operations, and current standing.

Some issues may be obvious and have straightforward solutions, like reducing waste or pollution. Others may not be immediately apparent, but they present opportunities for you to make a difference. For example, community engagement may not have been a top priority in the past. While not a problem in itself, you can bring about positive changes by boosting it through contributions and volunteer work.

2. Establish Your Mission

The next step to bring sustainability into your business is to define your mission. What do you want to achieve? Your mission should not only be about making profits, but also about making a positive impact. It could be as simple as reducing your carbon footprint, promoting ethical sourcing, or giving back to the community.

Keep it clear, keep it simple, and make sure it reflects your values. When you have your mission nailed down, it becomes your guiding light. It directs your decisions and actions, keeping your business on the path towards sustainability.

3. Set Realistic and Specific Goals

Now, take a moment to lay out your goals. What do you want your sustainable strategy to achieve? It’s important to ensure that these aims are reasonable and attainable. If you’ve identified multiple areas in your current operations that require attention, determine which ones are the most critical to address. This can be based on factors such as time-sensitivity or the magnitude of their impact on your business and the environment.

Place these high-priority issues at the center of your goal setting. And remember, goals should be specific and measurable. For example, instead of simply wanting to do more community service, set a target level of involvement and specify the types of service activities you want to participate in. This approach will help you stay accountable and motivated to achieve your sustainability objectives.

4. Consult with Stakeholders and Employees

Including your stakeholders in the process of crafting a sustainable strategy is crucial. Their valuable insights, rooted in community knowledge and their investment in your company’s success, can help shape impactful initiatives. Similarly, your employees play a vital role. Being part of the communities your company operates in, they have a deep understanding of the sustainability issues that need attention.

Whether it’s suggesting recycling programs or advocating for additional paid time off for volunteer work, employees can not only contribute ideas but also actively contribute to implementing these solutions. Their involvement ensures that your sustainable strategy is not just relevant but also practical and meaningful.

5. Craft the Strategy

With your goals in sight, it’s now time to create an actionable plan. This plan should outline the steps you need to take to achieve your sustainability goals. Keep it realistic, considering the unique position and capabilities of your company. A crucial part of this plan is setting a budget for your sustainable strategy, ensuring you have the necessary funds to bring about the changes you want. Timelines are equally important.

Assign a timeframe for each goal, recognizing that some aims may take longer to accomplish. If a goal seems too big, don’t hesitate to break it down into manageable steps. Remember, sustainability isn’t just a sprint but a marathon. It’s not about speed, but steady progress towards a better and more sustainable future for your business.

6. Implement Strategy

You’ve done all the groundwork and built a solid plan. Now, it’s time to put your strategy into action. Start small and gradually incorporate your sustainability practices into your daily operations.

Make sure everyone on your team knows their roles and responsibilities in implementing the strategy. Communication is key here. Keep everyone informed about the process and encourage open dialogue for any questions or suggestions.

Monitor your progress regularly, and don’t be afraid to make adjustments as needed. Understand that it’s okay if everything doesn’t go according to plan. Adopt a mindset of continuous learning and improvement. It’s about progressing steadily towards your sustainability goals, one step at a time. You’re in this for the long haul.

7. Asses and Monitor Results

Once you’ve put your sustainability strategy into action, it’s important to track your progress. Regular assessments will help you understand if you’re heading in the right direction. Use metrics that align with your goals to measure the results.

Maybe you’ve set a sustainability target to reduce waste by 20% or increase volunteer hours by 25% – check how close you are to achieving these goals. Also, don’t hesitate to welcome constructive feedback and use it to make improvements. Adjust your strategy if necessary.

Corporate Sustainability Practices

The idea of sustainability might feel like a big, hard-to-reach concept. But in reality, it boils down to small, everyday practices that make your business better for the world. Here, we break down some ways you can make your business more sustainable.

Climate Risk Management and ESG Reporting

Climate risk management involves assessing and responding to potential risks that climate change poses to your business operations. It’s like taking a proactive approach, anticipating weather-related disruptions, and developing contingency plans. On the other hand, ESG (Environmental, Social, Governance) reporting is all about transparency.

It’s like your business willingly sharing its impact on the environment, social and environmental issues, and governance structures. This includes things like your greenhouse gas emissions, labor practices, and board diversity. Both climate risk management and ESG reporting are about recognizing your business’s part in the larger world and making efforts to lessen negative impacts. They show your commitment to sustainability and can boost your reputation with conscious consumers and investors.

Resilient Infrastructure and Intelligent Operations

Resilient infrastructure is all about building and maintaining systems in your business that can withstand or quickly recover from tough conditions. It’s like having solid supply chains and reliable physical and digital structures. On the other hand, intelligent operations focus on making smart, data-driven decisions. It means using tools like analytics and artificial intelligence to streamline processes and improve efficiency.

Together, resilient infrastructure and intelligent operations ensure your business can adapt and thrive, even in challenging times. They also play a crucial role in sustainability by reducing waste and promoting efficiency.

Sustainable Supply Chains and Circularity

Sustainable supply chains prioritize environmental responsibility at every step. It’s like choosing suppliers who care about the environment, using renewable energy and minimizing waste. Circularity, on the other hand, is about keeping resources in use for as long as possible. It’s like designing products for longer use, recycling, and repurposing, instead of just producing and throwing away.

Together, sustainable supply chains and circularity can make a huge difference in reducing your business’s environmental impact. Plus, they can save costs in the long run and attract customers who care about environmental sustainability.

Electrification, Energy and Emissions Reduction

Electrification plays a significant role in reducing your business’s environmental footprint. It involves swapping out machinery and systems running on fossil fuels with ones that use electricity, ideally from renewable sources. When done right, it can greatly cut down on green gas emissions.

Next, being conscientious about energy use can drive down costs and emissions. Simple steps like turning off lights and equipment when not in use or adopting energy-efficient appliances can make a noticeable impact.

Lastly, emissions reduction is not just a nice-to-have, but a must-have for a sustainable business. Look for ways to cut down your business’s emissions, like switching to cleaner energy sources, optimizing logistics, or introducing telecommuting opportunities for your staff. These steps not only contribute to sustainability but also create a positive image of your brand in the eyes of eco-conscious customers and stakeholders.

Business Sustainability Challenges

Adopting sustainable practices in business comes with its fair share of challenges. Some businesses may view investing in sustainability as a cost rather than an investment, while others may lack the knowledge or resources to make sustainable changes. However, overcoming these hurdles is not just a moral duty but also makes good business sense. In this section, let’s delve into some of the common challenges businesses face when trying to go green and share some tips to overcome them.

Impact Measuring and Reporting

Tracking and sharing your green impact can be tough. You have to find the right tools to measure your carbon footprint, energy use, or waste generation. And then, how do you share these details? It’s not just about telling folks you’re “doing your part.” You need to show them facts and figures to prove it. Thankfully, many tools can help with this. You might have to invest a bit of time and money to get set up, but trust us, it’s worth it.

Seeing your progress on paper can motivate your team, attract eco-conscious customers, and even open doors to new investors. All in all, proper impact measuring and sustainability reporting can drive your goals and help your business grow in the right direction.

Customer Readiness and Preferences

Understanding your customers’ readiness for sustainable products and services is crucial, as it shapes your approach and pace towards sustainability. While some customers are already demanding greener options and are willing to pay a premium for them, others might need more persuasion and education about the benefits. Getting a grasp of your customers’ preferences can help you create a product or service that not only meets their needs but also aligns with their values.

For example, if your customers highly value eco-friendliness, they would likely appreciate products that are made from recycled materials or services that minimize carbon footprint. On the other hand, if cost is a major consideration for your customers, it would be beneficial to highlight how sustainable practices can lead to long-term savings.

Regulatory Environment

Navigating the regulatory environment can feel like a roadblock on our journey to sustainability. Different regions have their own rules, and these guidelines are constantly evolving as our understanding of the environment grows. It’s like playing a game where the rules keep changing, making it challenging to know what’s considered “green” in one place versus another.

Moreover, there are specific rules about how we communicate our eco-friendly efforts – it’s not enough to just claim it, we must back it up with facts. But don’t let this discourage you. Yes, it’s complex, but it’s also an opportunity. By staying updated with regulations, we can gain a competitive edge while protecting our planet. And that’s a win for all of us.

Costs and Investments

While sustainability is a necessity, it often comes with upfront costs. Whether it’s investing in energy-efficient machinery, sourcing from eco-friendly suppliers, or training your staff in green practices, there’s no denying that these changes may impact your bottom line initially. However, viewing these costs as an investment rather than a burden can shift the perspective.

Think of it as planting a seed. It may take time and resources to get the seed into the earth and nurture it, but in time, it can grow into a fruitful tree. The same applies to sustainability investments . They may require initial outlay, but the long-term returns can be substantial. These returns come in many forms – reduced operating costs, increased customer loyalty, regulatory compliance, and even new opportunities for business growth.

Systemic Inertia

Systemic inertia can be one of the biggest roadblocks on the path to sustainability. It’s like that resistance to change we all feel when we’re used to doing things a certain way. It’s not just within your business, it can come from your partners or even your customers. We all have that natural inclination to stick to what we know, even if there’s a better way.

And when it comes to changing business practices that have been around for years, it’s even harder. But overcoming this inertia is possible. It starts with a shift in mindset. We need to see change as an opportunity, not a threat. We need to educate our team about the benefits of sustainability, involve them in sustainability initiatives, and celebrate every small win along the way. It might take some time and persistence, but it’s worth it.

Lack of Awareness and Education

One of the significant challenges we face in our journey towards sustainability is the lack of awareness and education about sustainable practices. Often, businesses and individuals are unaware of the positive impact of sustainability, not only on the environment but also on our overall business performance. This gap in knowledge can hinder our transition to greener practices.

But we can overcome this barrier by spreading awareness about the advantages of sustainable practices, educating our employees about how they can contribute, and providing actionable steps that businesses can take to become more sustainable.

For instance, hosting regular training sessions, workshops, or even inviting guest speakers who are experts in the field can be an effective way to educate our team. We can also share case studies of businesses benefiting from sustainable practices, which can serve as powerful evidence of the potential positive impacts on our operational efficiency, customer satisfaction, and even profit margins.

Tech Limitations

A hurdle we often face on the path to sustainability is limitations in current technology. Sometimes, the green solutions we aspire to implement are not yet feasible due to technology constraints. Whether it’s the lack of suitable machinery or software to track our carbon footprint accurately, it can pose a challenge. But remember, technology is ever-evolving. What may be a limitation today can soon turn into an opportunity as new solutions are developed. Embrace this as a chance for innovation, stay informed about tech advancements, and be ready to adapt when the time comes. It’s a challenge, yes, but it’s also an exciting part of the journey.

Competing Priorities

In the busy world of running a business, it’s easy for sustainability to take a backseat. We have so many pressing needs like meeting sales targets, managing cash flow, and handling customer complaints that it’s no wonder greener practices can get overlooked. However, it’s crucial to manage these competing priorities. We can’t afford to ignore sustainability—it’s not only good for the planet but also for our business.

Finding the right balance is key, ensuring we don’t sacrifice our green goals while addressing the immediate needs of our business. One way to do this is by setting clear, achievable green goals and integrating them into our overall business strategy. This way, sustainability becomes a natural part of our daily operations, rather than an afterthought. It’s definitely a challenge, but with careful planning, it’s definitely achievable.

Why the Future of Business is Sustainable

The future of business is tightly woven with sustainability. This isn’t just because it’s a nice thing to do for our planet, but because it’s a smart choice for the long-term success of any business.

The Market Demands Sustainability

Today’s consumers are more mindful of the environment than ever before and they’re choosing to support businesses that share their values. They’re looking for more than just great products or services – they want to know that their purchases have a positive social and environmental impact. As a result, companies are expanding their collaborative efforts beyond the typical confines of the supply chain, engaging in innovative alliances with nonprofit organizations, government entities, competitors, and even seemingly unrelated companies.

A case in point is Toyota Motor which is pursuing an extensive range of partnerships as part of its commitment to achieving a goal that transcends a mere reduction in environmental impact. Toyota aims to go “beyond zero environmental impact” by eliminating CO2 emissions from various aspects, including vehicle operation, manufacturing, materials production, and energy sources, with the ambitious target of achieving this by the year 2050.

Long-Term Financial Gains

While the upfront costs of going green can seem expensive, over the long run, sustainable practices often lead to financial savings. This could be through decreased energy costs, reduced waste, or improved operational efficiency. Plus, companies that adopt sustainable practices may be eligible for certain incentives or tax benefits.

Regulatory Compliance

Governments across the globe are putting more regulations in place to protect the environment. Businesses that are ahead of the curve when it comes to sustainability are less likely to be caught off guard by these changes and may find it easier to meet these new regulations. Also, a recent survey suggests that investors increasingly shy away from compliance risks.

According to the 2021 EY Global Institutional Investor Survey, 74% of institutional investors said they were more likely to divest from companies with poor sustainability performance, while 90% said they would now pay more attention to a company’s sustainability performance when making investment decisions.

Employee Satisfaction

Employees want to work for companies that care about their impact on the world. A commitment to sustainability can help attract and retain top talent, increasing job satisfaction and productivity.

Opportunity for Innovation

Finally, the drive towards sustainability encourages innovation. It prompts businesses to explore new methods, ideas, or products that are not only eco-friendly but also efficient and profitable. This can result in unique offerings that set a business apart from its competitors.


How to create a sustainable business?

Creating a sustainable business is a process that requires commitment and strategic thinking, but it’s definitely within your reach! Start by setting clear sustainability agenda for your business and then develop a plan to realize it. This may involve waste reduction, improving energy efficiency, responsible sourcing of materials, or developing eco-friendly products and services.

Engage your team in this process and provide them with the necessary training. It’s also important to communicate your sustainability efforts to your customers. They will appreciate your dedication to the environment, which can give you a competitive edge. Remember, the journey to sustainability is a step-by-step process. Don’t get discouraged if you can’t do everything at once. Even small changes can make a significant impact.

What is a good example of sustainable business practices?

Unilever, the parent company of well-known brands like Dove, Axe, Ben & Jerry’s, and Hellmann’s, has implemented a successful sustainability strategy. They introduced the Unilever Sustainable Living Plan in 2010, a ten-year initiative aimed at reducing the environmental impact of their products and creating a fairer work environment.

This comprehensive plan demonstrates how commitment and strategy can drive both environmental responsibility and business success. Unilever is working towards achieving net-zero emissions from their products by 2039 and a deforestation-free supply chain by 2023.

Is sustainability a business model or strategy?

Sustainability can be both a business model and a strategy. As a business model, sustainability is ingrained in the very essence of the business – it’s considered in every decision we make, from designing products to sourcing materials, and even providing customer service. This is where our entire business model revolves around delivering value while being mindful of our environmental and social impact.

On the other hand, as a strategy, sustainability is about the specific actions and initiatives we undertake to reduce our environmental impact or contribute positively to society. It’s a way of doing business that takes into account the long-term success of our business and the well-being of our stakeholders. This could mean making changes to our current practices, like adopting energy-efficient processes, or even launching new, eco-friendly product lines. In either case, it’s about making decisions that are not only beneficial for our business and customers but also for the planet we all share.

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