Sustainability for organisational success: how Is Optus joining the dots?

Singtel Optus Pty Ltd (“Optus”) is an Australian telecommunications company in a highly competitive industry. While expanding its network, value proposition, and achieving superior customer experience is a key driver of market growth, Optus has embedded sustainability across its business as a market differentiator. In Optus, sustainability informs decision-making, the culture of its business, its operations, and its products and services. Optus believes that making sustainability a part of its DNA will establish the foundations for long-term success. This case study outlines four sustainability initiatives Optus is pursuing and how these initiatives are integrated into its daily business. Yet some key challenges face Optus on the way ahead and, as this case study shows, long-term sustainability requires a collaborative, innovative, and holistic approach. This case study was developed based on primary and secondary research about Optus’ sustainability initiatives up till June 2016.