Sustainable business is good (in both senses of the word) capitalism

Yep, all Dennis's shots about ethical businesses are hitting the target. But it feels odd to be having a discussion about sustainability here in 2006. I thought the dangers of the quarterly reporting cycle and the pressures on management to deliver for the short-term had been laid to rest when Enron and WorldCom showed their investors how dangerous it was to ignore long-term business objectives.

The problem, of course, is the free movement of capital. If shareholders had to hold equity for a minimum of, say, five years, they'd pressurise management to deliver sustainable growth; businesses that had true "density" - and that means great relations with staff and customers - would win out both in terms of market cap and revenues. That enforced holding is impossible to engineer, of course. But some investors do it voluntarily - Warren Buffett, for instance.

As an aside, I once had a chat with John Rishton when he was CFO at British Airways. Oil was heading north at a rapid pace at the time, and I asked how his financial planning was going. He said they had a few more months of their forward buying to unwind, so they were OK for the moment. But he also told me what a lousy investment airline shares were. I said I was amazed - surely he could explain why BA was a good buy. Not to hold, he argued. No airline has ever really made any money over the long term and the professionals simply watch the yo-yo of the share price and sell on the peaks to make their money.

In other words, there is no incentive for the airlines, individually or collectively, to operate sustainably. They see the long-term investors as fools and the ones who make money on their stock as bandits. We all know how they view a majority of their customers (cattle - and DVT, did you now, is largely down to poor air quality in the cabin so they can save money). And they're having a tough time with staff, too. Not, then, the model of the open, honest and fair organisation that can deliver for the long term.