Barriers to Sustainability and How to Overcome Them

7/9/2025

Let’s be honest—sustainability is easy to talk about but seemingly harder to implement. Even when organizations genuinely want to reduce their impact, roadblocks like money, time, and capacity often get in the way. While those barriers are real, they’re not impossible to overcome. In fact, we’re seeing more and more examples of how companies, cities, and nonprofits are getting creative and resourceful, especially when the right tools are in place.

Here’s a breakdown of the six biggest barriers to sustainability and a few ways to start breaking through them.

1. “It’s Too Expensive”

The myth that sustainability is too costly is one of the most common, and one of the most misunderstood. Upfront investments like energy-efficient systems, compost infrastructure, or waste audits can seem intimidating, but those costs are often offset by long-term savings, tax credits, and avoided landfill fees. It’s not just about doing good, it’s about doing smart business.

May 2025 showcase of the results of the Milwaukee Food Waste & Recovery Study

Take food waste, for example. Our Food Waste Assessment in Milwaukee found that over 140,000 tons of food could be diverted from the landfill every year. That’s food with a value of $94.5 million annually. Not only does that number speak to the environmental harm of waste, it shows just how much economic opportunity is being thrown away. When businesses redistribute or compost instead of trashing it, they can cut disposal costs, qualify for tax incentives, and create new revenue streams.

2. "WE DON'T HAVE TIME"

Time is a real challenge. Many organizations are understaffed and overwhelmed. Sustainability can feel like just one more thing on an already full plate. But the key is to start small and start smart. Rather than overhauling everything at once, we encourage our partners to start with a waste audit. It’s a fast, focused way to understand where the biggest opportunities are. In many cases, just a few simple operational changes can drastically reduce waste with minimal time investment. WasteCap can help you take those first steps, whether it's conducting a waste audit, identifying opportunities, or guiding you through the changes. We're here to make sustainability manageable and achievable.

We’ve seen success when organizations approach sustainability the same way they would a safety plan or compliance checklist: prioritize what’s required, get help from experts, and chip away at the changes. Over time, those small steps add up.

3. “We Don’t Have the People or Tools”

Not every organization has a sustainability manager or a full-time team. Lack of internal staff capacity is one of the most cited reasons for inaction, but it does not have to be a dealbreaker. Today, there are more tools and external resources than ever before designed specifically to support sustainability with limited internal capacity. From waste tracking apps to AI-powered reporting to virtual training programs, a lot of the heavy lifting can now be outsourced or automated. The problem is not that the tools do not exist. It is that many people still do not know they are available or how to access them.

At WasteCap, we regularly work with organizations that have no internal sustainability staff. We help them design custom programs, conduct waste audits, write signage, and interpret data. That kind of external support can be the difference between a stalled-out effort and a successful one. Plus, with new technologies becoming more affordable and user-friendly, even small teams can manage meaningful progress. You do not have to do everything. You just have to be willing to ask for help, use the tools that already exist, and start with one area at a time.

4. “Leadership Isn’t Bought In”

You can have the most motivated staff in the world, but if leadership is not on board, the road to sustainability gets a lot harder. When the people at the top do not understand or prioritize environmental goals, projects get deprioritized, funding dries up, and progress stalls. Sometimes it is because leaders see sustainability as a “nice to have” rather than a core business issue. Other times, they simply are not aware of the potential impact or the risk of doing nothing.

What changes that? Framing. If leadership sees sustainability as a cost center or a moral initiative, they might not act, but if they see it as an opportunity for innovation, efficiency, resilience, and brand equity, it becomes a smart investment. The pressure is also growing from customers, regulators, and investors. Environmental and social governance (ESG) metrics are becoming standard. Companies that fail to act are falling behind. The case for sustainability is no longer just about doing the right thing, it is about staying relevant and competitive.

5. “People Won’t Change”

It is easy to get frustrated when systems are in place, but people do not follow them. Whether it is someone tossing recyclables in the trash or misusing a compost bin, behavior change is one of the hardest parts of implementing sustainable practices. People have habits, and habits are hard to break. This is especially true in shared spaces, like offices, schools, or apartment buildings, where there is not always accountability or ownership over the outcome, but people do change. They need clarity, consistency, and a reason to care. Clear signage, smart bin placement, ongoing reminders, and positive reinforcement can go a long way. Making the sustainable choice the easier one is key. If composting requires a long walk or confusing steps, most people will skip it, but if it is convenient and intuitive, participation goes up. Cultural change takes time, but it is possible. When people feel part of something bigger and see their efforts making a difference, they usually want to keep doing it.

WasteCap can support your team with employee engagement and buy-in. We offer workshops to educate staff on sustainability goals, strategies, and their role in the process. From one-time trainings to ongoing support, we help build a culture where sustainable practices stick.

6. “We Don’t Know Where to Start”

Sustainability can feel overwhelming. There is so much to consider (waste, energy, water, emissions, transportation, purchasing, packaging) that it can be hard to know where to even begin. This leads a lot of organizations to freeze. The fear of doing it “wrong” stops them from doing anything at all, but sustainability does not require perfection or a ten-year strategic plan on day one. It just requires a starting point.

The best thing you can do is begin with what is most visible or most urgent. If your dumpsters are overflowing, start with waste. If your energy bills are through the roof, start with lighting or HVAC. Choose one area, assess where things stand, and identify one or two simple improvements. That first step will provide insight, data, and momentum. From there, the rest starts to come into focus. You do not need to have all the answers to get started. You just need to start.

At WasteCap, we suggest beginning by tracking a few key metrics, nothing fancy, even a simple Excel sheet works. Start today. If you're unsure where to begin or what to track, we can help you set it up. That’s what we’re here for: guiding you through the first step so you can build from there.

Final Thoughts

Every organization hits barriers, but what matters is how you respond to them. We do not have to choose between sustainability and practicality. With the right approach, they can go hand in hand. It is not about being perfect. It is about doing better, one decision at a time.

The truth is none of these barriers are permanent. What feels impossible today often becomes second nature tomorrow. Whether it is a lack of money, time, tools, leadership support, or clarity, it can be solved. The worst thing we can do is wait, because when it comes to sustainability, the longer we wait, the more we lose.

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