The struggling world economy has some wondering if we - consumers and businesses alike - have raised expectations in the area of sustainability higher than we can afford. It’s a fair question since past environmental movements have stalled when the economy turned sluggish, as it did in the early 1990s.

Starbucks CEO Howard Schultz wrote an interesting piece on this subject last week on The Huffington Post. His take:

“Now is a time to be bold. Now is a time to invest, truly and authentically, in our people, in our corporate responsibility and in our communities. The argument–and opportunity–for companies to do this has never been more compelling.”

Bold words from an executive who’s company, just four days later, announced some massive Venti sized challenges. But since Schultz is largely behind creating an entire industry that raised demand, expectations and prices for coffee, his record of leadership and anticipating consumer trends make his opinions worthy of consideration.

It seems possible that this time around, sustainability will not only survive the downturn, but actually become part of the solution. Certainly long-term, green collar jobs and renewable energy offer huge opportunities. But in the mean time, it’s easy to see the part that procurement organizations can play in driving sustainability and cost savings.

Now, rather than simply marketing recycled consumer goods or halogen lightbulbs for altruistic citizens, ’sustainability’ has evolved into initiatives that drive efficiency, and even, cost savings. And for companies like Starbucks, sustainable sourcing can actually be a competitive advantage. Schultz, in describing their recently stepped up efforts, wrote:

“We also announced a set of ambitious but realizable goals for the way we source our coffee, how we help to sustain our environment, and what we can do to work with, and continue to contribute to, the communities in which we do our business and the world as a whole. Consumers are spending less and will more closely scrutinize products; they will embrace only the companies and brands they trust and with which they identify.”

In other words, consumers expect companies they know and trust to continue, and even, enhance their sustainability initiatives. Doing anything less would harm the brand and bottom line. So the sourcing and procurement operations will be relied on to drive savings of sustainably sourced direct goods.

But what about companies struggling to extract any further savings on sustainable direct goods, yet still desiring to utilize them in their products as a differentiator? Although those companies may have a tough time keep those costs down, they’ll look to procurement to keep other cost drivers in check. And in many cases, those indirect goods and services still provide opportunity for both savings and sustainability.

With top lines shrinking and consumers desires for affordable green goods still strong, it will be procurement’s responsibility/opportunity to provide sustainable products and savings.

Justin Fogarty is Managing Editor of Supply Excellence. For any questions or feedback on the blog or its contributors, Justin can be reached at jfogarty[at]ariba.com.