Health and Disability- Business Growth vs. Sustainability: The Best Approach for Health & Disability Businesses

Connect and Grow Magazine Issue 19: April 2025

In the health and disability sector, businesses often face a crucial decision: Should they focus purely on growth—scaling quickly, increasing revenue, and expanding their services—or should they prioritise sustainability, ensuring long-term impact, ethical practices, and consistent quality of care?

As we can see, things constantly change, and in some cases, the funding of people with an NDIS plan decreases over time. It can leave businesses of all sizes focused on growth only and doing their best to get more clients instead of focusing on services.

While rapid business growth can be appealing, a sustainability-focused approach is often more innovative, ethical, and effective, especially in industries where lives and well-being are at stake. Here's why.

Growth vs. Sustainability: What's the Difference?

There are a few differences between a business growth focus and a sustainability focus.

Rapid expansion can sometimes impact the quality of the services, whereas Steady, long-term success with a focus on impact prepares the business and the entire team for expansion.

Focusing on scaling revenue as quickly as possible can put pressure on everyone in the business, and some may feel that everything comes down to money instead of services.

Emphasising ethical, responsible business practices that are focused on providing the best possible services for the clients the business serves can also help with staff retention when everyone is respected.

This may lead to burnout, staff turnover, and inconsistent service. It is when the focus is purely on growth, and the staff feel they are under pressure to grow the business or meet KPIs that are focused purely on more clients for services. In contrast, sustainability focuses on encouraging stability within the team, staff retention, and high-quality care.

Driven by short-term wins, it is growth-focused, whereas business sustainability is built on long-term success and adaptability.

Why a Sustainability-Focused Approach Works Best

The Health & Disability Sector Requires Consistency

Unlike other industries where aggressive scaling may be effective, health and disability services rely on trust, relationships, and quality care. Clients and their families must feel secure that the business will be there for them long-term, not just during a high-growth phase. Sustainability ensures that companies don't overextend themselves, preventing staff burnout, under-resourced programs, or inconsistent service delivery.

2. Ethical Responsibility Should Come First

Businesses prioritising fast growth over sustainability may cut corners in staffing, training, or service quality. In the health and disability space, this can have serious consequences for vulnerable individuals. A sustainability-focused business, on the other hand, guarantees that:

- Staff are well-trained, well-supported, and not overworked.

- Clients receive consistent, high-quality care.

- Business practices align with ethical and regulatory standards.

3. A Long-Term Vision Creates More Impact

Many fast-growing businesses struggle to survive long-term because they haven't built a resilient foundation. The health and disability sector needs companies that can adapt, grow responsibly, and provide excellent services for years. Sustainable businesses:

- Plan for steady, intentional growth instead of rapid, unstable expansion.

- Invest in staff well-being, ongoing training, and innovation.

- Develop systems that can evolve over time without collapsing under pressure.

4. Sustainability Encourages Stronger Client and Community Relationships

A growth-at-all-costs mindset can make businesses appear transactional, focusing on numbers rather than people. In contrast, a sustainable business model prioritises:

- Meaningful, long-term relationships with clients and partners.

- Community engagement and advocacy.

- Personalised, high-quality support instead of a one-size-fits-all approach.

Final Thoughts: Why Sustainability Wins

Growth is essential, but in the health and disability sector, it should never come at the cost of sustainability, ethics, and quality care. By focusing on long-term impact rather than short-term expansion, businesses can create stable, high-quality services that genuinely support individuals, families, and communities—not just for now but for the future.

The real question isn't "How fast can we grow?"—it's "How can we build something that lasts?"

Written by

Jacqui Grant

(Business Coach, internal auditor, with over 39 years’ experience in Health and Disability

Our website also has some assessment tools to help with your business and coaching sessions, tailored to suit you and your team. Visit Break Free Consultancy www.breakfreeconsultancy.com

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Disclaimer: All information is accurate at the time of publication and is subject to change. Always check the NDIS website for the most up to date information as things are changing.