ESOMAR Congress 2009: sustainability, market research vs management consultants and overall Congress themes
James Aitchison
Adam Werbach's strategy for sustainability
Sustainability, believes Adam Werbach, CEO of Saatchi and Saatchi S, is an irresistible force that the corporate world cannot ignore.
"Companies will be a part of sustainability, or they'll be bowled over by it," the author of Strategy for Sustainability and CEO of the world's largest sustainability agency predicted in his late afternoon keynote address on Thursday.
It's a view borne out by the findings he presented of an eight-country study of consumer attitudes to sustainability conducted...