Click here to read The changing face of sustainability and what it means for brands part 1: Understanding consumer attitudes.
What does sustainability mean to business?
Much corporate thinking around sustainability has been based on the Triple Bottom Line model devised by business adviser John Elkington back in 1994. In this, sustainability is defined as doing better for the planet, better for people, and better for profits. But in 2019 Elkington declared that the model was wrong: the “better for profits” line had given companies an excuse not to innovate in sustainable alternatives.
In his new book, Green Swans,...