How can we communicate better the value of sustainability to consumers?
How can we communicate the aesthetic possibilities? (i.e. that green doesn’t equal ugly brown products) A. The best way to communicate the value of sustainability is to demonstrate its relevance. Don’t play the guilt card. Play the better-solution card. Q. How can the goals of sustainability and the goals of profitability co-exist? A. That’s another myth – that sustainability and profit are trade-offs. In fact, it is the opposite. My research on business benefits realized by hundreds of real companies working on environmental and social responsibility showed that large companies can make at least 38% more profit from sustainability initiatives over five years, fully costed. The goals of sustainability and the goals of profitability can not only co-exist, they can thrive together. Q. Why do you think sustainability and environmental efforts have come up against such opposition by consumers and businesses alike? A. It is a mind set issue. The legacy of sustainability and environmental ef
