Sustainability is pervasive in global business. And its implications are tremendous. Leading brand owners and their retail partners are making sustainability a key factor in their purchasing decisions. Of course, Wal-Mart has been the leader in the field.
What surprises me is that many companies don’t equate sustainability with innovation. Sure innovation is an overused buzz word. But it is a requirement to drive change of products, technologies and services that enhance environmental friendliness. Unfortunately, too many companies, particularly b-to-b suppliers, shape their communications as is they were writing for regulatory agencies.
Sustainability is not a fad…it’s a fact of business. And those companies that can position themselves as truly innovative business partners will create tighter business partnerships with key customers and prospects.
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