In its annual general meeting earlier this year, Adidas CEO Kasper Rorsted told shareholders based on a recent company survey, “70% of all consumers say that they consider sustainability a significant buying argument,“ and added, “If we succeed in sustainability – or when – we also succeed as a business.”
This is the third article I’ve written over just the last few weeks illuminating the ‘new era of sustainability’ driven by customer values, attitudes and preferences. Previously I discussed the sustainably-minded customer and the need for more transparent ‘green’ messaging form companies.
There is a growing body of evidence that suggests a shift is taking place in the context of sustainability management. Historically, the emphasis in sustainability management has been directed to doing less harm and achieving operational efficiencies. Now the tide is changing. Driven by escalating customer demand, there is a need to direct sustainability efforts toward innovative business models, products and markets that meet the changing needs and expectations of sustainably-minded customers. Read more
