Tuesday, June 8, 2010

Sustainability is a Catalyst for Innovation

The companies participating in Sustainable Brands 2010 are functioning models of the evolving relationship between sustainability and innovation.

A 2008 report titled “A New Mindset for Corporate Sustainability" was co-sponsored by BT and Cisco, and was written by six academic experts from the United States, China, United Kingdom, Singapore and Spain. According to the report, sustainable innovation is creating new business models, opening up new markets, and providing a competitive advantage. Sustainable innovation is also improving profitability.

This report is more than a theoretical summary or academic exercise, it includes case studies that demonstrate how companies are employing innovative sustainable practices to better the environment and their bottom line.

Organisations that wish to grow profitably in the future must focus their efforts to benefit shareholders, society and the environment simultaneously. Concentrating on any one of these areas at the expense of the other two may compromise a business's long-term success. A focus on sustainability provides the best means to implement this triple-pronged strategy simultaneously, enabling organisations to innovate, differentiate themselves and succeed."

Although sustainable practices were once dismissed for being too costly, as evidenced by Sustainable Brands 2010, more and more companies are coming to the realization that sustainable innovations are a gateway to growth.

Sustainability affords new opportunities for innovation and for profit.
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Related Posts
10 Steps to Turning your Company into a Sustainability-Driven Innovator
Sustainable Brands 2010
Sustainable Brands Innovation Open Finalists
Environmental Revolution: Leadership and Morale
Environmental Revolution: Technology Certification
Environmental Revolution: Building and Operations
Sustainable Successes and Failures
Sustainable Business Methods, Strategy, Management and Reporting
Sustainability is an Unstoppable Megatrend
The Overwhelming Logic of Sustainable Business
Climate Counts: Businesses Combating Climate Change
Social Action Driving Businesses to Adopt Sustainable Practices
Consumers Continue to Embrace the Burgeoning Green Market
The 2010 World Energy Technologies Summit
America's Most Sustainable Businesses
Canada's Most Sustainable Businesses
Social Media and Sustainability
A Sustainable World Order

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