Chapter 10COMMON TRAITS OF SUSTAINABLE COMPANIES
We do not seek to predict; instead we provide a framework to think about possible futures.
—CHRISTOPHER A. KOJM
One of the most interesting and common misunderstandings about corporate sustainability is that becoming a better corporate citizen will mean a reduction in profitability. While we were writing this book, one manager told Nathalie, “That is all well and good, but our stockholders are expecting quarterly profits, and thus the main focus of our executives is on profit, not on investing in sustainable practices.” Six months after joining the organization, this new manager was convinced his company’s primary focus was short-term profits, and he executed accordingly. Yet by its nature, the ...
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