CHAPTER 5

Embodying—Corporate Vision

Or beyond internal change to also participating in the bigger movement externally

In a response to the global Climate Change debate mid-2008, Shell produced a report introducing two energy scenarios for 2050: Crumble and Blueprint.1

The development of long-term future scenarios as starting point for corporate sustainability agenda setting had been a familiar approach for the World Business Council for Sustainable Development (WBCSD) since its founding in 1993. However, the impact of these scenarios2 in changing towards more sustainable business seemed to be limited. Therefore, in mid-2008, the WBCSD initiated a different type of project. The core idea behind Vision 2050 was the establishment of the one common ...

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