Chapter 2 Why Bother?

At its core, sustainability is about building foundations for future success. For company leaders, that requires understanding the trends that will impact your businesses and the buying habits of your customers (and their customers). By shaping your future business offerings to align with those trends, you position your company to win in the marketplace—while helping to solve the world’s pressing challenges.

In this chapter, we address the “why bother” question as follows:

–Describe what strategy leaders call the opportunity of the century

–Look globally—at the risks that impact every industry and every supply chain— direct from the annual World Economic Forum (WEF) annual Risk Review

–Look locally—and ask how all this ...

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