APPENDIX A
Sustainability 102
The Business Case for Green Strategy
As I discussed in chapter 4, the idea of the business case for managing our big challenges and finding ways to profit from them is increasingly surreal to me. But it’s important that we have the basic logic at hand when we’re making the larger pitch for greater, faster action. Many businesspeople are still skeptical that this pursuit isn’t some anticorporate plot. Nothing could be further from the truth.
With all this in mind, let’s review the basic business case, which is more than compelling. The key ideas here are based on my books Green to Gold, coauthored with Dan Esty, and Green Recovery. Additionally, I have developed a newer, “unified theory” to summarize the large forces ...
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