9Two sustainability leaders that superbly address the new rules

The new rules for addressing the demands of today’s sustainability-minded consumers not only represent a seismic shift in communication strategy but also now require a thorough, life-cycle approach to product development and the ability to forge constructive coalitions with a wide array of new corporate stakeholders. While most businesses are still learning the new rules and trying to adapt accordingly, some business are leading the way, pioneering new strategies, and enjoying the myriad benefits. While many companies, large and small, fit into this category, two have been chosen to be profiled in depth in this chapter: Starbucks and Timberland.

Of course, no company can be considered ...

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