Chapter 2
The Four Principles for Managing and Scaling Sustainability
Problems cannot be solved at the same level that created them.
—Albert Einstein
With pressure on firms to innovate and disrupt themselves, there has been a rush into the sustainability space in all industries. Great news, right? Actually, the reality is more like a lot of businesses doing the right thing—providing products that are better for human health and the environment—wrong.
Here’s one example. Retail firms are leveraging their strong consumer relationships and multiple locations to serve as drop-off sites for clothing recycling. Sounds like a win-win-win for consumers, clothing manufacturers, and the earth; however, these retail giants are ill-suited for handling the ...
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