The Sustainability Sweet Spot

How to Achieve Long-Term Business Success

It's up to us to use our platform to be a good citizen.

Because not only is it a nice thing to do, it's a business imperative ... If this wasn't good for business, we probably wouldn't do it.

—Jeffrey Immelt, CEO, General Electric1

Where Profit Meets the Common Good

Business leaders with a superficial understanding of sustainability think of it as a distraction from their main purpose, a chore they hope can be discharged quickly and easily. “We're responsible corporate citizens, so let's write a check to the United Way or allow employees to volunteer for the local cleanup drive or food kitchen and get back to work.”

This approach reveals a fundamental misunderstanding. ...

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