Let's be honest: real sustainability may not make business sense
http://www.theguardian.com/sustainable-business/blog/sustainability-business-sense-profit-purpose Considerations such as 'what do you really care about' and 'who do you serve' should be drivers of sustainability, not profit. If we want to make significant steps towards sustainability, we need to appeal to the real motives behind choices. Photograph: Cameron Spencer/Getty Images Wouldn't it be nice if the best business decision were aligned with the best ecological decision? Some people say that often it already is, and that if corporations would only wake up and see it, the opposition between profit and planet would diminish. The business case for sustainability draws on several core arguments. Pro-environmental practices create positive brand associations among consumers, politicians, and regulators. They also anticipate regulatory trends and position the company favourably when such policies become law. The mentality that seeks to further effici...