Building a Sustainability Strategy Around Customers
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Turn breakthrough ideas into real results at the virtual HBR Innovation Summit this November with top CEOs and masterclasses on AI and growth. Register by September 30th and save 25%. Learn more at hbr.org slash innovation summit. Hi Ada Ignatius. I'm Alison Beard and this is the HBR Idea cast.
So Alison looked. As you know, there has been increased scrutiny in the past year or two over sustainability efforts, particularly in the US. Many companies have doubled down on their commitments, but some have deprioritized it under stakeholder and even political pressure and given everything else that they need to worry about. Yeah, I think with all the geopolitical turmoil, economic uncertainty, and the rise of AI and everyone figuring out what they need to do about it, it does feel like many organizations have put ESG on the back. burner or at least they're not talking about it as much as they used to, even though it's obviously still very important and something a lot of consumers still care about.
So today's guest is a believer in sustainability but thinks companies are handling it wrong. I mean look I think about myself I buy sustainable products I will pay a premium for them you know those products that are lighter colored and you assume that they're better for the environment As his research shows, most people will not do that. But he has a framework for thinking about sustainability not as a constraint that we need to limit our mix of products or what they could do, but as a source of innovation, sort of a new lens on sustainability work. That seems really smart because I think that companies that do see the most gains from sustainability efforts really embed
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