Sustainability Is the New Advantage

During the last 150 years, we have stressed the oceans, warmed the planet and overextended almost every natural resource. To create real change will require a generation of leaders and businesses that think and act differently. "Sustainability Is the New Advantage" identifies the skill sets, best practices, and new ideas needed to teach a new generation to start, grow, and manage sustainable organizations. The shift to more sustainable business practices is the third act in the age of the corporation. Research tells us that during major market transitions, early adopters reign. That means only 15%–20% of businesses will make a bold transition to a sustainable business model during the next five to ten years. Everyone else will likely make incremental changes with less risk. Transformation is a difficult process for any company and ‘Sustainability Is the New Advantage’ offers a straightforward process for sustainability champions to advocate for accelerated change. Each company that succeeds in becoming a sustainable business is a collective win for the business community as well as future generations. To paraphrase Gandhi, we each need to be the change we want to see in the world.