Generation Z anticipates brand sustainability action.
Author: Jeff Fromm
The capacity to deliver value and values and the integration of sustainability into fundamental company strategies will draw ethical customers and create remarkable market disruption.
In today's boardroom, sustainability is frequently discussed alongside DEI and profit projections for the upcoming quars. Since the smoke from Canadian fires caused toxic air from Wall Street to the halls of Congress, the issue is more urgent and pervades Wall Street both literally and figuratively. During this most recent "once in a lifetime event," I had problems breathing while walking in New York City.
Due to inadequate climate and carbon management, these severe weather events are occurring more frequently. It is essential for firms to embrace sustainability and include it into their core business strategy as the need to solve environmental concerns increases.
In order for public firms to include sustainability into their main business plan, it must be a profitable endeavor. If not, this turns into a one-time cause marketing or charitable giving initiative, neither of which will typically be central to the company's business plan.