Delivering what people want – without sacrificing sustainability: By seeing the reality as opportunity, the busi...

Delivering what people want – without sacrificing sustainability |

greenbiz.com 02 Oct '12, 3pm

Delivering what people want – without sacrificing sustainability: By seeing the reality as opportunity, the busi...

Sustainability planners have an opportunity here as well. In China, for example, a rising middle class increasingly wants healthy food and air and is willing to pay for what they want. In the U.S., the success of Whole Foods and Patagonia demonstrate the strength of the demands of "sustainable" consumers. At its root, want is fundamentally a term of value. To the extent CSOs can demonstrate that people legitimately want a car that goes further without refueling or food that is healthy or technology that benefits the community, then they have integrated sustainable principles into the core business model.

Full article: http://www.greenbiz.com/blog/201210/02/delivering-what-pe...

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