27 Sep '12, 9pm

Why consumer demand matters for sustainability

Editor’s note: Sustainable consumption is one of the topics to be featured at the upcoming BSR conference in New York. "Deliver what people want" sounds horrible to the ears of many green-hearted people. The core of the consumer business model smacks of short-term pandering to the public or, worse, soulless greed. Yet, two caveats before we render judgment on this pillar of capitalism. First, if the business, or any organization from non-profit to government, does not deliver what the people want, it will not last long. That’s a good thing, for it makes providers more responsive to the rest of us. Second, the deceptively simple concept of delivering what people want presents not only a business imperative but also an opportunity for sustainability to be more fully integrated into the business model. Let’s look at each word for a moment, starting with the second. What peopl...

Full article: http://www.greenbiz.com/blog/2012/09/27/consumer-demand-m...

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