Birds eye Context and 3 part strategy I usually recommend thinking about this in a different way than most people
Take Interface
One of the most advanced closed loop manufacturing systems on the planet They can recover end of life carpet tiles and cycle them back in a sustainable value cycle Most people would agree that this is one of the best examples of a closed look cradle to cradle value cycle Now if that were the only definition of sustainability Interface would he fine But the backing materials Interface uses is made of PVC
And PVC is a material that many environmental groups like Greenpeace want to see banned Among other things when burned or improperly disposed of PVC can create toxic carcinogens.
Strategically you need to engage in the greening frenzy.
I call this competition the Green Frenzy because its not unlike a feeding frenzy in the wild. You have a diverse group of interests and they are all clamoring to have their issues recognized as standard sustainability expectations.
The Brundtland definition For the last 2 years Ive been seeing CEOs adding sustainability to their keynote topics, which I guess is the sign of the times. And the one thing CEOs never fail to include is the traditional definition of sustainability. I ’ve never met anyone that didn’t think this was a good idea. That ’s not an accident. Written by diplomats so that 120 countries with radically different interests could agree to it.
The problem is that it is worthless to people like you trying to actually make their companies and product more sustainable. It tells us nothing about what a sustainable frozen pizza looks like or a sustainable washing machine And this is the new battle ground Competition is shifting from launching sustainable products to a battle over the very definition of sustainability in different product classes.
These interests are various stakeholder groups They included Governments, NGOs, industry associations, companies, academics And in many ways right now they are competing to have their vision of sustainability dominate What ’s important is that this cant go on forever. At some point there will have to be a shakeout
All these different groups are pushing in to get a bite at the carcass.
All actors come with their unique interests and worldview. Often times sustainability conflict is a deeper conflict of worldviews and value systems Kudlow Earth First Negotiating with other actors Renegotiating loyalties back at home.
.org world .com world .gov world
Each of the stakeholder groups brings strengths and weaknesses to the process.
