Opinion: Why Markets Are Sustainability’s Next Giant Leap
By John Elkington
Recall the tale of the drunk searching for lost keys under a streetlamp? Challenged, they admit that this may not be where the keys disappeared—but it’s where the light is. Understandable, but we must now ask whether the global sustainability industry has been doing much the same thing since it woke up to the power of leveraging corporate brands? Does our near-obsession risk becoming a strategic misdirect that could derail the wider system change agenda? If so, how do we get back on track?
Photo courtesy of Kristian Niemi.
Source: Rewilding Markets (link opens in a new window)
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- Environment, Investing
