Green is good and blue is better.
Keeping a business sustainable – or blue – goes beyond philanthropic nods to the environment. It needs to be a core business goal, says Adam Werbach, creator of Wal-Mart’s sustainability program and chief executive of Saatchi & Saatchi S, the sustainability wing of the marketing and consultancy company.
“Sustainability is about long-term profitability. It doesn’t mean just the environment,” Werbach told a room of 100 business professionals in Toronto on Wednesday, pointing to the four-part breakdown of sustainability built on social, economic, cultural and environmental trends in addition to an integral value of transparency.
“The idea is to think a little bit broader. Of course we need to protect the environment, but there are so many other things to connect to it,” Werbach said, exploring a theme in his new book Strategy for Sustainability: A Business Manifesto.