From the CRO.com
By Dennis Walsh
Companies like General Electric and DuPont use sustainable practices to reshape their supply chain management, while Nike and Wal-Mart focus their environmental efforts on one of the most widely traded resources in the world.
Nature provides perhaps the best model for new forms of capitalism. Trees are able to take moisture out of the air and pump it back into the soil. Corporations need to be able to do the same. They must be profitable while at the same time delivering strong returns to shareholders and still promoting the health of people and the planet.
Today’s environmental initiatives are not just public relations campaigns intended to fool consumers. Neither is corporate attention to social issues altogether altruistic. A social initiative designed around a public relations campaign is fairly easy to recognize. BP’s five-year “Beyond Petroleum” advertising campaign was largely a public relations exercise. Five years ago it was revolutionary for an oil company to claim human activity had any effect at all on the climate, let alone to suggest that oil companies were not acting responsibly. The campaign made many of us adjust our view of “big oil.” Still, the campaign was not in itself revolutionary.