The Principles of Sustainability Innovation for Modern Brands

Article written for American business magazine Entrepreneur.com.

An analysis of the fundamental tension between prevailing sustainability initiatives and the growth paradigms of retail businesses. It underscores the criticality of a systemic approach, arguing that genuine sustainability innovation requires a profound understanding of the supply chain ecosystem. The CEO, as the orchestrator of this network, is uniquely positioned to spearhead this endeavour. Innovation is a growth engine, not a project, and in today’s environmentally challenged markets, it’s more urgent than ever.

Original publication available here.