by Ryan Harding
Last year, Hannah Jones, VP of Sustainable Business at Nike, wrote that businesses must adjust their sights, and begin to see sustainability as a “strategic prism.†The line of thinking Jones adopts seems to be an iteration of a familiar idea: to gain a competitive advantage in today’s progressively green-minded marketplace, sustainability must be allowed to develop into a constitutive strategic element driving and leading the commercial activities of businesses. Sustainability in the 21st century, Jones reflects, has developed into “a core strategic imperative for any company that intends to thrive and grow in the years ahead.â€
Beyond labeling sustainability a “core strategic imperativeâ€, or, translated into the rather muddled parlance in which I write, a universal social imperative, Jones underscores the transformative impact of transparency in the promotion of social movements encouraging structural changes to existing cultural paradigms.… Read the rest
