Whether purchasing recycled paper and plastic, eliminating toxic chemicals from products, or setting goals to reduce carbon emissions, a growing number of global brands have upped their games to meet the standards of environmental watchdogs and conscious consumers, as well as the social media armies that stand behind them.
But rather than regard such "do good" efforts for the planet as added costs, savvy companies view them as essential ingredients for long-term growth, as they can feed directly into a purpose-led business strategy.
Consider IKEA: Through an integrated sustainability strategy described as "people and planet positive," the Swedish home furnishings...