Futurethink Brings Us The Future of Green Business Strategy

(image courtesy of futurethink.com)

In their August 2008 futurist report entitled The Future of Green Business Strategy, online innovation and research consulting firm futurethink, offers a detailed 37-page exploration of the four main trends “shaping the Green marketplace”.  With the report, the firm attempts to show how principles of sustainability will be very influential in regard to how companies seek to innovate and grow, emphasizing that they must move beyond just carbon offsets and green marketing, and establish true transparency, in order to garner long-term consumer loyalty.  Clearly, futurethink appears to recognize the broader significance of environmental peril, stating that “Green is quickly evolving into a force that’s far bigger than a mere trend.  Green is about health, wellness, sustainability, and balance.”, but the determining factor will be how this firm and others like it, are able to translate this understanding to a Triple Bottom Line approach among its clients.  Just as Michael Braungart has stated that designers have a special responsibility to design products that do not harm the environment, green consulting firms with integrated TBL strategies, have a similar responsibility to positively influence the corporations for whom they consult.  As it is their expertise that is being sought, they must be prepared to push for the progressive change that is required.

futurethink

The Future of Green Business Strategy

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