Own the Future: 50 Ways to Win from The Boston Consulting Group

Part IV

Sustainable

Sustainability is now mainstream. Most companies view the need to develop sustainability strategies as a core goal rather than a sideline undertaken primarily to silence potential critics. This shift reflects the continued growth in the global population and of emerging economies—two forces that are compelling business and political leaders to find ways to make more efficient use of limited natural resources. At the same time, consumers and investors are increasingly favoring companies that feature a low environmental impact, positive social impact, and a proven commitment to sustainability.

Sustainability can also be a source of cost reductions, revenue growth, and competitive advantage. These assertions are borne out by hard data. According to our analysis, companies that are leaders in sustainability outperform those that take less aggressive measures. That's the case we make in Chapter 15, “The Benefits of Sustainability-Driven Innovation.”

Making sustainability a source of revenue growth is far from easy, of course. Although many consumers express interest in buying green

products, they don't always purchase them—particularly if the price tag is higher. In Chapter 16, “Creating Practical Consumer Value from Sustainability,” we zero in on how one sector—the home improvement industry—has made sustainability a profit generator by moving beyond marketing green products as a way to help the planet. Instead, successful companies combine the feel-good message ...