March 16, 2010 — Jeffrey Hollender, co-founder of Seventh Generation (and a keynote speaker at the recent New Models of Social Responsibility Communitelligence Summit) unveiled a new book today designed to offer strategies to help the next generation of businesses win with sustainability in the marketplace.
The release, posted to CSRwire, states: “Industry heavyweights like IBM, Nike and British merchandising giant Marks & Spencer to emerging dynamos like Linden Lab and Etsy — are winning customers and profits by:
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Taking on a cause. Revolutionary responsible companies believe that what you stand for is far more important than what you sell. When Organic Valley organized itself around a mission that mattered — saving the family farm — it sparked employee’s imaginations and became a magnet for powerful partners. The result: it’s now the nation’s second largest brand of organic dairy products.
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Daring to wear the see-through. To be a truly responsible company, you can’t be opaque. So the Danish pharmaceutical Novo Nordisk, the world’s largest maker of insulin, invites animal welfare activists to tour its labs and improve its protocals for animal experimentation. The drug maker understands that by acting transparently, it stands a better chance of turning critics into collaborators.
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Scaling innovation. Green marketing campaigns don’t cut it anymore; insurgent good companies focus on innovation rather than reputation. Nike harnesses the creativity of its designers through the Considered Index, which rates the ingredients for each product it uses and suggests more sustainable alternatives.”
The release goes on to say that many more actionable strategies from the book will help businesses large and small win the race to the future. I don’t know about you, but I can’t wait to get my hands on a copy. The book, “The Responsibility Revolution: How the Next Generation of Businesses Will Win” is published by Jossey Bass. Cost is $27.95.
Look for a recap on the book from me the immediate future.
