In the latest HBR ideacast, Steve Bishop global lead of Design for Sustainability at IDEO, discusses the inundation of companies marketing themselves as "green companies." It's interesting how it is the new moniker of the times.
Gone are the days when things were deluxe having been replaced by luxurious and other such terms of the moment. For the environmental movement, a higher bar needs to be established otherwise the term will quickly lose its intrinsic value.
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