Clean Winners: Sustainability Strategy That Puts Customers First

Despite massive investments, sustainable business still isn't very profitable for most companies. Here's a fresh approach for resetting sustainability for customer value—and profitability.

Store aisles packed with products labeled "environmentally friendly." Businesses scrambling to respond to stakeholder demands that they make their operations sustainable. Ads touting green credentials for all kinds of enterprises. For a long time now, this has been the market landscape we've lived in, with...