In its annual general meeting earlier this year, Adidas CEO Kasper Rorsted told shareholders based on a recent company survey, “70% of all consumers say that they consider sustainability a significant buying argument,“ and added, “If we succeed in sustainability – or when – we also succeed as a business.”
Adidas is not alone in recognizing and meeting this new sustainability landscape. It seems increasingly clear that development of customer-led sustainable products, services, and markets is becoming equally important to demonstrating sustainability leadership.
There is a growing body of evidence that suggests a shift is taking place in the context of sustainability management. Historically, the emphasis in sustainability management has been directed to doing less harm and achieving operational efficiencies. Now the tide is changing. Driven by escalating customer demand, there is a need to direct sustainability efforts toward innovative business models, products and markets that meet the changing needs and expectations of sustainably-minded customers
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