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Four crazy reinventions for truly sustainable businesses
And the even crazier alternative known as “realistic”
Casting a critical eye on any company’s not-really-sustainable sustainability initiatives can be depressing. Thankfully, we know what’s needed to reinvent businesses and whole industries to be truly sustainable.
Different people organize this knowledge in different ways. I will share one way—briefly outlining four elements that any company can apply. I will also respond to the recoil as people take these in and exclaim: “Are you crazy? This is totally unrealistic!”
What follows is the quick sum, and then the anti-crazy antidote.
Four requirements to reinvent industry in service of life
When I examined global fast fashion company H&M, I saw in their Sustainable Fashion Framework that they intend to “lead the change by pushing ourselves and the industry to reinvent and transform.”
In response to this inspiring intention, I offered four things that would demonstrate they have indeed reinvented and transformed industry for true sustainability. They are:
- Accept zero revenue from degenerative practices.
- Measure progress towards serving life.
