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The sustainability challenge for businesses in 2017 is to embed sustainable goals and practices into their organizational culture and processes. That’s what respondents to our annual survey of CEOs tell us. It means making sustainability goals part of performance measurement, aligning philanthropy initiatives with business strategy, and setting ambitious sustainability objectives that stretch the organization. Businesses that build and maintain authentic brands around sustainability have a market advantage, not only in terms of attracting quality talent, but also among today’s customers, who are demanding more measurable and aggressive goals when it comes to waste reduction and resource use.