Paradigm shift for growth 2.0
Over the past years more and more companies have developed a Corporate Social Responsibility (CSR) strategy, which is generally based on avoidance and efficiency enhancement. As a society, we no longer have the time to align our activities to being just a bit greener, rather we must rethink our current systems and practices.
The Cradle to Cradle® design principle views sustainability as an innovation opportunity. Where products and services are designed to have a positive impact, successful business will be beneficial for the company, the employees and the environment.
Companies must therefore position their business step by step to becoming “beneficial” and start to see sustainability as an innovation opportunity. In this way the company’s core business will have positive impacts on the environment and society instead of distinguishing between CSR-reporting and industrial production in accordance with the principles of the linear economy (take-make-waste), as is common practice today.
Companies will then be able to take on responsibility for society and the environment, while being successful and profitable at the same time: externally as a result of the development of sustainable products or services and internally through the stepwise implementation of measures at the company’s sites and within the company structures.