Today, sustainability has evolved to business responsibility. It means reducing and eliminating environmental impacts and being suitable for society, which includes privacy by design, transparent and trustworthy policies, positive health impacts, high safety standards at offices and factories, reducing plastic packaging, looking at biodiversity, sustainable farming and much more.
So the journey maps take into account four essential elements of business responsibility.
Several industries have large carbon footprints and are rapidly moving towards new low carbon technologies. Their action matters, but it won’t be enough by itself to create a low-carbon economy or trustworthy brands. For customers to trust brands, there needs to be genuine change by creating products and services that are responsible by design. So what does branded experience mean in this world? And what should be the role of marketing?
Once we have defined what these elements mean to the brand, we then define the customer, employee, and supplier actions that need to enable these changes in a significant level of detail.
Further, there is an ongoing discussion on creating businesses that are regenerative by design. How can this be enabled? What can be the long term goals for businesses? So many of the challenges around us are fundamentally design challenges. Designing with sustainability at its heart can help us choose better materials, systems that allow reuse and recycling and overall better value chains and processes.
