New guide aims to promote green business

Posted: 22 May 2008

What is described as 'the definitive guide to succeeding in the new economy' has just been published by Forum for the Future, a UK NGO working with businesses, including Marks & Spencer, Kingfisher and Unilever, to increase their green credentials and sustainablity.

Leader Business 2
Leader Business 2
'The antidote to greenwash', as it is described, the Guide examines business in terms of ten key activities, such as products and services, marketing and reporting. For each activity, it lists guidelines for leaders to measure themselves against and use as a template for success in the future.

The case studies, across all sectors, demonstrate a real shift in how businesses are achieving their objectives, Forum for the Future claims. For example:

  • Guardian News and Media leads the media sector with both operational and editorial commitment to sustainability.

  • Dulux/Akzo Nobel is moving towards sustainability through its trade paint Ecosure which has reduced environmental impacts.

  • Cadbury is looking to secure its future supply through its Cocoa Partnership programme that 'ensures economic, social and environmental sustainability for over a million farmers around the world'.

With over 30 case studies from the world's most innovative companies, leader business 2.0 is aimed at any organisation wanting to succeed, sustainably.

"Our smartest companies are realising that sustainability has to be at the heart of how they do business. This will not only ensure that they are the successful business of the future, but also that the planet we live on actually has a future," said Peter Madden, CEO of Forum for the Future.

Stephanie Draper, Acting Director of the Business Programme and co-author of the report, added, "Our work with the leading businesses tells us that you can be sustainable and profitable at the same time and that it's something all business should aim for. Our hallmarks show companies what that looks like and how they might go about it."

Click here to download the report.