The Sustainability Generation Makes The Case For Value-based Businesses

Future business success depends on taking personal responsibility for sustainability, argues Mark Coleman in his new book, The Sustainability Generation: The Politics of Change and Why Personal Accountability is Essential NOW! 

“You will be in a world where natural resources are constrained and recruitment and retention are difficult,” Coleman warned in an interview. What’s required, then, are businesses and products built around engaged employees and social responsibility.

Coleman points to Green Mountain Coffee Roasters as an example. The company invests in the communities that grow its beans, he observed, not out of some abstract sense of obligation or philanthropy, but because keeping that environment healthy is a basic requirement for getting high-quality, low-cost beans. Sustainability is core to the business strategy. Continue reading