ABSTRACT
This chapter shows readers how to go beyond the rhetoric and make sustainability a part of every employee’s daily experience on the job – a prerequisite for the ownership of sustainability. It examines in relation to sustainable business models. The chapter argues that marketing departments need to promote the environmental and social benefits of products alongside their functional strengths. It looks at systems, structures, and training that make it relatively easy to implement sustainability for every employee of a company, be it a huge corporation or the smallest shop. The chapter describes ways to empower and enable stakeholders by giving them the confidence and the freedom to start thinking and acting sustainably by themselves. Many sustainability initiatives require employees to pick up specialized expertise, like using eco-efficiency tools when evaluating a new product. The Network for Business Sustainability emphatically calls on companies to come up with appraisal and bonus calculation systems that rely on sustainability metrics.
