Departing the inactive phase
What does a company get out of a passive attitude to sustainability? Is this a conscious management choice, an externally driven necessity or a combination? This chapter sketches the first steps towards sustainability. We discuss:
1 The transition from inactive to reactive. Companies develop from a phase in which they do not consider themselves responsible for social problems (that’s what the government is for) to an initial level of societal sensitivity. The business case moves from classic (maximising profit) to defensive (reputation management). It is also possible that some companies have never been truly inactive; more on this later.