Moving towards the proactive phase
Companies in the active phase work gradually towards making their products and services sustainable. Companies increasingly work with customers and other stake - holders towards sustainability. Where companies in the active phase make choices independently, based on internal considerations, those approaching the proactive phase are more outward looking, using dialogue and innovative collaboration with suppliers or NGOs, addressing subjects which affect not only their own business, but also a broader social context. These subjects may be beyond individual influence, and therefore only accessible by collaboration, relating to transitions in systems needed to progress conditions for sustainability. Often the board of directors in such companies has made the change, but moving the entire company in the same direction is an enormous task, and none of the companies we studied had fully reached the proactive phase (that is, according to their employees).