ABSTRACT
Every movement needs leaders, and sustainable business is no exception – not least because of the role that companies will have to play in order to develop and deliver a sustainable future. What motivates corporate sustainable leadership varies from company to company. Some see sustainability as an obvious way to cut costs. Others realise sustainability can open new markets and deliver new business. A growing number of business leaders understand that a commitment to the environment and society over and above the pursuit of profit is baked into their purpose – aka what they stand for. Whatever their motivation, leaders who are committed to sustainability play an important role in helping companies win public trust. This chapter explores the importance of leadership in driving sustainability within a company and it examines how companies including Aetna, AT&T, CVS, REI and Unilever have communicated their sustainable leadership to win consumer trust and respect.
