ABSTRACT
This chapter draws upon the lessons of the sometimes hilarious but often outrageous tactics deployed by firms that have either snored through the environmental agenda or, worse, wilfully distorted their contribution to planetary degradation. Despite the emergence of leading sustainability champions in the past decade, many firms, often unheard of by the general public, continue to produce risible policies and communications on the central commercial agenda of the 21st century. Of course, some companies are simply lethargic and don't communicate on sustainability at all. Build a long-term strategy, with a clear vision, goals, targets and metrics, to make your company a sustainability champion in practice. Everyone must be a sustainability champion. They must have some knowledge of what the company is doing, why it matters to the planet, and why it is non-negotiable to the prosperity of the company they work for. Incentivise sustainability champions. Link pay, bonuses and benefits to proven leadership, from the factory floor to the boardroom.
