ABSTRACT
This chapter explores the mega-trends that are reshaping the business landscape and discovered a range of strategic responses available to business leaders. In contrast, embedded sustainability calls for an entirely different approach, whereby social and environmental value is integrated into the products and processes across the entire value chain without compromises in price or quality; in other words, with no green or social premium. Once the initial leadership commitment is assured, the first big decision to make is: Into what core business will we embed sustainability? The more specific the selection, the better – often it is a single brand, product line, and geographic market. Embedding sustainability for better positioning or embedding sustainability for creation of uncontested market space are both valid and potent options. However, putting all of the perceptions and visions on the table early is the best way to have a productive and realistic conversation necessary for designing a successful pathway to sustainable value.
