Introduction

This introductory chapter provides an overview of the case for companies to consider sustainability and the driving forces behind the need to make and market greener products or more sustainable products. The purpose of this chapter is to cover some of the current events that are encouraging companies to purse greener products. The rise of the global middle class is occurring at a rapid clip, with an additional 3 billion people expected to enter the consumer market by 2030. The growing urban middle class brings with it an unprecedented demand for resources, putting more strain on the global supply of raw materials, fossil fuels, food, and water. Other drivers discussed are the UN Sustainable Development Goals, environmental damage created by companies, and the mainstreaming of greener products. Some company examples are discussed from Tesla, IKEA, Coca-Cola, and PepsiCo.