ABSTRACT
There is growing sustainability awareness across many continents, particularly in Europe, which is further amplified by the connected societies and global responsibility movements.
Many governments are reprioritizing their economic growth engines and consider sustainability as a critical topic to be addressed immediately. They are developing economic and environmental policies and regulations to support this imperative. In the chapter, students will learn the imperatives of sustainability in the business context including Gen Z market orientation. We discuss success stories of sustainability-focused innovations at corporations such as The Procter & Gamble Company (P&G), Patagonia, Braskem (Brazil), and Colorifix (UK). Students will learn how sustainability-driven innovations are approached using the attached cases, Patagonia, Timberland, and Ecovative Design.
