Jay on importance of Sustainability-Oriented Innovation
Sustainability, sometimes under the banner of corporate social responsibility (CSR), used to be a specialty practice used by only a few companies, like Nike and Coca-Cola, to manage risks to their high-value brands.
But times have changed, and as we described in our first post, Nike is now using sustainability to drive the top line by enhancing product development and revenue growth with technologies like Flyknit. Startups like Liquiglide and its super-surfactant products, unicorns like Uber and its on-demand transportation service, and large systems integrators like Lockheed Martin with burgeoning renewable energy and energy storage systems are combining sustainability with revenue generation in various ways. Sustainability-Oriented Innovation (SOI) is the basic enabler of this trend.
