What is sustainable business?
"Development that meets the needs of the present without compromising the ability of future generations to meet their own needs" (Brundtland Report, World Commission on Environment and Development 1987).
From a marketing perspective, sustainable business practice entails developing strategic thinking that positively impacts firms' long-term economic sustainability in an increasingly volatile and resource constrained world; analyzing firms' environmental footprint; and understanding the firms' long-term relationships with stakeholder communities. It also requires not only full, but far more efficient use of company resources. It places innovation at the heart of attempts to move toward clean technology, and resource efficient, climate- and ecology-friendly products and services. It strives to balance the need to develop economically with the need to maintain social and environmental consideration
From a marketing perspective, sustainable business practice also involves consumer-centered thinking, approaches that view customers as people with needs beyond material consumption and temporary gratifications. It also includes issues that affect customers' fundamental quality of life, access to air, water, health, markets, and so on. It incorporates a long-term perspective to consider the needs of stakeholders, not just of the present but of future generations...
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Sustainable Business
University of Wyoming, College of Business
Dept. 3275
1000 E. University Ave.
Laramie, WY 82071
(307) 766-6362
Email: hpatters@uwyo.edu
