Cambridge Business Association
Beyond the Green Team
Book

Beyond the Green Team

Aligning Internal and External Communication to Advance Corporate Sustainability

Julia L Goldstein
Julia L. Goldstein, 2022
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The days of switching to reusable coffee mugs and calling your company sustainable are over, says Julia L. Goldstein. Today’s consumers, governments and investors demand that corporations do more to prioritize sustainability. Learn how to support the culture and mind-set shift required at your organization better to protect people, the planet and your profit margin.  Goldstein will inspire leaders to reflect critically on how they can embed sustainability into every aspect of their business through various methods, including getting certifications and combating apathy within an organization.

Summary

Today’s companies are facing pressure to be sustainable, not just profitable.

Sustainability can mean avoiding depleting the planet’s natural resources or seeing sustainable economic growth. Today’s organizations can achieve both if they rethink what growing sustainably means: Sustainable growth doesn’t have to refer to unchecked, continuous growth but can rather refer to figuring out how your organization can thrive in the long term while considering its impact on the natural world. Many people, including investors, customers and governments, are pressuring you to prioritize sustainability at your organization. Doing so may help you win customers: According to a World Wildlife Federation survey, over half the respondents reported changing brands to support companies better aligned with their sustainability values. ​

Whether you see pressures to be sustainable as an opportunity or a nuisance threatening your profitability depends on your corporate culture. Consider the following questions to reflect on your journey toward valuing sustainability, both personally and within your organization...

About the Author

Julia L. Goldstein helps manufacturers align business and sustainability goals with communication strategies. She’s the author of sustainability-focused nonfiction books, such as Material Value: More Sustainable, Less Wasteful Manufacturing of Everything from Cell Phones to Cleaning Products.

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