Focusing on green can help companies design better products and processes
Until recently, green initiatives were a peripheral activity for most businesses. Companies pursued sustainability either because they wanted to be good corporate citizens, or because their customers demanded it. And in many cases, perception mattered more than performance. But now, more and more companies are discovering that focusing on green can actually help them develop better products and smarter ways of working. In other words, they aren’t just using green to differentiate their brand perception — they are using it to drive innovation that helps differentiate the real-world performance of their products and services.