Sustainable innovation - just a rant

Sunny and crisp Sunday morning. Woke up went for a run and here I am with a bunch of thoughts I though I owe to right somewhere...

Why sustainability is such a difficult concept to grasp!? The concept and practice of sustainability is evolutionary. The things around us rarely become extinct, they don’t simply disappear. They evolve as the context and backdrop changes.

In business the reason for evolution and re-invention is growth. The opportunity businesses have for sustainable economic growth and innovation is directly linked to their incentive for profit which is ever more dependent on their willingness and ability to evolve

Accepting that delivering shareholder value, and therefore profits, can be one our greatest motivators for sustainable actions, particularly during a recession is crucial to understanding the importance of how businesses should embrace innovation with every new wave.

So has the idea to sustainability innovation finally captured the imagination of brands? What is Sustainability Innovation?

Sustainability Innovation is discovering new ways of creating value and building capacity whilst taking in account the environmental and social impact of our thinking (brainprint). Sustainability Innovation will become the lifeblood of many brands survival and growth as communication get more fragmented, consumer became savvier, and the markets gets more uneven

The sustainable innovative model needs to foster sustainable creativity and this is quite different from the traditional innovation programs developed by many innovation companies.

The diverse backgrounds and experiences that Peter Fisk and myself have, has allowed us understand the drivers and outcomes that make brands successful when it comes to sustainability innovation and communications.

In People, Planet and Profit, we describe how our innovation process is about enabling, creating capacity and value. The success of our work is about delivering a dynamic process that sustains itself. Making sustainability normal, part of everyday life, and for a business part of every day process.

The convergence of digital technologies and need of businesses to continue to grow from supply led models to a service mode, are the cornerstones and drivers of our thinking...