The idea of sustainability has been embraced enthusiastically by some businesses and rejected by others. The first wave of corporate converts to sustainability was perhaps driven by a public relations crisis, regulatory pressures or the founder’s personal passion. The next wave, however, requires different drivers if it is to build a critical mass for corporate responsibility in the business community. The Next Sustainability Wave assesses why companies have resisted sustainabi…
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I’ve been looking for quite awhile for a book that provides support for introducing sustainability thinking into business planning in a way that might appeal to CEOs. I didn’t find one until I found this new book by Bob Willard. (Note: Hunter Lovins provides a foreword).
Bob Willard claims this book fills a unique niche, and as far as I know he’s right. And it’s an important niche for readers who are trying to build a business case for sustainability.
The book is an easy read, which shouldn’t be confused with a simplistic treatment of complex information. Willard organizes a lot of material drawn from a wide range of sources into a coherent and well-argued whole. He also includes a lot of well selected quotations around the topic.
His bibliography at the end of the book is also very good.
My job brings me in contact with many F1000 executives who have responsibility for CSR/citizenship/responsibility/sustainability/etc and I read this book to broaden my view of the topic. I found it to be interesting in its format, content and point of view. I highly recommend it if sustainability is taking on a strategic importance to your business and you need to hold your own when discussing the finer points of it all with senior management and boards. Or, you are a senior manager and need to reach decisions about the role of sustainability in your planning. Read this book. You won’t regret the investment of time or money.
This is the first book I read on the topic of sustainability and I found it to be very approachable. The concepts were easy to grasp and it was written/formatted to be part example, part theory. I’d recommend it wholeheartedly.