The business case for sustainability has been won, but somebody forgot to tell the generals and the troops.
Sustainability is not just about being green, it is the difference between success and failure.
There are people with their eyes and ears open and their mouths shut. People who stopped trying to be alpha male and who started listening. These people have figured out where the market is going. The market, all markets are driven by consumer sentiment and by legislation.
The trend for ethics, responsibility, trust and perceived value is one way. It is only getting stronger and we are never going back to rubbish products made who knows where using who knows what by who knows who.
If you cannot see the future, if predicting trend and shaping the future is a mystery to you, then well, you stumbled into the wrong blog.
In the future we only buy from brands we trust, manufacturers compete on quality, ethics, transparency and price. Price is driven through efficiency not through cutting corners.
The race to the bottom that killed western textile mills is in the past. In the future we are not just clever, we are wise. The mills are coming back, but they will never be the same, they will be awesome, efficient, quality organisations with highly motivated and educated teams.
The future is now. Tell your boss, your CEO and your Chairman, your customer is already there.