If you couldn’t make it to the Sustainable Brands conference in Monterey last month, you missed a lot of good content, networking and discussion. The big question that came out of the conference for me was, “what does capitalism look like in a dematerialized world?” In other words, is a sustainable brand an oxymoron?
If you couldn’t make it to the Sustainable Brands conference in Monterey last month, you missed a lot of good content, networking and discussion. The big question that came out of the conference for me was, “what does capitalism look like in a dematerialized world?” In other words, is a sustainable brand an oxymoron?
Sustainability is bigger than using harm-free materials or using less energy. It requires a fundamental shift in thinking, a long-term view and an exploration of new business models. It means redefining what success looks like, such as measuring the number of PCs leased and recycled instead of millions of units shipped per quarter. It’s the difference between GM and ZipCar. In the not-too-distant future we’ll be building products to last, reversing the trend of consumerism and disposable thinking.
Continues @ http://blog.futurelab.net
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