How can businesses create long-term economic value while authentically integrating sustainability into their core strategies and how can one distinguish genuine sustainability from greenwashing?
How can businesses create long-term economic value while authentically integrating sustainability into their core strategies and how can one distinguish genuine sustainability from greenwashing?
This note introduces students to the evolving role of sustainability in modern business and explains why it has become a central driver of long-term value creation rather than just a reputational concern. Several organizations are introduced and examined to illustrate sustainability as an integrated business approach. For example, Orsted’s transformation from a fossil fuel utility to global renewable energy leader is described in detail. Furthermore, the note examines greenwashing, the differences between sustainable business, corporate social responsibility (CSR) and brand activism, and the concept of the circular economy as a framework for sustainability. Students will gain an understanding of what defines a genuinely sustainable business and how sustainability can be embedded into core strategy, operations, leadership and innovation across all functions.
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