{"id":725,"date":"2021-05-04T08:30:56","date_gmt":"2021-05-04T12:30:56","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/05\/04\/a-sustainable-planet-leads-to-sustainable-profit\/"},"modified":"2021-05-04T08:30:56","modified_gmt":"2021-05-04T12:30:56","slug":"a-sustainable-planet-leads-to-sustainable-profit","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/a-sustainable-planet-leads-to-sustainable-profit\/725\/","title":{"rendered":"A Sustainable Planet Leads to Sustainable Profit"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376260 = window.plc376260 || 0;\n            document.write('<' + 'div id=\"placement_376260_' + plc376260+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376260, [300,250], 'placement_376260_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376260++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Christophe Collet, S4M, CEO<\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">There are plenty of lessons to take to heart from 2020.\u00a0 Both the pandemic and the social justice movements ignited by the death of George Floyd in the U.S. have cracked open the protective shields many brands had been hiding behind.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And through this collective soul-searching and examination, we have seen a groundswell of action around diversity, equality &#038; inclusion (DEI) as well as a recognition that brands must step up their efforts to become more reliable stewards of our planet\u2019s sustainability.\u00a0 I know there are plenty of cynics out there who have heard this all before.\u00a0 I understand their hesitancy, but I truly believe that 2020-21 represents a meaningful inflection point in the history of global business and therefore for the planet.\u00a0 Whereas in the past, corporate interests have been quick to pay lip service to the notions of DEI and sustainability without following through in a sincere manner, I feel the momentum that was started last year will continue to grow and generate actual results that are positive and measurable.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So why the optimism?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Two factors are driving my predictions for concrete improvements in corporate social responsibility.\u00a0 First of all, I think a once-in-a-century global health crisis like Covid-19 truly has been a wake-up call.\u00a0 If we look back at the history of brands\u2019 CSR efforts, they were often precipitated by little ripples in the broader world.\u00a0 In contrast, Covid-19 has been an earthquake.\u00a0 Its causes and impact have shone a harsh light on some fundamental cracks in the foundation of how this planet operates.\u00a0 A wide range of thorny challenges&#8211; including climate change, disaster preparedness, global healthcare infrastructure, food security and of course racial and gender equality\u2014can no longer be dismissed.\u00a0\u00a0 To put it bluntly, non-ethical business models will no longer fly in the face of Covid-19\u2019s historic impact.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The often singular focus on maximizing shareholder value and company profits can no longer be sustainable.\u00a0\u00a0 All businesses need now to prioritize empathy and responsibility alongside victory.\u00a0 \u00a0It\u2019s good to see many <a href=\"https:\/\/www.forbes.com\/sites\/danielnewman\/2020\/07\/24\/how-leading-global-companies-are-using-sustainability-as-a-market-differentiator\/?sh=2c9841281ff3\">companies have already been doing this<\/a>. \u00a0They are a diverse bunch that includes Apple, Clorox and Patagonia.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">While there is still much work to be done, already, in the past six months, we have seen ad agencies, as well as Fortune 500 companies and technology players all, make tangible efforts to address equality in a way that seems foundational and systemic and not just as one-off moves to respond to societal pressure. \u00a0In this regard, I see that companies are going beyond just lofty rhetoric.\u00a0 It began with the Facebook boycott last summer in protest of hate speech and disinformation.\u00a0 Unlike previous platform boycotts, which were enacted through a more narrow brand safety lens, <a href=\"https:\/\/www.thedrum.com\/news\/2020\/09\/23\/ethical-whitelisting-how-brands-can-support-positive-change-with-their-ad-dollars\">last year\u2019s actions heightened the notion of \u201cethical whitelisting\u201d<\/a> that can lead marketers to support media platforms and channels that espouse more progressive practices around employment and sustainability.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Making foundational, systemic changes requires hard work, inspiration and a level of granular commitment that refreshes a corporate DNA where doing good works is blended with the burning desire to succeed.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This should feature how every action a staffer takes should be informed with a reverence for sustainability\u2014how am I contributing to CO2 emissions by traveling by plane to this conference when I can get there by train without any appreciable loss of productivity.\u00a0 Another way that brands can help the planet is by placing sustainability squarely in the middle of its supply chain evaluation and partnerships.\u00a0 Which partners have the same commitment to green initiatives that match mine?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Okay, if you\u2019re still skeptical about all this, this next bit might get your attention.\u00a0 This philosophical corporate re-engineering might be on its way to becoming mandatory. The investor community\u2014typically a prescient and sober-minded group\u2014has acknowledged a more enlightened approach as outlined here is actually good for the bottom line.\u00a0 Investors have adopted the mindset that unless we take care of the planet, no one can succeed.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Expect to see more venture capitalists and private equity folks evaluating companies in large part on their commitments to sustainability.\u00a0 These leaders have realized that the existential threat is so real that the world truly needs saving.\u00a0 It is no longer an eye-rolling clich\u00e9 they can dismiss.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 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\n","protected":false},"excerpt":{"rendered":"<p>There are plenty of lessons to take to heart from 2020.\u00a0 Both the pandemic and the social justice movements ignited by the death of George Floyd in the U.S. have cracked open the protective shields many brands had been hiding behind.<\/p>\n","protected":false},"author":7,"featured_media":726,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-725","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>A Sustainable Planet Leads to Sustainable Profit | AW360<\/title>\n<meta name=\"robots\" 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