Green Business: From Risk Management To Opportunity Capitalization

When the first wave of environmentalism washed ashore in the 1980s and early '90s, it was easy to cite the increase in regulation as the main driver. Businesses implemented green practices out of necessity and little else; meanwhile, the general public adopted "reduce, reuse, recycle"-like mantras without making truly organic (no pun intended) changes to their lifestyles. Today, it's a different story, with businesses and consumers alike altering their behavior and witnessing the benefits--economic, social, environmental--accordingly. But by no means does that guarantee the green movement's immortality; on the contrary, business leaders must go to even greater lengths to fully integrate sustainable practices into their business strategies. Communicators can use their relationship-building propensities to facilitate the sustainable strategy development process because, as it turns out, it's something they've been equipped to do all along.

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