Innovation and sustainability won't be separated

02/1/2012 | Sustainable Brands

Sustainability is becoming a brand, so executives who direct innovation must account for sustainability goals, measurements and technologies, writes Chris Sherwin. However, no new department or hiring is needed: "[T]he point here is less the specific details, and more that these issues will make up the future job requirements of existing Innovation Directors. We don't need a new function; this is about embedding sustainability into existing roles and ways of doing business."

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