Companies can be divided between enthusiastic sustainability "embracers" and more tentative "cautious adopters," a Boston Consulting Group/MIT Sloan Management Review study asserts. While the latter category might appear less risky, the study suggests that "embracers" gain competitive advantages from their first-mover status. "The only way to continue growing and continue being a successful business [is] to treat sustainability as a key business lever in the same way that you treat marketing, finance, culture, HR or supply chain," says Santiago Gowland, vice president of brand and global corporate responsibility at Unilever. "So really [it's] core to the ability of the business to grow."
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