Only about 20% of consumers are enthusiastic enough about sustainable products to actively seek them out, experts say, so companies need to be proactive about creating demand. The best way to do that isn't to create niche brands, but rather to force sustainability into the mainstream by making it a centerpiece of all the company's products, says Marks & Spencer green-business chief Mike Barry. "To coin Henry Ford's words: 'If I'd listened to my customers I'd have given them a faster horse.' It's exactly the same with sustainability," Barry argues.

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