Procter & Gamble global sustainability chief Len Sauers has earned a reputation for being one of the most optimistic men in the business. Still, he says, it's proving tough to sell green products when only a fraction of consumers are willing to accept more expensive or less functional products. "If we want to make meaningful advances here, we have to design and develop and market products that enable consumers to be sustainable, but we can't ask them for tradeoffs," he says.

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