Idea in Brief
The Usual Approach
Most sustainability initiatives today focus on improving the sustainability of products and operations in legacy or adjacent markets or on achieving sustainability gains by exploring new markets with a more diverse set of products.
A New Frontier
Leaders should also embrace a new path to sustainability, in which brands actively partner with customers to achieve ongoing impact.
The Strategies
This article describes a practical framework for creating sustainability strategies that take into account both dimensions—markets and customer engagement. The model lays out the four key ways that legacy companies can nurture growth in their sustainability efforts.