“We are at a tipping point when business needs to reinvent themselves for better futures. In fact, I believe that they need to reinvent the model and even demonstrate the contribution to society.” Why? “Because they will be chosen by people, by employees, as you said, by investors, by partners, by clients. This is what is happening right now. And the question is not anymore about the why, the question has become about the how.
Grosmaitre says that businesses need to reinvent their business model because, “At the core of the business model, it means that sustainability is not anymore, sustainability experts’ business. It has become everyone's business. And in fact, those companies that are at the forefront,” such as Unilever, Mars, Patagonia, Nestle, and Ikea, according to Grosmaitre, companies that “are showing the way that sustainability has become a competitive edge, really.
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