Ruff economic times are upon us, it's time to separate the opportunists from the committed. I see a lot of corporations cutting back on sustainable and renewable investments in the first round of axing.
The bottom line is a lot of companies that really never understood the business value of sustainability, along with its ability to preserve and create long term value will disband their initiatives. The fact is this was all useless noise anyway, doing more damage than good (greenwashing at its finest), the crisis in the long term will serve a useful function to separate out the real leaders, those dedicated to environmental responsibility and social ethics. The companies and brands that truly practice to the new and better standard have bright futures ahead.
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