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People,Planet,Profit People,Planet,Profit Howto embrace sustainability forinnovationand business growth PeterFisk Publisher’s noteEvery possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and author cannot accept responsibil-ity for any errors or omissions, however caused.No responsibility for loss or damage occa-sioned to any person acting, or refraining from action, as a result of the material in thispublication can be accepted by the editor, the publisher or the author. First published in Great Britain and the United States in 2010 by Kogan Page Limited Apart from any fair dealing for the purposes of research or private study, or criticism or review,as permitted under the Copyright, Designs and Patents Act 1988, this publication may only bereproduced, stored or transmitted, in any form or by any means, with the prior permission inwriting of the publishers, or in the case of reprographic reproduction in accordance with theterms and licences issued by the CLA. Enquiries concerning reproduction outside these termsshould be sent to the publishers at the undermentioned addresses: 4737/23 Ansari RoadDaryaganjNew Delhi 110002India 525 South 4th Street, #241Philadelphia PA 19147USA 120 Pentonville RoadLondon N1 9JNUnited Kingdomwww.koganpage.com © Peter Fisk, 2010 The right of Peter Fisk to be identified as the author of this work has been asserted by him inaccordance with the Copyright, Designs and Patents Act 1988. ‘LEED’ and related logo is a trademark owned by the U.S. Green Building Council and is usedby permission.FSC logo © 1996 Forest Stewardship Council A.C. The FAIRTRADE Mark reproduced with kind permission of the Fairtrade Foundation. This book was produced using sustainable materials and printed on 100% recycled paper withno environmentally damaging chemicals used for bleaching. ISBN978 0 7494 5411 1E-ISBN978 0 7494 5863 8 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library. Library of Congress Cataloging-in-Publication DataFisk, Peter (Peter Robert) People, planet, profit : how to embrace sustainability for innovation and business growth /Peter Fisk.p. cm.Includes index.ISBN 978-0-7494-5411-1 -- ISBN 978-0-7494-5863-81.Social responsibility of business.2.Industrial management--Environmental aspects. 3.Corporations--Growth. 4.Social respon-sibilityof business--Case studies.5.Industrial management--Environmental aspects--Casestudies. 6.Corporations--Growth--Case studies.I. Title.HD60.F535 2010658.4’083--dc222009048339 For Anna and Clara Contents Introduction: People and Planet and Profit1The People, Planet, Profit Manifesto10 Part 1:Rethinking business13 My world: Kris, the Indian computer engineer14My world: Claire the South African banker15My world: Grant, the American entrepreneur16 Purpose beyond profits17 Making people’s lives better19Defining an inspiring purpose21Turning promises into reality24Google and Microsoft: finding purpose in a digital world26People, planet, profit: the reality of purpose30 2.Strategies for growth36Finding markets with sustainable growth39Creating differentiation by doing good42New business models for a new business world43Apple and Nokia: being cool in a caring world45People, planet, profit: the reality of strategy49 3.Inspiring leadership56Leaders of the new business world58Leaders as the catalysts of change61What it means personally62 Patagonia and Timberland: reaching new heights64People, planet, profit: the reality of leadership67 Part 2:Reconnecting business My world: Sugito, the Japanese salesman72My world: Ash, the young Singapore journalist73My world: Summerly, the London art gallery owner74 4.Conscience consumers75 Enabling people to be good78The new consumer agenda81Segmenting the conscience consumers82Coca-Cola and Danone: seeing a different side of life85People, planet, profit: the reality of consumers89 5.Sustainable innovation91Social and environmental drivers of innovation94Innovating every aspect of business97The creative potential of social entrepreneurs99Amazon and eBay: redefining markets through innovation102People, planet, profit: the reality of innovation104 6.Engaging consumers109Engaging people through enlightened dialogue111Building networks to do more together113The ‘good’ consumer experience116Marks & Spencer and Wal-Mart: retail revolutionaries118People, planet, profit: the reality of engagement122 Part 3:Releasing business127 My world: Biki, the Barcelona mother128My world: Stuart, the London advertising exec129My world: Nicky, the Hong Kong banker130 Sustainable operations131 Working better together132Good sourcing, transporting and producing134The power of sustainable energy and technologies137Adidas and Nike: no finish line138People, planet, profit: the reality of operations141 Delivering performance145 Certification, labels and sustainable imp