Some say that the future of profit is purpose.
Paul Polman at Unilever, Emmanuel Faber at Danone, Jim Stengel from P&G, have called the business world to its sense of responsibility. After all, business today is probably the biggest force in the world, the only one that can create positive change.
A few leading CEOs have embraced sustainability as a moral imperative, and turned it into an inspiring shareholder story. But did they really have a choice? After all, when NGOs vocally challenge industry leaders in practices as varied as mining, energy, apparel or coffee, building a sustainable narrative could feel like a sound defense mechanism for the most visible corporations.
What is to be challenged, however, is not how genuine the predicament of the purpose-driven companies is. After all, who cares? The real challenge, and the only important question, is how effective it is.
We all know the answer: change is too slow.