It’s fair to say that Google has done a lot to shape the world, but one of the ways it has captured the zeitgeist is its corporate motto: “Don’t be evil.”
Plenty of businesses have serious aspirations to do good and be seen to do good, but leaders pushing this kind of philosophy often face setbacks – Google itself being
an example.
Advertising and conscious capitalism can exist, as Mike Barry, director of sustainable business at Marks & Spencer, says. For him, there are three drivers of sustainability: growing competition for resources, social demands from consumers and the emergence of disruptive business models.
But implementing a sustainable approach is not straightforward. A
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