Sustainability Leadership Perspective 2010Download a PDF version of this report or return to Mapping the Future of Green Innovation
How sustainable are you? And do your customers agree? In the race for market leadership and differentiation, forward-thinking companies are looking to green innovation as a key to future profitability — and also as a shield against commoditization.
Corporations across North America are adopting green innovation for competitive advantage. We expect that leaders who take full advantage of this burgeoning opportunity will drive long-term growth and increase revenue (Reference: The Economist Intelligence Unit: Business and the Sustainability Challenge). Those who wait for sustainability mandates to be imposed before acting will likely lose valuable ground. We believe in order to compete, companies will need to generate “on brand” sustainable innovation quickly and communicate it effectively. MapChange™ 2010 tracks both the climate change actions of more than 90 leading U.S. corporations and consumer perception of those actions. The study illustrates that a significant disparity exists between the actual sustainable activity of brands and consumers’ perception of sustainable activity of those brands. To create the study, Maddock Douglas’ green innovation expert, Marc Stoiber, and his Vancouver team partnered with Climate Counts and Angus Reid Public Opinion to survey and compare a sampling of the top North American brands within these 10 sectors:
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