With the rise of the post-Gen-X generations (Gen Y, Gen Z, the baby-boom-echo, whatever), a new basis of morality is influencing decisions around the world: we are starting to care about ourselves, each other and our world like never before. Consumers are no longer just swallowing the marketing messages that are broadcast. Instead, they are using digital networking tools to research products, services and the companies that provide them, determining what kind of world citizens those companies are and what kind of citizens they would be if they worked at or purchased from those companies.
The best companies today understand this trend and are not only making products that people want, but are making products and engaging in programs that are good for the individual and the world. As a best practice, these actions are not done as a public relations move but are seen as important to the core of the company and leading to a truly sustainable business.
Sustainability -- be it ecological, economic, social or cultural, means having enough for today while not hurting the future. Companies that are truly sustainable are the ones that will survive and thrive in the modern marketplace. This blog will consider many forms of sustainability, not just ecological -- even though it is probably the most popular. Instead, we will be covering all types of products, services and practices that improve the world, either one person at a time or in larger ways.
