Mark Stoiber

“Executives today are being taught about ’social innovation’, a term that seamlessly incorporates the best of the above three terms, and reaches further – bringing along collective spirit, new thinking and economic responsibility for the ride.

“How does this work in real life? Consider:

“Ford developed a plastic shipping container used to ferry parts from one plant to the next. The shipping container eliminates the use of cardboard, reduces greenhouse gas emissions, reduces the number of shipments required, and is more ergonomic for factory workers. It is also recycled into splash shields for the F-150.

“This shipping container saves Ford 25% in shipping costs, helps people, and helps the environment.

“Another thing we need to do – show people that there is an intersection where desire and virtue meet. You can still fulfill your desire for wants beyond needs, and make the world a better place at the same time.

“Maybe Bono summed it up most succinctly, talking about his new line of products under the RED label…

“‘And that’s what Red is all about, the knowledge that desire – the desire to shop – and virtue – the wish to see the world a better place – are not always contradictory.”

“No longer optional.

“We need to make sure companies that we work with know that if they don’t start acting on sustainability initiatives now, they are going to be stuck in a losing game of catch up.

“Sustainability is on the very cusp of being mainstream and it will move forward quickly. Grab the advantage before it becomes table stakes.”

Marc Stoiber is an entrepreneur with experience building brands, and has nearly two decades of global experience in every sector from packaged goods and beverage alcohol to pharma, financial services and tech. In addition to leading Change, he is a public speaker on the subject of green brand innovation.