Sustainability isn’t easy. It’s tough to implement, and the costs can be even more difficult to quantify, which is why it has taken so long for businesses to embrace the mission. Having developed many a new product over the years, I’ve observed, with a touch of cynicism, the evolving discourse around both the emotional and economic benefits of sustainability. Some of my cynicism stems from the overt greenwashing that has surrounded so many products, doing nothing but cloud the debate, confuse consumers, and ultimately slow the progress of economically viable sustainability.
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