Driving Sustainability-Oriented Innovation

It's no surprise that many large multinational corporations are paying increased attention to sustainability-oriented innovation. Faced with mounting challenges and pressure from governments, nongovernmental organizations, investors, and employees to be more aware of the environmental and social impacts of business activities, companies are searching for ways to do things differently while also seeking opportunities for growth. As a result, many are attempting to tap into the creativity and entrepreneurial potential of their employees, encouraging them to develop new products, services, or business models that create value for both the company and society. Sustainability-oriented innovation isn't new -- researchers have been studying it for more than a decade. Sustainability-oriented innovation takes many forms - everything from the development of new or improved products or services to the creation of new processes and business models that bring benefits to the environment or the society at large.