ESCP Europe

"This book is a gateway to a fast-moving topic, which is why it has now been thoroughly updated with new material. It gets the reader started on all the important elements of ethical and sustainable business practice, but is deliberately concise, non-preachy and practical. If you are a business owner or leader, it will provide you with the tools to make a difference. if you work for an organization that needs change, it will give you the ammunition you need to lobby the decision makers and present a compelling case for long-term sustainability," - from publisher.

Author's note on sustainability --- Introduction --- PART 1: PROTECTING PROFITS --- 1. The only way is ethics --- 2. CSR has moved on --- 3. If youre going to change, change for good --- 4. Everyones got to start somewhere --- 5. Whats your moral purpose --- 6. Its all about the triple bottom line --- 7. Mission statements need meaning --- 8. Build the firm of the future --- 9. Forget the A team, bring in the B team --- 10. Who are you protecting? --- PART 2: PROTECTING EMPLOYEES --- 1. Why should anyone work here? --- 2. Adopting a conscious culture --- 3. Embrace diversity --- 4. Find your personal purpose --- 5. Is your team dysfunctional? --- 6. Make way for the mavericks --- 7. Find your social intrapreneurship --- 8. The age of the eco-leaders --- 9. How to avoid a fizzle out --- 10. My employee action plan --- PART 3: PROTECTING CUSTOMERS --- 1. Thou shalt look after customers --- 2. Could conscious consumerism be killing your business? --- 3. Feed your customers passions --- 4. Walk in your customers shoes --- 5. Talk to your biggest fans --- 6. Is anyone really listening? --- 7. Time to pay it forward --- 8. Are your customers vaguely loyal or fully committed? --- 9. Make way for the maturing millennials --- 10. My customer action plan --- PART 4: PROTECTING THE PLANET --- 1. There is no planet B --- 2. Reducing your carbon footprint --- 3. Conserving energy --- 4. Conserving water --- 5. Not all waste is born equal --- 6. Is your business a river or a lake? --- 7. Greening your supply chain --- 8. Are you an Eco- or Ego- warrior? --- 9. Overcoming the resistors --- 10. My planet action plan PART 5: ETHICAL MARKETING --- 1. Marketing - from manipulation to authenticity --- 2. The new principles of ethical marketing --- 3. Greenwashing wont wash --- 4. Too little, too triumphant, too late? --- 5. Storydoing and datatelling --- 6. Bogof reinvented buy one, give one free --- 7. Navigating the competition --- 8. Are you an ethical game changer? --- 9. Minimum effort, maximum return --- 10. The infinite ethical loop --- final word --- Resources and further reading --- Acknowledgments --- About the author..