|It used to be easy
to please your customers and shareholders. Deliver a good product
and your customers were happy. Make a profit and your shareholders
But the face of customers and investors is changing. What they place value on is changing, and therefore where they place their valuable assets (and whether they become yours or not) is changing.
"Surveys indicate that consumers and investors on both ends of the political spectrum want to know not just what they're buying, but how it's produced. Hewlett-Packard, Tembec, Suncor - they're all getting the message."
Report on Business, First-Ever Corporate Social Responsibility Ranking
Investors and customers, let alone employees and citizens, are not abandoning commerce for ecology, but simply demanding that they be integrated. How does a corporation go about doing this? Before we explore the answer to that, let's first look more closely at What's Changing.
Let's start with What's Changing with your Customers.