Sustaining ethics

Scarcely a month goes by without discussion of business ethics – be it food hygiene and safety, profit margins enjoyed by energy companies or banks, or industry’s attitude to the environment.

Sustainability is now at the heart of corporate strategy. It can no longer be seen as contradicting the profit motive. Instead, it goes hand-in-hand with long-term growth and profitability.

As virtually every CEO and chairman recognises, you ignore all the stakeholders at your peril – if you’re trying to build brands for the long term.

Chapter 7 of 13

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