Frederic Barge

Dec 10, 2024 | imd.org | Frederic Barge |Karl Schmedders

Corporate commitment to sustainability can boost a company’s reputation and is generally regarded as the right thing to do for long-term performance, but some firms are finding that the positive effects of their green strategies do not carry over to the world’s stock markets, where short-term returns still rule. From a corporate point of view, there are many good arguments for accepting a temporary dip in profits while transitioning to more sustainable operations.

Jul 13, 2023 | imd.org | Frederic Barge |Karl Schmedders |David Bach |Sunnie Groeneveld

 Marketing has often been seen as a way of driving people to consume more, but this is a role that is becoming less relevant as customers become more concerned about sustainability. Yet this does not mean that marketing cannot continue to serve a useful purpose. Admittedly, marketing has sometimes had a bad image. It is seen as excessive, consumerist, prone to exaggeration, and complicit in overusing resources and polluting the environment. For many, it is the visible face of capitalism.