The best example of the contradiction between shareholders and stakeholders is the discussion about the environment. Can profit and sustainability go together? Can we minimise our environmental footprint and keep our live standard?
Yes, we can! But we have to change our way of live. We need to evolve to a “moral capitalism”: increasing profits and decreasing environmental destruction. This can’t be done without innovations in materials, production technologies, transportation networks, … Obviously, this will take some time. “Rome wasn’t build in a day!” Today, the government subsidies companies who try to improve their way of production, which will help to stimulate other businesses to do the same. Gradually, the awareness among the companies grows that things have to change, f.e. car manufacturers produce hybrid and electric cars.
Last but not least, activists must realize that production without any ecological damage is impossible.
Source: http://www.guardian.co.uk/sustainable-business/blog/jeff-swartz-timberland-sustainability-profit
Steff Van den Bruele
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