“If we can’t get the consumer involved, we will always be behind the curve,” Marks & Spencer CEO Marc Bolland said when he launched the retailer’s ‘Plan A’ sustainability stakeholder consultation.
The logic is compelling. Changing customer behavior is a natural part of the sustainable business strategies businesses must create to achieve long-term success. And instead of being seen as an extension of CSR strategies they will be seen more as Long-Term Marketing strategies that are creating the company’s preferred future operating environment.