What do Brazil's top beauty brand, America's second-fastest-growing restaurant chain, and the world's third bestselling car have in common? They are shattering the myth that acting sustainably and building a billion-dollar business are mutually exclusive.Green Giants examines nine companies that are merging social responsibility with wild profitability - and reveals the six factors responsible for their success, including:
Iconoclastic Leadership fueled by deep conviction and a rebellious streak
Disruptive Innovation that uses sustain ability to spur the development of radically better products and services
A Higher Purpose that ignites the company - when the mission leads, profits follow
Mainstream Appeal with positioning and packaging stripped of the crunchy cliches that alienate the average customer
This new breed of billion-dollar businesses proves it's possible to achieve enormous success while implementing sustainable principles that help consumers live better lives. Ranging fromstart-ups to business lines incubated within major multi nationals, these companies collectively represent over $60 billion in revenue. What's more - many command wider profit mar ginsand are growing faster than their conventional counterparts.
Packed with eye-opening research, exclusive interviews, and enlightening examples from Chipotle, Toyota, Unilever, Tesla, General Electric, and more, Green Giants serves as a blueprint for sustain able success that anyone can follow.
E. Freya Williams advises organizations, including Coca Cola, Kraft, SAP, and the UN, on how to incorporate sustainability and social good into their brands. The co-founder of OgilvyEarth, she now serves as EVP of Business+Social Purpose at Edelman.
Contents Introduction: Billion with a "B" Chapter 1. The Iconoclastic Leader Chapter 2. Disruptive Innovation Chapter 3. A Higher Purpose Chapter 4. Built In, Not Bolted On Chapter 5. Mainstream Appeal Chapter 6. A New Behavioral Contract Conclusion Index