Adam Werbach has written an outstanding book on corporate sustainability strategies. I recommend it unreservedly for anyone interested in joining the conversation on this vital topic.
Werbach is a public relations executive with Saatchi & Saatchi, and a former advocate with the Sierra Club. This is reflected in the book's emphasis on stakeholder engagement.
Werbach eloquently argues that sustainability is best understood in the context of stakeholder engagement; as such, its implications are broader than sustainability per se (he characterizes this as expanding from "green" to "blue.").
In my view, Werbach is exactly on point. Understood in this way, effective sustainability strategies and the innovation they require and occasion, are most likely to be meet and exceed expectations when they are tightly aligned with stakeholders.
Werbach's book is subtitled "A Business Manifesto." This is accurate. It is not so much a cookbook, filled with ready to apply recipes. There are, to be sure, plenty of anecdotes included. Nonetheless, those looking for off-the-shelf corporate (and especially small business) programs may find other sources to be more pertinent.
Werbach's book adds value is in laying forth ways of thinking that underly effective sustainability strategies. If you are persuaded, as am I, that the most effective sustainability strategies are part and parcel of an enterprise's core value proposition--and are reliant on ever enhanced stakeholder engagement--you will likely welcome the evidence, passion and provocation of Werbach's entry in the increasing shelf of sustainability titles.
Werbach ends at what I regard as the inevitable destination: sustainability as a leadership issue. I have more of my own thoughts on this coming out soon.
