According to an article on MSNBC.com, women, youth and CEOs are projected to lead the future forge in sustainability throughout the United States.
Bill Roth, the contributing writer, highlighted that each of these three demographics were most likely to become the drivers in the adoption of sustainability.
Noting key motivations of each, Roth examined the three groups segmenting common opinion and found that while the youth have taken on inherited challenges such as climate change, women see sustainability as a goal for overall wellness, and CEOs are managing policies to tackle reducing carbon footprints on a company-wide scale.
June saw the meeting of sustainability leaders and pioneers gather at the Sustainable Brands Conference 2009. Now in its third year, the annual conference holds more relevance than ever. Each year its participants and attendees come together to discuss the ways that business, government and non-governmental organizations can contribute toward the success of sustainability throughout our nation.
At the conference, Travelocity's Director of Sustainability Initiatives, Leilani Latimer, interestingly noted that the greenest traveler is the frequent corporate business traveler. Businesses are adopting the reduction of CO2 emissions as a core business goal, and recognize its influence in the way it shapes travel expenditures, office operations and supply chain purchasing criteria.
Another speaker at the conference noted that women account for nearly 85 percent of retail purchases and added that mothers are embracing sustainability as concerned caretakers. Their contributions to sustainability come from a consumer standpoint through the purchase of locally grown, organic foods that are healthier for their families, and automobiles with lower emissions because they want a cleaner environment for their children.
The youth have adopted sustainability as their "North Star," which Roth notes was a major branding theme at SB09. Implying a point of direction, and enabling information for the execution of a path, the North Star concept sees the youth of our nation recognizing the need to drive the focus for sustainability in order to secure a greener future.
At The Refinishing Touch, sustainability is the driving force behind each and every aspect of our business. We see the work that we do throughout each of the government, hospitality and education sectors as contributions toward a greener, more efficient nation, and hearing of the success and thought leadership that comes from events like the Sustainability Brands Conference reinforces and encourages us to continue on our green path. We look forward to this being a drive for many more individuals and companies to come.
