In the October Harvard Business Review (HBR) there is a case study about how Walmart decided to address social issues and build a stronger business, i.e. they saw these two objectives as having synergies.Apparently they set goals relating to such things as sustainability, women (!) and more healthy food. The HBR article states that Walmart "has shown that taking on board social issues can be compatible with building a better business".
The key seems to be for organisations to just focus on genuinely being a better business, building up trust over the longer term, rather than the short-term focus of "greenwashing" PR.
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