In a previous blog post by my classmate Douglas MacKellar, Johnson&Johnson’s Approach to a Sustainable Future, he outlines the approach to sustainable undertaken by the company Johnson&Johnson. Not only does the company set themselves targets for sustainable future development, but they also see it as their obligation to benefit their environment, which resources they are using.

I would like to add to his comment that not only the environment benefits from sustainable environment, but also does the company in numerous ways such as brand-recognition, positive press, and targeting future markets.

I want to mainly focus on the brand-recognition, because if a company succeeds at establishing themselves as a leading firm that society and general mass psychology perceives as benefiting their living sphere, then the society, i.e. the customers are more likely to support that view and action undertaking by purchasing their product, enabling the firm to act in a sustainable manner and improve sustainability further.

As a recent trend, not only Johnson&Johnson, but also other major successfull firms have been focusing on approaching sustainability as reputation within the business industry is a vital factor to possess; hence a firm should seek to operate in a sustainable manner as shown in the figure.

Word Count: 200

Sources:

• http://www.jnj.com/connect/caring/environment-protection/

• http://upload.wikimedia.org/wikipedia/commons/thumb/7/70/Sustainable_development.svg/300px-Sustainable_development.svg.png