Blue is the New Green: Blue Thinking, the Gen 2 Sustainability Strategy

Blue is the New Green: Blue Thinking, the Gen 2 Sustainability Strategy
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Tamara Giltsoff
  • 29 january 2009

The UK brand Marks & Spencer’s Blue Thinking was ignited by a small management team group who embraced environmental issues because they were exposed to global realities through their work with WWF in the UK. This small team very quickly put together “Plan A, because there’s no Plan B” and presented this powerful message to the world. Plan A is a business strategy that is building a company ready for a sustainable future. It’s a visible and demanding strategic plan; and it has put the not so long ago failing British institutional brand back on the map. The brand and its visible plan is engaging its stakeholders, including customers, in the transformational process. One year in, their ‘100 Point Plan’ to transform the business and supply chain is in full force (they are at about point 20).

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