Whenever I share stories about “green” business strategy, someone inevitably asks me whether pursuing sustainability is against a company’s best interests. The question is understandable, but unfortunately it’s based on deep misconceptions about how businesses need to operate in a world of constant change.
Here’s a concrete example: I often talk about how Xerox (along with all its printer-making peers) is helping customers print less. As part of the fast-growing “managed print services” sector, the company shows organizations how to reduce the number of printers they use. The shift helps customers reduce their environmental impacts and costs by cutting back on paper, energy, and waste.