Move your cursor over the forceforgood logo at the top of the home page and you will see that it says 'forceforgood = business success + sustainability'. So we think sustainability is a key organising concept and a pivotal component in determining what this site is all about and what we are trying to achieve.
Throughout forceforgood.com you will find content that touches on or focuses on sustainability: from the recognition of the rights of Nature in Ecuador's constitution, to discussions on how to monetize externalities and calculate the economics of Biodiversity, from the threat to various species and the Artic Ice to the opportunity of creating value through new products and services that meet needs, secure business success and contribute to sustainability outcomes.
You will also see some challenge to the way sustainability is used - too often perhaps implying the need to return to an agrarian past and implied utopia, all too readily used in a way which fails to acknowledge the importance of the innovation that we would argue represents such a powerful dynamic, and therefore needs to be channeled and harnessed, but cannot be wished away or repressed.
Fundamentally, however, we need to come to terms with the need for 9 billion people to be able to live together on a basis of equity, inclusion and fulfillment on our one shared planet - and however you define it, to live sustainably.
Tony Manwaring, Chief Executive, Tomorrow’s Company