Читать книгу Practical Sustainability Strategies - George P. Nassos - Страница 46

Nike credits TNS, Business for Social Responsibility (BSR), Deloitte & Touche, and the World Economic Forum as collaborators that helped Nike define its strategic path toward sustainability, and they are very proud to have played such a larger part in Nike's ongoing efforts [11].

This step is a big one and it reflects a cultural shift coming from the core values of the organization. CEO Mark Parker explained:

And for all the athletic and cultural and financial successes of the company, I believe our work in sustainable business and innovation has equal potential to shape our legacy. For that to happen, we have to focus on the lessons we've learned:

 Transparency is an asset, not a risk

 Collaboration enables systemic change

 Every challenge and risk is an opportunity

 Design allows you to prototype the future, rather than retrofit the past

 To make real change, you have to be a catalyst

As part of this work, Nike tested the real business impact of the changing world on NIKE, Inc. and explored how the consumer brand could thrive in a sustainable economy. They concluded that it needs to continue to refine its existing business model while simultaneously looking at new ways of doing business.

In 2008, Nike partnered with TNS again to help assess and further develop its approach to product innovation by defining a long-term vision for sustainable products. The resulting North Star vision and innovation goals position Nike to become a leader in sustainable product innovation and navigate toward a sustainable future.

As Nike entered 2010 the work continued, with a number of ambitious goals:

1 Put investing in sustainability as a key innovation/R+D priority on consumer brands' agendas

2 Fast track innovation through investment and collaboration

3 Launch the GreenXchange as a platform for enabling the sharing of intellectual property to fast track changes efficiently

4 Build an advocacy agenda to push for large-scale policies and investments in sustainable innovation

Nike's commitment did not come about overnight. It had been transforming how the organization saw its place in the market and the world for 10 years. They are proud to be part of that ongoing transformation and hope other organizations would recognize and rise to the challenges they face with similar optimism and enthusiasm. One of the company's major goals is to create “zero waste” and operate with “100% renewable energy.”