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Capturing the Sustainability Premium

In: Winning Sustainability Strategies

Author

Listed:
  • Benoit Leleux

    (International Institute for Management Development)

  • Jan van der Kaaij

    (Finch & Beak)

Abstract

In this chapter, we deepen the discussion on how to capture the sustainability premium, looking at potential innovation channels and how to change consumer behaviors. First, several innovative practices based on collaboration are discussed, starting with the example of the BMW Startup Garage. This example of how BMW became a venture client for startups, as opposed to an investor, can be seen as an extension of the BMW i3 team exercise presented earlier in the circular economy discussion, in Chap. 10 . Next, different approaches to changing consumer perceptions and attitudes are explored, supported by examples from the food industry, such as the sustainability-driven turnaround of Coronilla, a Bolivia-based gluten-free pasta business. Finally, a few additional tools are added to the toolbox, mostly techniques to uncover customer requirements.

Suggested Citation

  • Benoit Leleux & Jan van der Kaaij, 2019. "Capturing the Sustainability Premium," Springer Books, in: Winning Sustainability Strategies, chapter 11, pages 221-242, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-97445-3_11
    DOI: 10.1007/978-3-319-97445-3_11
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