Built to last

摘要

It has been a remarkable year. To call it a green revolution would be a cliche but a whole range of attitudes have changed in a dramatic fashion. In particular, the concept that sustainability is obviously at the heart of any enterprise has become pretty much a mainstream view. But it is not a victory for tree huggers and environmentalists, though many of their ideas have travelled into the main argument. It is a victory for the obvious. Any business has as one of its central tenets the idea that it will last. Management may be overly concerned with the short-term and, at times, consumed by fire-fighting exercises. But the long-term is always there, even if at times it is not centre stage.