Three years ago I asked the chief executive of a company with more than 20 million UK customers what excited him about sustainability. His answer: "We can make money. And we can help our customers. And we can build our brand. And we can inspire our employees. And we can beat our competitors. It's just smart business." At the time I thought: "Blimey, this is unusual." But the Sustainable Business 2011 report, produced by ENDS in collaboration with Forum for the Future, shows that a growing number of business leaders are beginning to come to the same conclusions. It gives an overall message of progress - but with a long way to go.
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