Sustainability: outdoor brand CEO points out the elephant in the room
The founder and chief executive of Swedish outdoor brand Isbjörn, Maria Frykman, has said she thinks companies will only make a full transition to a sustainable business model if there are financial benefits.
In a post on social media platform, which prompted more than 400 comments, Ms Frykman cast doubt on the notion that any company earning profits under the current business model would change things voluntarily.
She called this “the elephant in the room” where discussions about sustainability are concerned. She also said that legislating for change would only the apparel industry so far. “Penalties for not complying will not be enough,” she claimed.
Without what she called “clear monetary incentives” for businesses to change, Ms Frykman said, even the best policies will fall flat.
