Innovation vs. Sustainability: Finding the Right Balance

FastCompany writes about how American firms, while among the most innovative in the world, are also the most unsustainable. Jens Martin Skibsted of the Danish design agency Skibsted Ideation offers solutions towards incorporating sustainability in innovation processes.

Finding sustainable solutions isn’t about discovering new, ever-more disruptive ideas. It requires the opposite, something very un-American: standardization, slowness, and centralization. To most, more ideas are always better. But in this case, the more green solutions we have, the less effective and efficient processes become.

What American brands, therefore, need to do, is revisit some of the deep-founded beliefs about business, their companies’ identities and why they operate in a consumerist market.

Read more: Over-Innovation Makes U.S. Firms Suck At Sustainability

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