Clean Winners, You Don’t Need to Change Your Customers

By Goutam Challagalla and Frédéric Dalsace, IMD Business School, authors of Clean Winners: Sustainability Strategy That Puts Customers First  There is a belief embedded deep in most corporate sustainability strategies: if we just communicated better and showed customers the science and the stakes around our green products, more of them would come a...

• Published date: 15-07-2026 09:30 AM