More intra-industry competition coming our way. The Outdoor Industry Association--a vortex of leading consumer brands, including Nike and Adidas--has launched its own Eco Index (truly imaginative title). Its competition? The Timberland Green Index (no comment) which the company already established three years ago. Timberland's initiative is highly commendable. And three years in, wouldn't it make more sense to leverage the resources already being thrown at it and, I don't know, share some best practices and lessons learned? Instead, we now have yet another independent index. It's confusing to consumers and, from a basic corporate perspective, it's inefficient.
The transformational innovation needed to achieve truly sustainable design for every product in every company ain't gonna happen on a private, individalual basis. It requires real collaboration--and it needs to happen now.
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