For a few minutes today, it appeared the United Nations might have to rebrand the newly minted sustainable development goals as PDGs.
A soul-searching session on day two of the Global Reporting Initiative’s (GRI) conference in Amsterdam took issue with the term sustainability, suggesting companies adopt “purpose” instead.
“The word sustainability is about as bad as it gets from a branding perspective,” said Ken Pucker, a former COO at Timberland who now teaches at Boston University, adding that CSR, CR, EHG and other corporate functions that are not fully integrated across a...