G20: where did the "DD" go? La Tribune.fr - 07/04/2009 at 09:28 - 343 words
By Erik Izraelewicz, editorial director of La Tribune.
Did you know ? Today ends the fifth week of sustainable development. In recent days, it is not DD (sustainable development) that made the news but the G20. The regret we can have is that they did not meet each other.
In London, the "DD" was absent subscribers. And that's a shame. Sustainable development - taking into account the scarcity of our planet's resources (air, water, wood, oil, etc.) in growth strategies - is becoming a major concern for companies . We see it every day in our "Green Business" pages.
In their letters to shareholders, the owners of the CAC 40 only spoke, ten years ago, of "value creation" (EVA in English). Today, this ode to EVA is returned at the end of the letter. Another is preferred to him, that around "corporate social responsibility", environmental protection and the reduction of emissions of all kinds. The same is true, more or less, for smaller companies. The "DD" is no longer a fight for ayatollahs in need of radical battles. It has become a factor of economy, of profits too. This is probably not enough yet.
There is, in this conversion, a bluff - marketing to please consumers. But even that - the fact that it is now necessary to disguise itself in green to sell - is itself a sign of profound change. Of this mutation, indispensable, it was little question at the summit of London. Certainly, the recovery plans contain a bit of green - scrapping premiums, housing renovation, and so on. Too few in reality. The post-crisis growth regime will necessarily be different from the one we are leaving. It will rely on new countries and new industries.
The new countries have been clearly identified in London. Not the new industries. And those, it is for sure the "econology" which will bring them to us!
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