Israa Ameen Thiab

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When sustainable practices are pitched to business startups as good for the bottom line and core to the founder’s mission, they’re more likely to succeed. Alisa Bright on Unsplash

There’s a business case for companies to embrace sustainability – if it’s pitched the right way

Israa Ameen Thiab, Rochester Institute of Technology and Clyde Eiríkur Hull, Rochester Institute of Technology

Many sustainability programs may be aiming at the wrong target because most entrepreneurs won’t become environmental activists.

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