Fortune Favours the Brave

Fortune Favours the Brave details the opportunity for UK businesses to unlock around £100 billion a year in value from new innovation opportunities that address social and environmental challenges.
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The report argues that companies must go beyond conventional corporate and social responsibility programmes and, instead, place sustainability at the heart of business strategies and operations to unlock the full commercial potential and sustainability benefits.

Based on primary and secondary research by Accenture and in depth discussions with CEOs of some of the UK’s leading companies such as Kingfisher, BT Group and Jaguar Land Rover, the report suggests that scaling innovation in five categories – resource efficiency, the circular economy, new consumption models, shared value approaches and transparency and customer engagement – can improve competitiveness, grow revenues and better address changing customer needs.

The report suggests leaders should do three things:

  • Assess the external market and mega-trends.

  • Develop a vision and define the unique contribution of the business in light of external trends.

  • Test and deliver opportunities for innovation and value creation in line with the business vision.

Launched alongside this report, the Sustainable Business Toolkit, provides practical guidance on how companies can create and test new innovative ideas that deliver commercial, environmental and social benefit.

The report has been published by Accenture, Business in the Community and Marks & Spencer.

Download the Executive Summary here.

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