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Green Giants: How Smart Companies Turn Sustainability into Billion-Dollar Businesses
What do Brazil's top beauty brand, America's second-fastest-growing restaurant chain, and the world's third bestselling car have in common? They are shattering the myth that acting sustainably and building a billion-dollar business are mutually exclusive.
Green Giants examines nine companies that are merging social responsibility with wild profitability--and reveals the six factors responsible for their success, including:
Iconoclastic Leadership fueled by deep conviction and a rebellious streak
Disruptive Innovation that uses sustainability to spur the development of radically better products and services
A Higher Purpose that ignites the company--when the mission leads, profits follow
Mainstream Appeal with positioning and packaging stripped of the crunchy cliches that alienate the average customer.
This new breed of billion-dollar businesses proves it's possible to achieve enormous success while implementing sustainable principles that help consumers live better lives. Ranging from start-ups to business lines incubated within major multinationals, these companies collectively represent over $60 billion in revenue. What's more--many command wider profit margins and are growing faster than their conventional counterparts.
Packed with eye-opening research, exclusive interviews, and enlightening examples from Chipotle, Toyota, Unilever, Tesla, General Electric, and more, Green Giants serves as a blueprint for sustainable success that anyone can follow.
288 pages, Hardcover
First published August 1, 2015
59 people are currently reading
477 people want to read
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Displaying 1 - 17 of 17 reviews
May 12, 2021
Still relevant concepts and stories, a recommended read however the audio version quality was so-so, electronic sounding voice with (from time to time) spliced in words that were not cleanly inserted.
April 27, 2016
A title using "smart companies" and "sustainability" seemed a potential dubious trap to me and I certainly was ready for the other right wing-tipped shoe to drop. But I garnered no hidden agenda any greater than accepting the author and I might differ on the word sustainability. My thinking about sustainability is more survivalist, more dire, less capitalist and profiteering.
Several takeaways of this very easy-to-read book include the quotations of several others, including:
"What's the business case for ending life on earth?" - Ray Anderson, the late CEO of Interface Inc.
"All of us need to be net contributors to society...we must offer more than we can take. We cannot afford anymore global warming." - Paul Polman, CEO Unilever
The author writes about the processes and methods of "contrarian" business leaders who had personal "green" conversions that put them on the path to developing products that might change the world. The companies - so-called "Green Giants" and these business/thought leaders, came up with the right ideas, for the right reasons, in an era that has targeted, primed markets. The results have garnered not only tons of money and goodwill portending future market growth but have fundamentally changed or established turn-around products and processes that may indeed predict a change in a world that desperately will need it in coming days, corporate focus.
The book is well-written - an enjoyable read. It IS yet another business "how-to" book that won't, without some extraordinary combination of luck and pluck, make anyone rich. But as an extension of sensibility in an era that really needs to discuss the dichotomies of sustainability and profit taking, this is a satisfying and thought-provoking book.
Several takeaways of this very easy-to-read book include the quotations of several others, including:
"What's the business case for ending life on earth?" - Ray Anderson, the late CEO of Interface Inc.
"All of us need to be net contributors to society...we must offer more than we can take. We cannot afford anymore global warming." - Paul Polman, CEO Unilever
The author writes about the processes and methods of "contrarian" business leaders who had personal "green" conversions that put them on the path to developing products that might change the world. The companies - so-called "Green Giants" and these business/thought leaders, came up with the right ideas, for the right reasons, in an era that has targeted, primed markets. The results have garnered not only tons of money and goodwill portending future market growth but have fundamentally changed or established turn-around products and processes that may indeed predict a change in a world that desperately will need it in coming days, corporate focus.
The book is well-written - an enjoyable read. It IS yet another business "how-to" book that won't, without some extraordinary combination of luck and pluck, make anyone rich. But as an extension of sensibility in an era that really needs to discuss the dichotomies of sustainability and profit taking, this is a satisfying and thought-provoking book.
May 3, 2022
I thought this was a good book. I liked how it discussed these companies and their priorities. This is just more from a business leadership mindset and how it was originally described to me was that it was more of a case study of the different businesses. Overall it was an interesting read though and hopefully, more companies will transition to be Green Giants.
February 15, 2017
Interesting and informative read. Some good lessons and convincing arguments on sustainability for business leaders. There were a surprisingly high number of typos, which made me cranky, but overall a book worth reading if you have any interest in the sustainability movement or business.
September 21, 2025
Read for my class Sustainability Management Tools. Pretty interesting and motivating insight from Ms. Williams into a handful of companies whose missions are heavily based on sustainability and who had achieved uncommon success as of the date of publication in 2015. It seems strange that I did not previously know that Chipotle has always had a sustainability-focused mission, but that may have to do with the fact that I don't meat out very often. I've heard people talk about their high quality ingredients and meals before, but apparently that is an emerging property of their core focus on sustainability. (Alas, they still don't have pickled onions like Qdoba). It was also interesting to read about the early rough (and later glory) days of Tesla. Having been written a decade ago, there is a section that starts out with "Today, with Tesla's stock riding high and its CEO Elon Musk seemingly unable to put a foot wrong..." which is quite darkly humorous in hindsight.
The quantitative methodology at the end of the book was quite disappointing in its non-robustness. Each company seems to have been compared to a singular rival, however representative they are of the blue chips in their industry. It seems like it wouldn't have been that difficult to compare the companies of interest to industry averages. At any rate, this book could also be rather repetitive and seemed to over-explain several key points. But, maybe that's just how the corporate world is. Would be interesting to see a 10-year update of how the Green Giants (and the Next Billions) have continued to fare relative to their peers.
The quantitative methodology at the end of the book was quite disappointing in its non-robustness. Each company seems to have been compared to a singular rival, however representative they are of the blue chips in their industry. It seems like it wouldn't have been that difficult to compare the companies of interest to industry averages. At any rate, this book could also be rather repetitive and seemed to over-explain several key points. But, maybe that's just how the corporate world is. Would be interesting to see a 10-year update of how the Green Giants (and the Next Billions) have continued to fare relative to their peers.
March 16, 2022
A great read on how big corporations leverage sustainability to grow their business - "doing well by doing good". Well-presented, convincing, and easy to grasp.
October 18, 2022
Interesting book on embedding sustainability. The cases are amenable to read. Could also be read as a study on creativity and disruption.
November 16, 2022
I liked how it offered real world examples of how going green needs to be done for mainstream acceptance—a refreshing look at it and definitely gives hope for future business structures
February 23, 2023
The focus of the book was interesting, but it was a bit repetitive on some aspects. I enjoyed the audiobook.
April 10, 2023
Inspiring look at how big businesses can have a positive social and environmental impact on the world. Proof that profit, planet and people can all go hand in hand.
July 21, 2015
Going green can be profitable - good for your bottom line and not too bad for the environment and society at the same time.
This interesting, compact book takes a look at nine top companies that are managing to ace social responsibility and green issues whilst romping home with profitability. Green can be good - or at least not something that will cost your company money by being a burden - is a take-away message here. A little bit of industry disruption, wrapped around green change, for good measure is helping many companies develop a lucrative, sustainable business. Of course disruption can occur anywhere and today’s saviours can be tomorrow’s losers, yet this disruption is not disrupting the environment and the wider society.
The author mixes research, interviews and great examples with aplomb to create an interesting, thoughtful read that can act as a catalyst for change for probably almost any organisation. Over the years many people have asked the author why they should incorporate sustainability into their brand and he answers “the nine dollar burrito” – referring to Chipotle, a U.S. food chain that sells “responsibly sourced” burrito. This humble company saw revenues triple between 2006 and 2011 and revenues are now exceeding two billion dollars a year and restaurant gross margins in excess of 25 per cent. This growth shows no sign of abatement and it enjoys a market capitalisation three times bigger than Burger King. Which brand is better known around the world?
The reader may draw their own conclusions. This is not a lucky strike. There are other so-called Green Giants that are also doing well by being responsible companies. The book notes: “Chipotle is not an anomaly. It is one of at least nine companies globally with more than US$1 billion in annual revenue directly attributable to a product, service or line of business with sustainability or social good at its core. The other eight are GE, with its Ecomagination business line; Toyota, with the Prius hybrid car; Nike, with its Flyknit shoe; IKEA with its line of “products for a more sustainable life at home”; as well as Whole Foods, Unilever, Tesla, and Natura. These nine brands represent a critical mass of success. Their combined revenues add up to more than US$100 billion a year, a figure greater than the GDP of 70 per cent of the world’s 180 economies. (This does not refer to the total revenues of these companies. In the cases of IKEA, GE, Nike and Toyota, it refers to only the revenues from the sustainable product, service or line of business that is the subject of this book.)"
There is more too. Some so-called “Next Billions” companies are also profiled and these are operations that display similar characteristics to the Green Giants but have not yet reached the billion-dollar benchmark, though most are well on their way.
Before opening this book one was a little sceptical as there are rather a lot of books out there that call for change with the subtlety and conviction of an idealistic teenager whilst lacking the breadth of vision and experience that is needed to sustain the argument. This book provided an interesting journey, shone some light onto an interesting subject and washed a little bit of negativity away that Greenwashing tends to create.
Green Giants, written by E. Freya Williams and published by AMACOM Books. ISBN 9780814436134. YYYY
http://autamme.com/green-giants-socia...
This interesting, compact book takes a look at nine top companies that are managing to ace social responsibility and green issues whilst romping home with profitability. Green can be good - or at least not something that will cost your company money by being a burden - is a take-away message here. A little bit of industry disruption, wrapped around green change, for good measure is helping many companies develop a lucrative, sustainable business. Of course disruption can occur anywhere and today’s saviours can be tomorrow’s losers, yet this disruption is not disrupting the environment and the wider society.
The author mixes research, interviews and great examples with aplomb to create an interesting, thoughtful read that can act as a catalyst for change for probably almost any organisation. Over the years many people have asked the author why they should incorporate sustainability into their brand and he answers “the nine dollar burrito” – referring to Chipotle, a U.S. food chain that sells “responsibly sourced” burrito. This humble company saw revenues triple between 2006 and 2011 and revenues are now exceeding two billion dollars a year and restaurant gross margins in excess of 25 per cent. This growth shows no sign of abatement and it enjoys a market capitalisation three times bigger than Burger King. Which brand is better known around the world?
The reader may draw their own conclusions. This is not a lucky strike. There are other so-called Green Giants that are also doing well by being responsible companies. The book notes: “Chipotle is not an anomaly. It is one of at least nine companies globally with more than US$1 billion in annual revenue directly attributable to a product, service or line of business with sustainability or social good at its core. The other eight are GE, with its Ecomagination business line; Toyota, with the Prius hybrid car; Nike, with its Flyknit shoe; IKEA with its line of “products for a more sustainable life at home”; as well as Whole Foods, Unilever, Tesla, and Natura. These nine brands represent a critical mass of success. Their combined revenues add up to more than US$100 billion a year, a figure greater than the GDP of 70 per cent of the world’s 180 economies. (This does not refer to the total revenues of these companies. In the cases of IKEA, GE, Nike and Toyota, it refers to only the revenues from the sustainable product, service or line of business that is the subject of this book.)"
There is more too. Some so-called “Next Billions” companies are also profiled and these are operations that display similar characteristics to the Green Giants but have not yet reached the billion-dollar benchmark, though most are well on their way.
Before opening this book one was a little sceptical as there are rather a lot of books out there that call for change with the subtlety and conviction of an idealistic teenager whilst lacking the breadth of vision and experience that is needed to sustain the argument. This book provided an interesting journey, shone some light onto an interesting subject and washed a little bit of negativity away that Greenwashing tends to create.
Green Giants, written by E. Freya Williams and published by AMACOM Books. ISBN 9780814436134. YYYY
http://autamme.com/green-giants-socia...
June 3, 2015
Green Giants tells nine stories of companies and their leaders and their passion for sustainability. Written in a style that is entertaining, the book is laden with facts and anecdotes, all contributing to the overall message: transforming your business on the basis of sustainability factors is risky, takes courage and conviction, but ultimately pays off.
The book examines these nine case histories from many different angles and through multi-colored lenses. In the business world, where there are as many protagonists for sustainability and whether this can translate into rewards for shareholders as antagonists, this provides a fairly incontrovertible case for the protagonists. Purpose-driven profitability is explored, as is the embedding of this culture into every aspect of the corporation. Further observations are the alignment that these companies discover with their clients, and how they can enter into better behavioral contracts with all their stakeholders.
Read this to be inspired that the goals of business are not in opposition to those in pursuit of a better world for future generations. Highly recommended reading.
http://bevbouwer.blogspot.com/2015/05...
The book examines these nine case histories from many different angles and through multi-colored lenses. In the business world, where there are as many protagonists for sustainability and whether this can translate into rewards for shareholders as antagonists, this provides a fairly incontrovertible case for the protagonists. Purpose-driven profitability is explored, as is the embedding of this culture into every aspect of the corporation. Further observations are the alignment that these companies discover with their clients, and how they can enter into better behavioral contracts with all their stakeholders.
Read this to be inspired that the goals of business are not in opposition to those in pursuit of a better world for future generations. Highly recommended reading.
http://bevbouwer.blogspot.com/2015/05...
November 23, 2015
The BUSINESS book on Sustainability - great examples of real world businesses - both established and upcoming. Practical view on sustainability concepts, and not a rambling on about climate change alone.
Note - In the audio version though the narrator was not good, and does no justice to the content of the book.
Note - In the audio version though the narrator was not good, and does no justice to the content of the book.
December 10, 2015
Loved this! You can do the right thing for the planet and society and still make money. I hope more companies catch on to this. I actually listened to it as an audio book and now want to get a copy of the real book to use as a reference.
May 3, 2016
Green Giants examines several companies, and their CSR, efforts in detail. It gives a good understanding of the struggles companies can go through when trying to become more sustainable and how they can overcome those struggles.
December 3, 2017
This is an insightful, clear book packed with sound ideas. It gave me some ground in understanding how technology plays a role in building a sustainable future. Overall, it felt smart. It was optimistic while still being in touch with the world, which was refreshing.
April 26, 2016
Good resource, full of supporting stats and facts. As usual with this genre it's not exactly objective/agnostic, but could be very helpful in building a business case if needed.
Displaying 1 - 17 of 17 reviews