Steve Howard - Let's Go All-in On Selling SustainabilityStreaming Video - 2014
The big blue buildings of Ikea have sprouted solar panels and wind turbines; inside, shelves are stocked with LED lighting and recycled cotton. Why? Because as Steve Howard puts it: "Sustainability has gone from a nice-to-do to a must-do." Howard, the chief sustainability officer at the furniture megastore, talks about his quest to sell eco-friendly materials and practices - both internally and to worldwide customers - and lays a challenge for other global giants.