Balancing Green - When to Embrace Sustainability and When Not To. Prof. Yossi Sheffi
Channel: MIT Center for Transportation & Logistics
Date: 24/05/2018

Professor Yossi Sheffi is holding a virtual book talk and Q&A for all MicroMasters learners to celebrate the recent publication of "Balancing Green". http://bit.ly/balancinggreen

Join the Q&A at https://sli.do #green

In the book, Sheffi argues that business executives' personal opinions on environmental sustainability are irrelevant. The business merits of environmental sustainability are based on the fact that even the most ardent climate change skeptics in the C-suite face natural resource costs, public relations problems, regulatory burdens, and a green consumer segment. 

“People say they’re willing to pay for sustainability, but when they go to the checkout counter, almost nobody does,” says Sheffi, who is the Elisha Gray II Professor of Engineering Systems at MIT and director of MIT CTL. “Or 10 to 15 percent of people do, modestly, but it’s not enough to move the market.”