An example of a growth opportunity that complements the goals of sustainability is Dow's newest business platform, called Dow Environmental. This business was launched in 1994 to offer environmental systems and services to the global marketplace. Likely customers for this business are large manufacturers who use a lot of chemicals but whose primary expertise is not handling or managing the chemicals to reduce environmental impact. Because society today places a value on such a service, the new business has a good chance of success. Invest in Creativity Technology is the most obvious contribution industry can make to sustainable development.
Innovation is the foundation of the world's most successful corporations.
Few argue that business must lead the creation of cleaner technologies, more efficient processes, and alternative, eco-efficient products. Industry's responsibility is to fulfill this expectation. The marketplace offers powerful incentives for businesses to invest resources in continuous process and product improvements. Each company also must accept a responsibility to seek alternative technologies that draw upon fewer resources, maximize efficiencies, and create less waste. A company is only as strong as its people.