I have known about Serious Materials for a while as they are one of my business examples of “sustainability driving innovation.”
In my opinion, sustainability is fueling innovation through the creation of new businesses and new products. This innovation is also driving the “creative destruction” of some industries (some of the Detroit automakers?) and creating new ones (Tesla and Better Place?).
This is obvious.
What is not so obvious is that the job creation from these new and in some cases disruptive industries is creating brand value.
In my opinion, Serious Materials is now known, not only as an …