Advance Praise

The Next Sustainability Wave provides valuable insight into communicating with corporate leaders in their own language to bring about “enlightened self-interest.” We can all expect to become better sustainability change agents by reading and applying the lessons found here.

— Karl-Henrik Robèrt, founder of the Natural Step and author of The Natural Step Story: Seeding a Quiet Revolution


This highly informative and thoroughly researched book presents a wealth of data, ideas, and insights drawn from a vast array of sources and the first-hand experience of practitioners. Bob Willard’s genius is finding the gems, presenting them in plain language, and building a strong case that corporate sustainability is approaching the tipping point.

— Dr. Brian Nattrass, Managing Partner, Sustainability Partners, co-author of The Natural Step for Business: Wealth, Ecology and the Evolutionary Corporation and Dancing With the Tiger: Learning Sustainability Step by Natural Step


If you are going to read one reference book on corporate social responsibility this year, this is the book. Bob Willard takes complex and often ill-defined ideas and distills them into bite-sized chunks that can be easily understood and acted on.

— Adine Mees, President and CEO, Canadian Business for Social Responsibility

Bob Willard has done a great service for all of us with an interest in the future of business by synthesizing a vast literature into a strategic roadmap that lights the way ahead for those who pull the levers of power. The Next Sustainability Wave bridges the gap that has too long separated strategic management and sustainability — this is a book that both sharpens the mind and catalyzes action.

— Robert M. Abbott, CMC, Founder & Chief Strategist, ABBOTT STRATEGIES, author of Uncommon Cents: Henry David Thoreau and the Nature of Business


The Next Sustainability Wave heralds a new era in which sustainability strategies help business leaders to pursue competitive advantage in a complex global environment.

— Dr. Chris Laszlo, co-founder, Sustainable Value Partners, and author of The Sustainable Company: How to Create Lasting Value through Social and Environmental Performance


With The Next Sustainability Wave, Bob Willard has utilized a particularly effective structure, combining the fresh ideas of a host of leading edge experts with his own unique insights.

— Bruce Sampson, Vice President Sustainability, British Columbia Hydro and Power Authority

Bob Willard’s The Next Sustainability Wave is a strategy guide, encyclopedia, and compelling collection of stories and anecdotes — all in one volume. It belongs on the desk of every executive who cares about the future.

— David Ticoll, co-author of The Naked Corporation: How the Age of Transparency will Revolutionize Business and Digital Capital: Harnessing the Power of Business Webs


The Next Sustainability Wave is a must-read for any business, government, or non-profit leader concerned with high performance today and survival in the future. It provides a clear, step-by-step approach for analyzing how sustainability can assist an organization to thrive in rapidly changing times.

— Bob Doppelt, director, Program in Watershed and Community Health, and academic coordinator, Sustainability Leadership Academy, University of Oregon

No other author has drawn on anywhere near the depth of experience from such a range of practitioners as Bob Willard has with The Next Sustainability Wave. He provides a robust framework that both highlights his insights and lets the voices of many others add color and perspective.

— Don Reed and Paul Gilding, Ecos Corporation, authors of the paper “Single Bottom Line Sustainability”


Thoroughly researched and packed with lots of great come backs for all the “yeah-but” responses you’re likely to encounter, The Next Sustainability Wave offers great insights on why sustainability makes good, practical, and strategic business sense.

— Ronald Nielsen, Director, Sustainability and Strategic Partnerships, Alcan Inc.


The data, information, stories and personal perspectives contained in The Next Sustainability Wave provide a clear and compelling vision of a new way of doing business. Bob Willard shows us in clear terms how and why sustainability should be the core strategy of business in the 21st Century.

— Kevin Brady, Director, Five Winds International and co-author of Mapping the Journey: Case Studies in Strategy and Action toward Sustainable Development


The Next Sustainability Wave captures from all perspectives the best current thinking on the business case for sustainability, in an accessible, practical, and balanced manner. Bob Willard makes it clear — there is no longer a valid reason for companies not to pursue environmental and social sustainability.

— Dr. Marlo Raynolds, Executive Director, Pembina Institute for Appropriate Development