Building bridges

"We've got to think much more creatively about the future as we want to live it," says Martin Charter, director of The Centre for Sustainable Design at the University of the Creative Arts in Farnham, England. Charter also sits on the sustainability advisory boards of P&G and InterfaceFlor in Europe. "One of the reasons why some ideas don't get through R&D to the market is because we're not connecting up the key role players in the innovation system effectively enough."

Charter calls for "bridges" that move us "from where we are now to where we may be in the future" in the area of sustainable innovation.

"The key issue now is no company -- even if it's got the best people, the best thinking -- can know everything about this agenda," Charter says. "It's actually the recognition that you don't control the agenda and that you need to bring in new thinking and new perspectives."

Category:

Science & Technology

Tags:

• Building bridges
• sustainability
• sustainable innovation
• Eastman Chemical
• Eastman Chemical Company
• Martin Charter
• new perspectinves
• new thinking