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ABSTRACTThis case discusses Ivory Coast's floating island resort – L'île Flottante, a sustainable tourism initiative in Abidjan that innovatively reuses single-use plastic products to address irresponsible consumption of single-use plastic and raise awareness through ecotourism. Innovative entrepreneurial initiatives like these are essential towards sustainable development. Sustainable Development Goal 12 (SDG 12) addresses this concern of responsible consumption focusing on growth that does not put the future of this planet at risk. The consumers also have a major role to play in adapting to and inspiring sustainable and socially motivated business ideas like L'île Flottante. Scaling up such initiatives and implementing them across different industries can address concerns and promote sustainable development and economic growth.

Barbie in a wheelchair has heralded a new era in the magical world of Barbie. Mattel, one of the biggest toy manufacturers, has redefined the way Barbie has been portrayed to the world by introducing their new Black Barbie in a wheelchair. After years of innovation and trial and errors, it has proved that Barbie is not just a make-believe plaything or a representation of a singular aspect of beauty standards. These dolls should be relevant and wholesome when it comes to creating a bridge between customers and the brand itself. Mattel realized not too long ago the significance of inclusion, and now it has ended up hoisting a sensation in all of the United States and globally through the Internet and social media such as Twitter. The IDIC (Identify, Differentiate, Interact and Customize) model, which is an effective customer relationship management (CRM) tool, has been deployed by Mattel to demonstrate how Mattel cares for its customers. Mattel’s customer centrism, devotion towards innovation and inclusiveness are the key aspects which has rewarded the company with a whole new spectrum of acceptance from minority groups with a smile on their faces.