Making Sustainability More Tangible.

This article discusses the challenge of making sustainability initiatives more tangible for both employees and customers. The author highlights the importance of recognizing the intangible value generated from sustainability efforts and suggests ways to overcome this challenge. One option is through marketing, where companies can use logos and statements to convey sustainability attributes, although trust in the brand's claims is necessary. Another option is third-party certifications, which provide more tangible evidence of sustainability. The article also explores how Intel addressed the intangibility challenge of artificial intelligence by launching a cross-sectoral collaboration to train students in AI and solve real-world sustainability problems. The goal was to demystify AI and demonstrate its sustainability benefits. The article concludes by emphasizing the need for sustainability to be profitable for companies to ensure its long-term sustainability. [Extracted from the article]