economy and out of the environment ,” continued Jope in the press release . “ Our plastic is our responsibility and so we are committed to collecting back more than we sell , as part of our drive towards a circular economy . This is a daunting but exciting task which will help drive global demand for recycled plastic .”
The move towards sustainability is not in conflict with the business imperative , however . In an interview with the BBC , Jope said : “ We do believe in trying to remain relevant for younger groups of consumers as they come into the market , and we know that millenials really care about purpose and sustainability and the conduct of the companies and the brands that they ’ re buying . This is part of responding to society but also remaining relevant for years to come in the market . We see no paradox between responsible consumption , sustainable business , purposeful brands and better financial performance .”
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