Despite massive investments, sustainable business still isn’t very profitable for most companies. Here's a fresh approach to aligning sustainability with customer satisfaction—and profitability. Store aisles packed with products labeled "environmentally friendly." Businesses scrambling to make their operations sustainable and socially conscious. Ads touting green credentials for all kinds of enterprises. For a long time now, this has been the market landscape we live in, with companies such as Unilever leading the way and creating pressure for others to follow suit. But the...