Unusual suspects

This summer Emma Watson joined the board of Kering. Most people will know Emma Watson through her role as Hermione Granger in the Harry Potter movies. An English actress in the board of a French fashion giant may not seem like an obvious match at first sight. However, she’s also a well-known supporter of eco-friendly fashion, criticizing Kering’s brands (Gucci, Saint Laurent, Balenciaga) for not doing enough. The fashion industry consumes more energy than the aviation and shipping industry combined, according to the UN. It is also responsible for producing large amounts of waste and polluting waterways. From that perspective, it’s a courageous choice to ask a critical challenger like Watson to chair Kering’s sustainability committee.

However, it makes perfect sense from a business innovation perspective. More than previous generations, millennials make their buying choices based on the sustainability credentials of companies. Asking Watson, a representative of this generation, to help guide Kering into the future is a bold and smart move as long as it’s done out of an authentic desire to re-invent themselves and not just clever PR.

Who challenges your thinking? How do you keep in contact with future generations?