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Why CVS' 'No Smokes' Decision Is Big News for Forward-Thinking Brands

Courtney Pankrat

We’re all too familiar with the fact that, sometimes, the right thing to do doesn’t add up to be best thing to do money-wise in the short term. But when leaders decide to value long-term sustainability over short-term financial results, amazing things are possible. It’s not just the Ray Andersons and Paul Polmans of the world anymore. CVS’ leaders decided to say, “It’s wrong. So we’re stopping.” More will follow.

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