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By Real Time News Daily Staff
TORONTO – What does it take for businesses to thrive in a world where consumers demand more than profit? That’s the question Canadian business strategist Khalid Hasan and legendary American marketing scholar Philip Kotler tackle in their new book, The New Sustainability Edge: Redefining Business from Startups to Industry Leaders, released by Sutherland House Experts on September 9, 2025.
The book, now available for pre-order, takes on one of the most pressing debates in corporate culture: is sustainability authentic transformation—or simply another form of greenwashing?
Hasan and Kotler argue that companies can no longer afford to view sustainability as a side project. Instead, they present a research-backed roadmap for embedding purpose at the core of business models—where profitability and measurable social and environmental impact go hand in hand.
“Success isn’t just survival anymore—it’s leading with purpose,” says Hasan, CEO of ResInt Canada and former Nielsen executive who has advised brands like Coca-Cola, PepsiCo, Unilever, and Novartis.
Inside
The New Sustainability Edge
The book blends global research with practical insights, offering:
- Cross-industry case studies spanning branding, tourism, AI, and social enterprise
- Expert contributions from thought leaders in academia and industry
- A hands-on implementation framework for startups and established corporations
- Evidence-driven strategies for aligning financial returns with planetary and social well-being
With Hasan’s expertise in sustainability and Kotler’s four decades shaping the foundations of marketing strategy, the book represents a powerful meeting of minds. Kotler—often called the “Father of Modern Marketing”—is professor emeritus at Northwestern University’s Kellogg School of Management and the author of more than 100 books translated into 25+ languages.
Why Now?
The timing couldn’t be more urgent. According to a 2024 Nielsen survey, 72% of global consumers say they are willing to pay more for sustainable products. For businesses, that statistic reflects not just a trend but a shift in market reality.
The New Sustainability Edge positions itself as both a teaching tool for the next generation of business leaders and a strategic manual for corporations navigating the pressures of climate change, consumer activism, and stakeholder accountability.
Early Praise
The book has already attracted attention from leading scholars:
“This is a great book on sustainable business… Each chapter involves quintessential problems and opportunities in sustainable marketing. Together, they present an excellent set of teaching and learning material.”
– Professor Russell Belk, PhD, Schulich School of Business, York University
“Combining proven strategic marketing concepts with cases from many countries, this book will inspire students to apply marketing to sustain benefits for customers, colleagues, and organizations.”
– Professor Linden R. Brown, PhD, INSEAD, Cranfield, and UTS
About the Authors
Philip Kotler has shaped the very language of marketing, introducing concepts like the “marketing mix,” “social marketing,” and “prosumers.” His influence extends across boardrooms and classrooms worldwide.
Khalid Hasan, a seasoned executive with over 35 years of experience, has specialized in sustainability and global business strategy. With a PhD, MBA, and training in strategy from Harvard Business School, Hasan leads ResInt Canada and teaches at universities across Canada and South Asia.
Publication Details
- Title: The New Sustainability Edge: Redefining Business from Startups to Industry Leaders
- Authors: Khalid Hasan & Philip Kotler
- Publisher: Sutherland House Experts
- Publication Date: September 9, 2025
- Pre-Order Links:
