Month: September 2015

According to Wikipedia, the traditional roles of ambassadors are protecting citizens, supporting prosperity and working for peace. What do these laudable aims have to do with sustainable business?  An ambassadorial role within the Swedish government suggests the answer is that diplomacy and sustainable business go hand-in-hand.

On April 1 2015 the Swedish Foreign Office appointed a new ambassador. Rather than being an envoy to a foreign government, the appointee, Diana Madunic, has a cause – sustainable business. Although the appointment was made on April Fools’ Day, Diana Madunic explained at an NMC seminar last week that her role reflects a serious commitment to encouraging, supporting and challenging Swedish businesses to act more sustainably, in all parts of the world.

Diana Madunic may not be a typical ambassador but her role goes hand-in-hand with the aims of traditional diplomacy. If she succeeds in helping Swedish businesses to become more sustainable then she will surely contribute to protecting citizens, supporting prosperity and working for peace.