Sustainable Branding Goes Beyond Green

04 November 2022
For blindingly obvious reasons, ‘sustainability‘ is today’s ‘mot du jour’, but using it as a superficial green ‘wrapper’ is a foolish brand positioning strategy. Certainly, brands that place sustainability at the core of their businesses can expect customers to respond positively, but to make opaque claims, without being fully accountable for those claims, is destined to fail.

Read full story