Sustainability as a Brand and Business Strength

Article written for American business magazine Entrepreneur.com.

In the race to sustainability, many brands are diluting their identity and relying on undifferentiated strategies to ensure environmental efficiency and social compliance. As the aggregate result of perceptions and mindsets, brand value typically translates into quantifiable metrics such as sales volume, equity, audience size and market potential. These elements allude to consumption, and therefore to a brand’s sustainability performance. From my ongoing conversations with brand and sustainability executives, I gather that the quality of sustainability investments depends on the perceived economic value of a well-executed brand strategy. This article examines the pitfalls of generic approaches to integrating sustainability into brand value.

Original publication available here.