Sustainable Brands

Following "The Brands Insignificance" article I found in SustainAbility's blog this very interesting opinion from Mark Lee. He named "Brand, Transformation and Sustainability", saying that «brand is the embodiment of an organization, that it has power to do good from a sustainability perspective, that sustainability is good for brands and vice versa, and that when sustainability is made part of a brand promise, it’s less likely to be compromised». He suggested, along with Patrin Watanatada, five essentials for sustainable brands: relevant, responsive, reliable, resilient and transformative.

In their 2010 article "Five principles for Sustainable Brands", they explain their thoughts: «The connection between sustainability and brand helps build better relationships across value chains, creates new market opportunities, reduces risk, and, critically, more deeply embeds sustainable practices by making them part of the organization’s identity, its story. And when sustainability is part of the brand promise, it is far less likely to be compromised.» With these words we can understand how powerful can be sustainability integrated into brands. 

And if Sustainability is the future, «in driving the shift to more sustainable business models and sustainable consumption, these brands will be the brands that win.»

The Obvious Revolution