Why a sustainability strategy is critical to your long-term brand health

The world is changing. Rapidly. From climate to supply chains, social issues to how we spend our free time. Established businesses must adapt accordingly and figure out the role they play in their customers lives as things continue to shift at an astonishing rate.

Plus consumers are starting to demand it. A report by McKinsey recently demonstrated a direct correlation between consumer spending and sustainability-related claims. But claims aren’t quite enough. Consumers are rapidly becoming wise to ‘greenwashing’ (not to mention tougher penalties imposed by regulators) and brands making superficial claims are increasingly paying the price.

The answer is to authentically incorporate ESG (environmental and social governance) into the heart of your organisation. Make it relevant to who you are and what you do – and really mean it.

READ MORE: The power of brand in sustainable innovation