Stay away from sustainability

Brands like Wal-Mart are anxious to prove their sustainability via product labelling, websites and supply chain reports.

Stay away from sustainability

Guy Champniss

Brands should avoid preaching sustainability, like Wal-Mart, and instead focus on building social capital with long-term commercial benefits, as Pepsi and the Equity Bank in Kenya have demonstrated

On 16 July last year, the growing number of sustainability-inclined folks in the marketing and communications industry stopped to listen to Wal-Mart's announcement that it was going to create a 'Sustainable Product Index'.

This looked impressive – when an organisation the size of Wal-Mart gets behind something like this, and chief executive Mike Duke says “we do not see this as a trend that will...

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