Sustainability: Put the consumer first this time

Few brands have so far achieved a perception of leadership in sustainability. A historic problem with brand sustainability communications has been that they were based on what the company had done.

Put the consumer first this time

Mike Longhurst and Jem KeenPlanet McCann and KSBR Brand Futures

With the recent conclusion of the Rio +20 world sustainability summit, it is fair to assume we are going to see a new build-up of corporate activity leading through to marketing and communications on a sustainability platform.

Whether they are judged successful or not, sustainability summits raise the profile of the issue and this one seems to have been a good showcase for corporate actions and leadership.

It is useful, then, to look at what was achieved in the last era...

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