How strong brands can lead to a more sustainable future

Nigel Hollis

We all know the trends: population growth, consumption growth, resource depletion, water shortages, and climate change. It seems that right now we are at a tipping point. Will we be able to turn things around, live within the planet's means, and guarantee that our grandchildren have the same quality of life that we do? It is frightening to think that the answer might be no. Yet as individuals we feel helpless in the face of such huge systemic problems.

I would like to suggest that business leaders, marketers, and market researchers can play an incredibly important role in building a sustainable future for humankind in at least two ways: We can make our businesses and brands sustainable, and we can inspire consumers to adopt more sustainable behavior. How can we accomplish these things? By continuing to work to build strong brands.