Rewrite success: What do you do for a living?

Claire Jackson

The weight of evidence, from Goldman Sachs to WPP, is that sustainable brands have stronger brand equity and achieve better business results, as well as being preferred places to work, so, as an industry, we must lead this shift from the front.

One Friday, not so long ago, I found myself at a drinks party making small talk with a group of City bankers I'd never met before. Out of politeness, I started by asking what they all did for a living, but as soon as their mouths opened I could feel my ears go numb. Instead, my mind was consumed with damning news headlines of 'corporate corruption', 'unbridled greed' and 'financial collapse' and, as the bankers chatted away, I couldn't help but wonder whether they still felt proud to be working for a system that is ultimately failing.