How to sustain sustainability?

Many companies are addressing issues of sustainability. This report from The Futures Company, part of its Future Perspectives series, looks at where consumers are on the road to sustainable living and how brands can lead the way, if only to build a competitive advantage.
Among the problems faced are the fact that people are both citizens and consumers and have conflicting priorities, with consumer needs generally taking precedence over public concerns. Brands need to understand that for most people sustainability is just one factor, and rarely the primary one, in their choices. But if leveraged effectively, by differentiating the brand or giving greater reason to believe in a product's benefits, social and environmental factors can drive growth. As well as emerging issues in any given product category, brands also need to consider wider global issues: the scarcity of raw materials, the challenges of ...

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