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...