This article is part of a Spotlight series on sustainability marketing in India. Read more
Among the 36 billion results that Google throws up when searching the word sustainability, the 1987 United Nations Brundtland Commission is perhaps the most succinct. It defines sustainability as “meeting the needs of the present without compromising the ability of future generations to meet their own needs”. This summarises aptly the twin-pronged impact we must assess for any activity if we are to make it a sustainable one.
If we unpack this definition, we see that it has three fundamental pillars –...