Sustainability marketing: Flourishing brands

Many organisations hesitate to embrace sustainability, seeing it as an onerous, costly commitment. But there is an alternative view - branded flourishing.

Flourishing brands

Alastair Morton with Claire JacksonJWT

To restore resonance with consumers and brands, sustainability messaging needs to be aspirational and fruitful to appeal, through 'branded flourishing'.

Sustainability seems to be a cause for reluctance and hesitation. Despite being high on some agenda, many businesses, governments and citizens still remain unwilling to enter into the fray. They hover nervously in a doorway marked 'sustainability,' eager for others to lead the way. It's a 'you first' stand-off.

There are issues nudging businesses towards that door, from risk mitigation, to cost savings, to corporate and brand reputation. But, in spite...

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