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...