The many points of intersection for brands and sustainability

Saji Abraham

Fighting Fit Brands’ Saji Abraham explores the different dimensions that brands can harness in their sustainability journey.

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 –...

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