Given consumers find sustainability too complex to reward companies for (and indeed, why should they?) surely the notion of a sustainable brand is wrong-headed.
The term smacks of greenwash to me.
It feels like a hangover from a decade ago.
We need sustainable companies, sustainable businesses, sustainable firms, whatever you call them.
Brands are part of companies for sure.
They are the front end.
But the big change that matters, the change that ultimately drives innovation and then trust, all happens out the back.