I have been talking sustainability to my clients for a long time. I believe that to be a successful brand and business you must be differentiated from your competitors while being relevant to your customers so they will continue to buy what you are selling. If you stay relevant you will be sustainable. You stay relevant by understanding what drives the hearts of your customers and deliver on their wants and needs.
So I love a great sustainable story and I have one to share with you. The link below to McKinsey Quarterly I think will provide you with a fresh, albeit not new look, at sustainability. It goes well beyond the current hype around being green and involves the former green leader from the Sierra club turned marketing sustainability leader, Adam Werbach.
Enjoy the read and remember to watch the video as it is I think required viewing for anyone who has been confusing sustainability with being green.
http://www.mckinseyquarterly.com/When_sustainabillity_means_more_than_green_2404
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