A Guide To Getting Started With Sustainability Branding

• News & Highlights

For years I’ve leaned into brand strategies that go beyond setting marketplace expectations to exert influence on making communities better. When it comes to climate change, in my opinion, brands are stepping up like they haven’t on other issues.

Many companies, such as Amazon, are moving toward zero emissions. Delta Air Lines is investing $1 billion to reduce environmental impact. Visa is using 100% of its electricity from renewable sources, such as wind and solar.

I think it’s great for big brands to announce multi-year commitments to show they’re on the front lines, but words only matter when backed by action. There’s no time and no tolerance for “greenwashing.” More corporate brands are starting to show up in big ways, keep their promises and use their influence to drive behavioral change. And brands have business incentive to go big.