Sustainability in products and services is moving into the mainstream. But how do you market it without risking brand dilution or greenwash?
This fourth video in Marc Stoiber’s Futureproof Brand series explores how leading brands like Nike have built a sustainability ‘halo’ around their core brand – reaping the rewards of good citizenship while staying brand-focused.
It’s a subtle shift, and a big risk for brands used to tooting their own horn. But it pays dividends.
Marc Stoiber is a creative director and brand strategist who works with clients to build futureproof brands.