Although it’s hard to find consistency among definitions of sustainability, it is a common understanding that it incorporates companies’ relationship with the natural environment, social causes, and corporate governance. A company’s initiatives must consider environmental, social, and financial impacts. That means companies must make investment decisions that will benefit the environment and society, and guarantee the sustainability of the project itself.
There is an enormous relationship between brands and consumers. Consumers on one hand determine development and the success of brands, and brands reversely influence and manage consumer behavior. Consumer sustainable perceptions and preferences, company’s sustainable practices and brand equity are also strongly interrelated.
Sustainability can bring more profound meaning to a brand image and consequently greater emotional bonds and differentiation. A sustainability program that is consistent with a brand’s positioning will create value for companies by creating more value for its brands. Moreover, it enhances public recognition, competitive advantage and provides future financial health and growth.