Nowadays, brands are expected to be “green” and consumers are no longer willing to pay a premium price for these products, today’s article says. Marketeers should not just focus on the green niche that is already converted, because if they do, they miss out on the Massive Green Middle.

 

Even more important, though, is the observation that sustainability and environmental brand issues do not appeal to consumers only but to the other stakeholders as well. This is a no-brainer to the sustainability in-crowd, but an important eye-opener for anyone else. Staff, business partners, and authorities are all interested in seeing sustainability in companies and brands. They often see it as a hygiene factor. Embracing sustainability is a precondition for business success.

 

Looking forward to tomorrow. From what perspective will the FT promote the sustainability business case then?