Strategy for Sustainability (1)

Strategy for Sustainability is a book by Adam Werbach I am required to read for my Green Brand Strategies Class. I am a little over 30 pages into this book and I have found some great ideas and consistency in Werbach's ideology towards brands consciousness of being "sustainable". He introduces 4 components which makes a brand Sustainable. Any brand is able to loophole themselves into marketing themselves as Green, that's as easy as saying you didn't wipe today because you are saving the trees. Being sustainable is different. Werbach dives more into this later in the book. These 4 components really stuck out for me and how he uses them as a platform for which every brand should use in transitioning themselves to be "sustainable".

"Social (acting as if other people matter): Actions and conditions that affect all members of society (e.g., poverty, violence, injustice, education, public health, and labor and human rights)

Economic (operating profitably): Action that affect how people and businesses meet their economic needs---for example, securin food, water, shelter, and comforts for people and for businesses turning a profit so that they'll be able to continue for years to come.

Environmental (potecting and restoring the ecosystem): Actions and conditions that affect the earth's ecology (e.g., climate change, preservation of natural resources, and the prevention of toxic wastes)

Cultural (protecting and valuing cultural diversity): Actions through which communities manifest their identity and cultivate traditions from generation to generation." Pg. 9,10

These 4 components are what a company must focus on in order to maintain a sustainable brand with longevity. A lot of companies these days focus on the short term economic goal. Fast money. Werbach shows many examples of how companies that have failed due to setting short term goals first instead of setting their sights on long term benefits by adopting these four components into the company's actions.

Check out the book and learn more about Adam Werbach HERE