21 Oct '11, 10pm

Can Brands and Marketing Deliver a Sustainable Future?

One of the interesting questions discussed in the panel was the role of companies in promoting sustainable consumption and whether they should wait for consumers to show more interest or just lead the way and encourage consumers to follow them. Dr. Uren explained the resistance companies face when exploring changes both from customers and the investment community. The existing business model is broken, she quoted Ian Cheshire, CEO of Europe’s leading home improvement retailer Kingfisher Group. Jeffrey Hollender added that big businesses won’t necessarily solve the problems and provide communities with what they need. Both Yolles and Williams said big companies should be leading the way. Yolles gave the example of Unilever and Williams said that you can find leadership even in the advertising industry – it isn’t just full of Don Drapers, she joked.

Full article: http://www.triplepundit.com/2011/10/brands-and-marketing-...

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