SUSTAINABILITY

Sustainability is the ability to maintain or improve the societal, ecological and economical spectrum (a.k.a. people, planet, profit). This is a huge trend that is influencing societies, industries and politics all over the world. Over the past three years the ecological concerns have been prevalent over the other two. They have been picked up by virtually every brand and - in some ways - have become a marketing fad. Because of the recession, economical sustainability is on top of everyone’s list right now. It can’t be seen as an isolated problem though, as it is intertwined with the other aspects of sustainability as well.


Keywords:
Social Justice
Eco-design
LOHAS
Triple Play


Sample question that will be answered:
• What are the drivers of this trend?
• What are the relevant target groups?
• How can one still reach consumers with a green message?
• How can we make our brand more sustainable?