Consumer demand is driving a business agenda increasingly based on authentic commitments to sustainable principles. In branding, in marketing, in production, in distribution and in customer service there is pressure on business leaders not to turn standard products into green ones, but to build sustainability into every aspect of their operations.  Marketing and communications that seek to leverage these commitments need to be both transparent about what is actually being done, and evidence-led in terms of proving impact. This builds trust over time, and can differentiate brands in powerful ways. Growth strategies based on using renewable and low-carbon resources, reducing waste, extending lifecycles, decentralising supply chains, lower energy IT architectures as well as resource-sharing are all succeeding in today´s economy, and resonating with consumers who want to show their own commitment to the environment and social impact.  Market leaders in the green shift have moved beyond complying with regulations, reducing their energy use, or marketing ecologically safe products. These organisations are often succeeding in most or all of the following: 

• pro-environment policies are part of the core business strategy and are seen as a defining source of competitive strength. 

• innovation agendas embed green principles into the way they assess opportunities

• product lifecycles have been extended to be “cradle to cradle” which must be included in all design efforts

• green principles are taken into account in all major decisions on operations, growth and partnerships

• sustainability is fully a part of corporate and brand marketing and messaging