sustainability

It’s not a slogan, vision, mission, or message either.

Sustainability is what companies do, sooperating in a way that ensures that they stay in business isn’t a new idea, it’s what they’ve been doing since forever.

To stay in business, companies must always strive to meet the requirements of their markets and expectations of their stakeholders. If they’re not sustainable, they go out of business.

Those requirements and expectations change and evolve.

A recent study by Merrill Lynch found that “good companies can make good stocks,” though not as a stand-alone metric. It’s a good start.

Each technological age has been marked by a shift in how its industrial platform enables companies to rethink their business processes and create wealth (1). As we are standing on the brink of a new chapter of capitalism are we limiting our ability to rethink due to how we read, measure and perceive the world – how we cherry pick our data?

This is the last in a series of three posts exploring the role of brands in creating positive change. The previous post explored the first two Ps of creating world-changing brands, power and permission, and we’ll focus this post on the 2 remaining Ps, perception and portfolio. To start at the beginning, part 1 can be found here.

Continuing from our previous post, let’s look at two P’s of world-changing brands: power and permission.

Power