Sustainability Pledges Without Accountability Hurt All Brands

There's an opportunity to cultivate community if you're willing to do the work

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

Editor’s note: Today’s column is the fourth installment in Jonathan Hanson’s sustainability series. Below, his conversation with Tentree’s co-founder and CEO shows how brands that treat sustainability as a business model are better able to create seamless customer touch points.

Derrick Emsley’s company, Tentree, has some ambitious literal growth plans.

The brand is a tree-planting business that makes money through the sale of responsibly made apparel. “We want to plant trees, and are using the product as the vehicle to do so,” said Emsley on a recent episode of Conquer the Noise podcast. For



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