The 5 Truths Needed to Create a Sustainable Brand

Small efforts aren’t going to cut it anymore

A collage illustration of gas, earth, money, arrows, text bubbles, phone, depicting the environment
Environmentalism needs to be part of business models. Getty Images

The mad scramble to make brands more sustainable is in full swing. And while companies are right to tackle this issue, the truth is that quite a few of them are still getting it wrong. That’s because there are still a few glaring misconceptions about the movement in general; not only what it means to be sustainable, but also how to achieve true sustainability.

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Bruce Mau is chief design officer of Freeman and co-founder of Massive Change Network.