How brands are evolving in the area of sustainability marketing and communications — and how their stakeholders are asserting their own needs and preferences.
The Big Four accounting firms — Deloitte, Ernst & Young, KPMG and PwC — have the strongest brand preference in both the sustainability consulting and sustainability assurance markets, according to a global survey of 250 heads of sustainability. Independent analyst firm Verdantix found that in sustainability consulting, Ernst & Young leads with a brand preference score of 39%, relative to 37% for KPMG, 33% for Deloitte and 30% for PwC. Among the management consulting firms, Accenture achieved a score of 22% beating McKinsey on 21% and Bain on 15%.
Growing consumer awareness of food production methods and sustainability issues has led to the rise in recent years of ecolabels in the food industry; over 200 seals and logos currently represent some ecological, ethical, ingredient or sustainability attributes in the global food industry.
From our perspective, "brand" is who you are, what you do, how you do it, and only then, how you communicate it. This channel examines how today's leading brands are evolving in the area of sustainability marketing and communications through thought-provoking ads, creative mission marketing, social media campaigns and other successful stakeholder engagement.