Green, responsible and sustainable – terms that have become very popular in recent years, and rightly so, since issues such as air and water pollution, climate change, or scarcity of natural resources (growing population on a finite planet!) are becoming more and more palpable. Concerned citizens and consumers expect brands to be part of the solution, rather than the problem. But what exactly are green brands, and how do they differ from other brands? And what is the link between sustainability and branding?
- What a green brand is;
- Approaches to green brand positioning (sustainability branding);
- The purpose of green place brands;
- The danger of ‘greenwashing’.