@Lewis – Exactly, and that’s the latter half of the benefit equation but which some companies may feel fuzzy about. Naturally, sustainable thinking is a co-element of Corporate Social Responsibility. But now the benefit of being ‘greener’ also has a competitive differentiation advantage that can be built into branding and marketing communications, as a result of this global shift in cultural attitudes. To me, that’s where a great opportunity lies – yet the risk for greenwashing is high.

Responsibly disclosing, marking, and branding your product is ‘naturally’ (pun for fun) great for value chain members, but if standards or official symbols denoting 3rd party accreditation are absent, the entire process becomes muddled.

As part of that formula, they must consider doing good and how doing good benefits their business, their employees, their customers, their communities and the planet. If they do the numbers, they will choose to do the right and the good thing, because sustainable is also profitable.