6 Ways to Make Brand Sustainability Resonate With Consumers

Climate change. Resource scarcity. Pollution. Human rights. These are some of the most pressing issues facing business today. They're also some of the most difficult for consumers to relate to, let alone orient their lives around. According to a recent report from The World Economic Forum and Accenture, sustainability is in desperate need of a makeover. Despite millions of dollars spent marketing the concept over the past decade, only 28 people of people know what terms such as "sustainable," "responsible," "eco friendly" and "green" really mean, and just 44 percent say they trust green claims coming from big brands.