These are my recommendations for revising the article Sustainability brand.
Copied content from Sustainability brand, see the page's history for attribution.
I added a citation and a bit more clarity on the overview section
Overview
editSustainability branding is the process of creating and maintaining an identity of a specific product, service, or business that reflects special added value in terms of environmental and social benefits.[1] A brand is only perceived as being sustainable if it can credibly convey sustainability benefits which are noticeable by and relevant to the consumer.[2] Because most consumers are unaware of what sustainable production and practices look like, they often do not know what to look for when researching the brands they purchase from.[3] A sustainability brand must have an integrated culture for success. The key to a sustainable brand is trust between the consumer and the brand, only when this is achieved can a sustainable brand truly generate a USP and reap the benefits of it.
Opposed to the term green brands which mainly focuses on environmentally sound business practices, sustainability brands additionally acknowledge the social dimension of providing products and services. This entails, among others, health and safety issues resulting from direct or indirect product use (consumption level) as well as the conditions under which a particular product is produced (production level). The physical protection and well-being of people at work (i.e. employees as well as workers within the supply chains) are important indicators of sustainability brands and sustainability marketing in general which adheres to the triple bottom line of ecological (environmental), social (equity), and financial (economic) sustainability.[1][4]
A brand is able to evoke positive or negative feelings, especially in the context of sensitive social and ecological issues. The more positive the perceptions and feelings are towards a brand, the higher will be the likelihood of identification and loyalty amongst consumers. It is therefore crucial in sustainability marketing to build up strong brands. In doing so, companies face far-reaching decisions in the areas of brand positioning (1), sustainability brand name selection (2), and sustainability brand development (3), in order to create and build sustainability brands that consumers associate with social and environmental added value.[1]
Environmental marketing claims on products and packages need to be made (and read) with caution. Ambiguous greenwashing titles such as green product, green packaging and environmentally friendly can be confusing without specific definition. Some regulators, such as the US Federal Trade Commission, are providing guidance[5]
- ^ a b c Belz F., Peattie K.(2009): Sustainability Marketing: A Global Perspective. John Wiley & Sons
- ^ H. Meffert, C. Rauch & H.L. Lepp. 2010. Sustainable Branding — mehr als ein neues Schlagwort?! Marketing Review St. Gallen 27 (5) Pages 28-35
- ^ Hill, Jessica; Lee, Hyun-Hwa (2015-01-01). "Sustainable brand extensions of fast fashion retailers". Journal of Fashion Marketing and Management. 19 (2): 205–222. doi:10.1108/JFMM-09-2012-0056. ISSN 1361-2026.
- ^ Peattie, 2001
- ^ "Environmental Claims". Federal Trade Commission. 2008-11-17. Retrieved 17 November 2008.