Abstract:

The serious call for brands to act to make a difference to the world is loud, but the journey is not straightforward?especially in the global context of inflation, political uncertainties and war. There is a dilemma of brands ?doing good? as sustainability is often seen as a cost to both the business and to consumers. Businesses are pressured to achieve commercial goals amid stagnated economies and tough competition with profitability and financial survival critical, raising the question: can marketers meet their financial goals by their brands doing good? How can they navigate the risk of greenwashing? It's time to stop debating when the right time is for marketing and business to take action, and instead take a leap of faith, creativity and courage. It?s time to start moving from sustainability conversations and initiatives proving ROI, to finding solutions that can deliver commercial returns as well as planetary and societal benefits.