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One Woman’s Perspective for Creating Sustainable Brands for the Future

For over two decades, KoAnn Skrzyniaz has been a creator of brands. But these days she has delved into another phase; creating Sustainable Brands.  A few years ago, it was nothing more than an idea. Today, it is the wave of the moment as a lot of business empires are seeking for ways of succeeding in the ever increasing competitive global market.

KoAnn has attributed the growth and success she has recorded so far into two basic factors: the importance and timeliness of the topic in business success, and the community building expertise employed by Sustainable Brands.

But what is Sustainable Brand?

Sustainable Brands is the premier global community of business innovators who are shaping the future of commerce worldwide. Since 2004, their goal has been to inspire, engage and equip today's business and brand leaders to prosper for the near and long term by leading the way to a sustainably abundant future. Sustainable Brand is made up of 27 companies. These include a host of successful startup companies like AirBnB, Chipotle and Solarcity, as well as global brands like Unilever, Coca-cola, BASF and Ford.  Last year alone, Sustainable Brands accommodated over 300,000 professionals around the globe and the 27 companies that make up Sustainable Brand’s collectively generated annual revenue of about $680 billion.  Their annual conference has also been increasing at a geometrical rate since its launch in 2007. When they work together, they can trigger a dramatic shift in the world market towards sustainable consumption, which is in essence their goal.

Why is there a need for sustainable brands?

KoAnn says that the reasons why Sustainable Brands has made a super impact, is that there are so many driving forces in business today that  compel businesses to find new ways of developing a brand. She pointed out that the business world is in a period of significant changes, and business is equally moving from the traditional ways to more compact approaches of doing things. She continues that the global consumer is becoming much more informal and more aware of things as a result of the internet.

She also explains that this growing awareness, in addition to tighter purse strings around the globe, are all contributing to changing how we shop. Consumers’ desire for products and services that meet their personal needs and that of others is gradually replacing their desire to buy flashier stuff to find happiness or demonstrate success. This change means that brands equally have to change their approach.

KoAnn goes on to say she believes that brands that try to recognize the direction of the market and improve their overall impact not just on the shareholders and customers, but on all stakeholders are those that will actually survive the present upturn in global market.  Brands are not expected to be perfect, she noted, but they should demonstrate sustainable growth and improvement in the way they handle their social and environmental impact.

In her words, the days where brands are being defined by their tag lines and logos that spell out their promises are over. In the present day, the key for any brand success is to meaningfully align its promises by the way it creates, designs and delivers its promises to the market.

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