Brand Your Company as Sustainable

How can businesses use the idea of sustainability to brand and market their products? This June, the Sustainable Brands 2008 conference will answer that question in Monterey, California. Guest speakers include some big names in marketing, from independent agencies to corporate staff. To name only a few (the full list is here): Julie Fasone Holder (Corporate Vice President, Chief Marketing, Sales and Repuation Officer, The Dow Chemical Company), Anya Kamenetz (Staff Writer, Fast Company) and John Burshek (Principal, MindClick). The conference will focus on helping companies of all size capitalize on making their business sustainable.

There’s nothing wrong with using sustainability to sell products. It’s a desirable quality that many consumers enjoy. Right now, sustainable and eco-friendly products are often classified as premium, requiring consumers to take out a second mortgage if they’ve committed themselves to a sustainable lifestyle. But encouraging everyday brands to become sustainable — if only to make it easier for them to sell their products — is crucial to both current and future consumers.