Building Sustainable Brands

25 June 2024

In its most recent sustainability report, FMCG Gurus states that “at a time when sustainability is having a greater influence on product choice than ever before, and consumers look for brands that match their attitudes and outlook, companies must be seen to be taking a proactive and holistic approach to addressing ethical and environmental issues.”1 But what is a sustainable brand? Measuring the total environmental impact of a product from production to end use can be incredibly complex.