If a brand creates a clear sense of purpose, communicates it and takes a strong stance, it will be accepted by both shareholders and stakeholders over time. I spoke with Jeffrey Hollender, cofounder of Seventh Generation and cofounder of the American Sustainable Business Council on how mature brands can define their purpose. Hollender: It really starts with the brand’s purpose, its reason for being. It's much easier for brands like Seventh Generation, that started as purpose driven brands to do this. Fromm: Do you have any guiding principles companies should consider on purpose or purpose in sustainability?

Source: Forbes May 09, 2019 14:48 UTC