Connecting sustainability with your brand story

On Thursday 14th September, over 80 Sustainable Business Council members shared ideas about how sustainability can fit with a business’s brand narrative.

Head of Planning at J. Walter Thompson, Jacqueline Smart, presented her work on brands from an anthropological perspective, with insights into what it means to have a residual, dominant or emerging narrative brand.

The SBC’s Alison Herft introduced the Good Life 2.0 Playbook, which the World Business Council for Sustainable Development and Havas designed to be used by brand and marketing teams, with their agencies, to help them inspire customers to live a life that is both sustainable and rewarding.

Members worked together to talk about emerging codes in advertising that connected brand story with sustainability. They also talked about whether the kind of values talked about in the Good Life 2.0 Playbook – such as being connected and sharing journeys – are talked about at their workplace in connection with brand and marketing.

Watch Jacqueline Smart’s presentation, and an introduction to the Good Life 2.0 Playbook, by clicking on the video above. And you can download the full Good Life 2.0 Playbook here.

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