Sustainability brand

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Sustainability brands are brands that undertake sustainable practises in the workings of their business and champion them.

They then use brand communication tools to convey these benefits to their end consumer hence enabling then to make conscious decisions while being associated with or buying from that brand.There are several techniques to communicate this.

It is imperative that a sustainable brand has truly integrated its claims in its business plan and corororate practices. If not done correctly, Greenwashing is a serious violation and risk to the company's reputation.

Critics of the practice suggest the rise of greenwashing, paired with ineffective regulation, contributes to consumer scepticism of all green claims, and diminishes the power of the consumer to drive companies toward greener manufacturing processes and business operations. Many corporations use greenwashing to improve public perception of their brands. Complex corporate structures often obscure the big picture.